PART TWO
RESEARCH AND DEVELOPMENT
‘VSCO’ GIRL TREND ‘VSCO’ GIRL TREND
VSCOisasocialmediaplatformwhereyou canshowcasevariousimagesofyourown choice,followfriendsandinteractwithone another.Theapphasalwayshada distinctivelookintheimagessuchasbeach girls tosunestsandhighcontrasted images,Vscostartedtobecomeaoverall trendbackin2019withmanygirlsjumping ontothetrendofbeachywavesandshort denimshorts. Vscogirlsareoftenseenwitha hydroflaskoranymetalbottlewith addedstickers,highdenimshortsand manybeadedbracelets.Tannedskin andmessybuns,thevscolookisall aboutembracinga‘carefree’feeland thewestcoatsappealgraspedthis asetheticwithopenarms.
Thevscotrendshowcases theriseofasocialmedia platform can create a wholenewaesthetic.
Highsaturatedimagesandsunsets wereakeypartofthevscoaesthetic butjustbecauseitwasadoredby manyitdidn’thelpmuchwiththe backlashof hateonline,thevsco trendturnedinastereotypeofa trend with people mocking the aestheticintiktoksandinstagram posts.unfortunatelythehightof trendsonsocialmediacanalsogojust asfastdownwards.
Emmas style used to alwayshavethestaple baby tees and denim mini shorts. her style didn’toftenshyaway fromthissignaturelook.
‘VSCO’ GIRL TREND ‘VSCO’ GIRL TREND & EMMA CHAMBERLAIN
Emmawasthevscogirlofhertimein 2019,thetrendsurfacedaroundher andgroupoffriendsatthetime,high ponytailsandscrunchieswereastaple inemmaswardrobe.Popsofcolourwere frequentinthisstyleatthetime, pastelsandthestatementdenim shortswereakeyoutfitstatementin Emma’saesthetic.
Emmawascomparedalottothisvscotrend andbecameavocalpointforitaswell,after manyyearsEmmasomehwhatstillgets comparedtothehighcontrastedimagesand bronzedbikinilooks.Thevscotrendhasbeen popularisedformanyyearsespeciallywhen summertimecomesaroundbutalsohasit faultswithsterotypesandamockerymade fromitonline,thetrendshowstheerrorsof whenthingsbecomepopularised.
‘BLOKECORE’ TREND ‘BLOKECORE’ TREND
Blokecoreisatrendfocus’onthelookoffootballwear-footballloversand mainlyconsiststowardsmen.
Blokecore has mainly been focused towards the male demographic, specialisinginfootballwearhasbeen takenintoit’sownaestheticoffootball t-shirtswithbaggytrousersorshorts. thisaesthetichasturnedintoanew trendinthestreetwearsideoffashion.
Blokecorehasalsobeenafocusinwomen's fashion, football shirts featured in women'sfashionalotmorefrequent.
Blokecoreaestheticshowcasesmanyf streetwear,graphicteesandbaggy clothing,replacedwiththeclassicfoo shirt,somelooseandfittedthefoo shirthasbeenmadeintomainstr fashionwithmanyfashionloverswa thetightestfootballt-shirttheycang
Blokecore takes the features of streetwear withatwist,addingin thefootballculturehas definitelybecomeatrend that sneaked into everydaywear-footballtshirtsarenowjustas oftenasagraphictee,it’s becomeastatementpiece inawardrobe.
‘BLOKECORE’ TREND ‘BLOKECORE’ TREND
& EVE KELLY
Eve’sbeenoftenseenintheblokecore fashion,footballshirtstofootballinspired brandssuchasstoneislandorC.P.company twobrandswhoareassociatedoftenwith footballculture.Evehasshownthat womeninfootballculturehasamassive influenceonthefashionindustryand specficallyintohowherselfdresses.
Eve’sfashionisoftenseen withbaggyfittedclothing andgraphict-shirts.the relaxedfithasalsobeena stapleinherwardrobe.Her stylehasevolvedinamixof streetwear and blokecore toshowdevelopmentinhow womeninthestreetwear communitycanevolvetheir ownstyletomaketheir ownstyledistinctive.
Whilelookingintothistrendeveas alwaysmadevariousonesintoher ownandblokecoreisjustanother. usingherownstylingideasshe’s graspeddifferentelementsfrom thebrandandintertwinedthem tofitherownstyleandfit.
TUMBLR TRENDTUMBLR TREND
Thetumblr
sceneconsitedof glammakeup,softpinksand brighthighlightertoglossy lips and messy blowouts, tumblrshowedalltheglam withinthistimeof2016.
Thetumblrtrendresurfacedfromtheiconicthemesof2016, filters,fashionandmakeup. Thetumblrtrendstarted back when tumblr the socialmediaplatformwas popularised,theearlydays of 2016 showcased staurated filtures, glam makeup ,andthe‘la’girl appeal.tumblrhadmany aesthetics but one in whichreapearredbackinto the limelight was the iconic tumblr scene of ‘2016’. At the time Vicotirasecretwasait’s hightandifluencerswere attheriseofbecominga keypartinsocialmedia.
Inrecenttimestiktokhastaken backthetumblrcrazebystorm, peoplereminiscingbackonhow instagramusedtobetothelooks andfashionbackthem.tumblr hasresurfacedbackintotheeyes ofnostalgiaandgainedanewcult following.
TUMBLR TRENDTUMBLR TREND
& ADDISON RAE
WithinthenewrebrandfromAddison Rae’simagethetumblrscenewasa cleartrendshe ’sgivenfrom.herover exposedimagesgivethefeelsbackinto theTumblrera.Addisonslookshave changedovertheyearsandthis tumblrtrendhasbeenonewithlot ’ s ofcontroversytowardsbrands.
iAddison’sInstagramhasturnedher unstagramintounpolishedversionofher sualfeed,selfiesorunknownposts.her bvibehasturnedawhole360.thisnew wrandhasportrayedinmanylights,some mithnewaudiencesadorringthelookto any not understanding the iconic ‘rebrandofAddison’simageintotheLA it-girl’
Addisonunfilteredimage createsarawfeeltoher brand,thiscarefreelook showshowherpersonality canshinethroughand notalwaysbeaspolished inpreviousyears,itgives awaytoconnectdeeper withheraudienceonwho theyarefollowing.
FAST FASHION BRANDS FAST FASHION BRANDS
Lookingintofastfashionbrandsandhowtheinfluenceri’vechosencouldfitinto thatdemographic.
PacsunisanAmericanbasedbrandwhospecifies inclothing,footwearanddemographictowards lifestyle apparel and swim. it's targeted towardsyoungadultsandteens. Pacsun becameoneofthefocalpointsinthis ‘swim ’ andsummeraestheticthatmanyyoungteens wanted.highriseshortsandfittedtops,or plentyofaccessoriestocompletethelookPacsun targetsthistrendasamainsceneintheir brand.
PACSUN PACSUN
PacsunisaCalifornianbasedbrandwho representsallaboutthebeachaestheticof thewestcoast.
Pacsunisacalifronianbased brand,theasethticofbeaches andsurfingoriginatedfromthe sunny beaches of the west coast.Laisnotoriousforthis typeofaestheticandmany influencersatthetimewould alwaysbeseeninadenimpiece frompacsun.
cOvertherecentyearpacsunhas lavedawayfrombeinginthe imelight,thepricingisplacedin gthesamemarketashollisteror Aapandgivesinwiththeall merican look of the brand. ePacsunhasanopportunityto xpandtheir brandinto new cinnovativewaysofpromotionand bollaborations,thebasiclineofthe mrandhasroomtobranchoutinto anymoreopportunities
WhilelookingatEmmasstylenowand backwhenshefirststarted,Idecided theperfectbrandtorepresentthe beginningsofherinfluence.Pacsunwas oftenfittedwithinEmma’saesthetic, highdenimshortsandcolouredtops, thebeachaesthetic(Vsco)fittedin everythingthatPascunrepresents.
WhileEmmasstylehaschangedsinceher PacsundaysIthinkitcouldbeagood ideatoreconnectbackinwithherfans, many of her fans say Emma has ‘changed’andits‘notthesameasit once was’ which comes with many influencerswhohaveadrasticchange fromtheirbrandtheyoriginallygrew from,Emmacouldconnectbackinwith thosefansandcapturethewantsof that.
Someinitialideascouldproduceacollection ,hbabyteeswithsimilargraphicsthatareto fercoffeecompany‘chamberlaincoffee’the wunsideofhavingbaby-teesthatconnect sithEmmabutisn’tthemainfocalpointis pomethingIthinkemmawouldalsowantto roduce,Anotherpartofthecollectioncould hbeadenimrang.Emmahasbeenknownfor herdenimstyleandshe’softenbeenseenin serpastyearsofinfluencewithbeingin hpecifallydenimshorts.thistypeofcollection tasmanypossibilitestobeproducedinaway whathasalotoffunandplayarounditas ell.
BROKEN PLANET BROKEN PLANET
Brokenplanetisastreetwearbrandthatrepresentsthe causesofglobalwarminginthefashionindustry
BrokenPlanetisaLondonbasedbrand thatshowsalltheworldsofgraphicsbeing usedinasocialcause.thebrandcreated theircrazebackin2020withtheir exclusive‘drops’incollections.thesedropsin thefashionscenecreatedthehypein manypeoplewantingapieceofthe collectionwhileunderalimitedamountof quantityandtime.theuseoftheirdrops created the craze on obtaining the exclusivebrokenplanethoodie.
Brokenplanetusestheirmarketingina waytocapturethedemographicthey wanttoachieve,it’softenseenwith groupsofyoungteensoradultswhichhelps intheirconsumerwhocanseethemselves intheproductswhichgivesintothe consumertopurchasethesaidproduct..
sBrokenplanetisoneofthefewbrandsin wtreetweartotargetthegraphicalissuesinthe orld,brokenplanetisaorganisantioninusing ffashiontoexpresshowweasacommunitycan tightglobalwarmingwiththeirowndonation pothecauseaswell.Brokenplanetuses100 tercentrecycledfabricsintheirgarments.this wakeslongertimetoproducequalityproducts whilehelpingtheenviromenttowardsitaswell bhichgivesitahighersellingpointbutwith etterquality.
BROKEN PLANET & EVE BROKEN PLANET & EVE
INITIAL IDEAS
Eveandbrokenplanethasworkedcloeslytogether inpastcampaigns,evebeingamodelfortwoof the campaigns, this has already given the connectiontothebrandandinfluencer.Asbroken planetrepresentsacauseandeveisoneofthe fewwomenwhorepresenttheriseinstreetwear fashionthiscollaborationcouldproduceastrong collaborationthatenticesmoreconsumerstothe brandandexpandsKelly’saudience.
Eveandbrokenplanetcouldbeawayforhertoshowherstyling sideaswell,thecollectioncouldproducemoreaccessoriesandgive thebrandanewpartoftheirbrandtoexpandon.
Awaytheycouldcreatethiscollectionishavethe graphicslinkbacktoEve,Asignaturecharacterof heronthefrontwithherselfwearingdifferent stylesofthebrokenplanetcollection.Thewayof promotioncouldberepresentedinherhomecityof Manchesterandfocusingontheheightoffashion growthinthecitycanalsobeapointinthe collection.
HOT TOPICHOT TOPIC
HottopicIsanamericanbasedbrandwhocaptutresonsubculturesintheirbrand.Music genreandvideogamesarethemainbasedproductsinthecompany.
Hottopicisanichecompany,the brand mainly promotes liscenced productsthatrelatetovideogames or music, the company targets towardsyoungadultsandteens.Hot topicisoftenseensellingbandteesor graphic t-shirts that relate to specificgenres.
Hottopicisanichebrandwhichin recentyearshasfallenoffthemarket slightly,shuttingdownshopswhich aren ’tmakingenoughprofittomany peoplenotshoppingasoftenasthey oncewere,hottopicneedsachangein theirmarkettogivepopularityback intothebrand.
tHottopicovertheyearshasalwayskept thesamesceneinwheretheirbrandlies, thedemographicoftengoestowards oeensoradultswhospeciallylikeagenre sfmusicsuchasrocktovideogames uchasPokémon.thebrandrepresents tthemselvesinawayofexpressionfor eeensandadultstoshowwhatthey mnjoyandtheirhobbies,thecompany jakesover40percentoftheirrevnue ustonband-teesalone.
HOT TOPIC & ADDISON RAE
TOPIC & ADDISON RAE
Addison’srebrandneedstobeaafocal pointinhernextcollaborationandI thought nothing better than the tumblrfilledbrandhottopic,hottopic matchesthisgenreofstyleaddisonhas devleoped. stepping out of the boundariesthiswouldbeanewwayto
Addisontoconnectwithhernewfound audienceandproduceacollectionofwell roundedproductsthatconnectinwith thisnewscene.
Addisonscollectioncouldshowcasebaby-teesof hermusiccareer,slogansfromhersongsina simplefontprintwithcontrastingcolours.this linksinwithhottopicshighvolumeinBand-tees withatwistonit.Addisonsteancouldusethe marketinginthestyleofhowherinstagramis portrayed,highsaturatedfilters,selfiesandthe slightgrungeappealthatshegivesinherfeed. thisnotonlylinksinwithherrebrandbut connectswiththebrandofthiscollaboration.
