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"Iris, in Greek mythology, the personification of the rainbow and a messenger of the gods." - greekmythology.com Iris delivers a comprehensive insight into future trends, focussing on women’s activewear. Within this trend book, there are mood pages, colour stories, graphics, fabrics and key silhouettes that all look to provide inspiration to fuel creativity.

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Page 1: Trend Forecasting Book Victoria Radford.compressed

"Iris, in Greek mythology, the personification of the rainbow and a messenger of the gods."- greekmythology.com

Iris delivers a comprehensive insight into future trends, focussing on women’s activewear. Within this trend book, there are mood pages, colour stories, graphics, fabrics and key silhouettes that all look to provide inspiration to fuel creativity.

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CONTENTS

REDEFINEMood

ColoursFabrics

GraphicsKey Silhouettes

THE MARKET

THE CONSUMERAthena WomanWellness MumGeneration Z

THE TRENDS

REGENERATEMood

ColoursFabrics

GraphicsKey Silhouettes

RECONNECTMood

ColoursFabrics

GraphicsKey Silhouettes

BIBLIOGRAPHY

1

5

13

14 22 30

39

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THE MARKET

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IRISAW 2017/18

Ultra-exclusive gyms, work-to-workout wardrobes, and 'cleanse concierges' usher in a new era where

wellness is the ultimate status symbol.

“ “

- WGSN, March 2015

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The UK sportswear market grew by 9.5% in 2014 to £5.9bn and is expected to grow 35.6% between 2015 and 2019, to reach an estimated value of £8.65bn[1]. This lucrative market is a direct result of the women’s sportswear market which grew by 8% to £525.4m by the end of 2014[2].

There are a number of contributing factors that have resulted in the rise of female activewear. The heavy influence of the sports luxe trend within recent years has filtered down from the catwalk to the high street, turning conventional pieces into comfortable yet fashionable sports gear[3]. This in turn has blurred the lines between sportswear and fashion, causing the ‘athleisure’ trend to emerge[4] as well-established sports brands, fashion retailers and new entrants expand into this growing market place[5] and break conventions of what was not long ago, a male dominated arena.

Although sports participation numbers remained relatively flat, the biggest rise was seen in athletics, gym and keep fit classes[6], with Britons spending 44% more on gym memberships in 2015[7]. The upsurge in boutique fitness classes that has sprung up across big cities differ from traditional methods of gym workouts, focusing on quick and personalised sessions[8] and therefore becoming a driving force that motivates women with ever increasing hectic lifestyles.

No longer a means of showing off the latest designer handbag, the new wealthy status symbol attributes to the lifestyle choices that see clean eating and luxury activewear as the ultimate symbol of stealth wealth[9]. Seen as a trend by few but more of a way of life that is here to stay by most, the sporting world is fixated on women like never before.

IRISAW 2017/18

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THE CONSUMER

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Career success and increased spending power are giving rise to a new breed of highly educated, affluent and entrepreneurial woman. These women exude a positive ‘alpha’ spirit, which is empowering rather than aggressive, and collaborative rather than competitive. They seek new products and services that place emphasis on fitness, wellbeing, and mind-body strength to fuel their hectic lives and help them achieve their end goals. In this She-conomy, shrinking and pinking it will no longer suffice. Athena women tend to shun faceless malls and online retail in favour of the human experience of boutiques and markets. This Athena tribe is acutely aware of how the food and drink they consume will affect their ability to live life to the full. Always on, they eat out frequently and often opt for organic or natural products – though not exclusively. They are very health conscious and load up on plenty of fresh fruit and vegetables but they won’t deprive themselves if the mood takes them.

- L:SN Global, October 2013

ATHENA WOMAN

IRISAW 2017/18

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IRISAW 2017/18

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As yoga-instructors, marathon runners and CrossFit Games-winners, Wellness Mums subscribe to the idea that happy, healthy mothers make happy, healthy children. Branding themselves as ‘hopelessly flawed’, ‘only human’, or ‘a work in progress’, these ultra-fit mums are consistently oscillating between the perfection of healthy, home-cooked meals and the supposed ‘sin’ of ordering pizza delivery. It is all part of the persona of perseverance, inspiration and ‘self-love’. Atheleisure everyday. The fit mum uniform consists of printed yoga pants and multi-strapped sports bras. ‘Everything in moderation!’ Fit mums are not vegan nor fluten-free, but dabble in the momen’ts hottest food fad.

- WGSN, October 2015

WELLNESS MUM

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IRISAW 2017/18

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The post-Millennial generation are loosely defined as those born in the mid-90s to 2010. Gen Z is the ultimate consumer of bite-sized data and communication. They expressly prefer visual platforms such as Tumblr that also allow self-expression and privacy – two key priorities for this generation. Having been born in the ‘Great Recession’, the majority of Gen Z-ers are extremely concerned about financial stability and motivated to craft their own futures through higher education and entrepreneurship. As they are more aware of their physical appearance at an earlier age, it’s not surprising that Gen Z have healthier eating habits, preferring organic and locally sourced foods over junk food and processed meals.

- WGSN, January 2015

GENERATION Z

IRISAW 2017/18

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IRISAW 2017/18

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THE TRENDS

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In recent years people have started to wake up to the fact that ‘we’ are slowly destroying the world. Despite decades of obvious destruction, above and below the Earth’s surface, it has taken facts and figures to expose the damage we have caused. It is only now that we are changing our mind-set and actions to target a sustainable world in the future, as the threats of not doing so are becoming ever closer. Plastic is one of the most used materials in the civilised world, however a huge burden to the Earth’s ecosystems. With 46,000 pieces floating per square mile of ocean, plastic is the cause of more than 100,000 marine mammal deaths every year[1]. Finding new life for this man-made material will in-turn save lives. The animal kingdom and world around us shouldn’t have to suffer for the mess we create and if we do not look after the planet in which we live in, there will be no life at all. It’s time to regenerate.

REGENERATE

KEY WORDSSUSTAINABILITYRECYCLINGREENGINEERINGREPURPOSINGDURABLE

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IRISAW 2017/18

The stakes have never been higher for the future of our blue home; if we do nothing, we stand to lose everything.

“ “

- Parley for the Oceans

Adid

as x

Par

ley

for t

he O

cean

s

Project Ocean, Selfridges

Indi

an O

cean

, Stu

dio

Swin

e (2

015)

3D printed plastic waste city, Vincent Callebaut (2015)

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MOODIRISAW 2017/18

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COLOURSDark colours are omitted from the palette and instead pastel tones give way to a tranquil atmosphere. Colours mimic recycled materials that are blended together to create imperfect mixes and subtle colour pigmentation.

IRISAW 2017/18

PANTONE 16-5123 TCX

PANTONE 2085 C

PANTONE 11-4300 TCX

PANTONE 16-1710 TCX

PANTONE 2022C

PANTONE 14-4615 TCX

PANTONE 13-0645 TC

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FABRICSFabrics focus on environmentally-friendly materials whilst providing practicality and functionality. High-performance fabrics are as a result from recyclable polyester and responsibly sourced merino. Weather-proof coatings endure climate conditions, whilst mesh becomes highly breathable and plays on concept of fishing nets.

IRISAW 2017/18

Merino-woolblend

Recycled Polyester

AirtexCoated Nylon Fleece

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GRAPHICSWashed out colours provide a relaxed feel in comparison to layers of distressing effects that mimic crashing waves and a weather beaten atmosphere. Merging pastel varieties imitate recycled materials forged together.

IRISAW 2017/18

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KEY SILHOUETTESSilhouettes provide protection against the elements, whilst details are reduced to the essentials. Weight is restricted as pieces become easily packable in order to adapt to the changeable climate. Core styles balance fashion with function and provide a serene femininity.

IRISAW 2017/18

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IRISAW 2017/18

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The Earth is 4.5 billion years old, yet humans have only walked it for 200,000[1] of them. In this time, we have become numb to evolution and look to science and technology for the solutions. In doing so, we have disengaged ourselves from our natural surroundings to the point where we are looking back at the wild for the answers as if we have never been there. We are attempting step back into the world where we originate, learning how to reconnect with the planet that has survived far longer than we have, and will continue to do so once we cease to exist. Science and Nature will work far better together as we attempt to rekindle our relationship with the Earth around us; we’re reconnecting.

RECONNECT

KEY WORDSRAWORGANICSOFTBALANCEDNATURAL

IRISAW 2017/18

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IRISAW 2017/18

Bamboo Runner, ekn Footwear

Moo

n Pa

rka,

Nor

th F

ace

Moss People, Kim Simonsson (2015)

Nature doesn’t need people. People need nature.

“ “- Conservation International

Naturalist exhibition,Tatiana Kudryavtseva and Yaroslav Misonzhnikov (2015)

The In the Eyes of the Animal installation (2015)

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MOODIRISAW 2017/18

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COLOURSWith the subtle underlying of burnt terracotta and hints of dust blue, the colours invoke a warm earthy excitement and sense of nature. A pleasurable feeling of flora and fauna is perceived whilst creating a sense of safety through a strong and weighty landscape of colour.

IRISAW 2017/18

PANTONE 7561 C

PANTONE 4695 C

PANTONE 372 C

PANTONE 412 C

PANTONE 17-1128 TCX

PANTONE 16-5807 TCX

PANTONE DS 45-1 C

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FABRICSNatural fibres such as merino and alpaca-merino blend, play a key role in offering comfort, thermoregulation and a premium feel with an added soft touch. Two-layer and nylon fabrics become weatherproofed for wind and rain whilst staying breathable and quick to dry.

IRISAW 2017/18

MeshMerino Alpaca-Merino Blend

Two-layer Canvas Finish

Nylon

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GRAPHICSPrints remain true to nature as they build upon bark textures and forest landscapes. The subdued earthy palette brings about an organic feel to enhance an outdoorsy atmosphere.

IRISAW 2017/18

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KEY SILHOUETTESExaggerated proportions are key as oversized jackets and harem pants engulf the body, creating a feeling of warmth, protection and wellbeing. Asymmetrical designs and the kimono silhouette emphasise volume and allow for transitional everyday pieces.

IRISAW 2017/18

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IRISAW 2017/18

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Current technology plays a huge part in the world around and affects all of us whether we like it or not. Future technology, however, seeks to redefine us and change the way we live our lives all together. Visions of wearable technology where humans are inseparable from the robotics changing and enhancing the way we work, play, eat and sleep, are quickly becoming possible reality. These progresses will allow for technology to monitor and record data and algorithms by tracking our movements, habits and lives. Our everyday custom will essentially become the input data for the wearable technology. Some people are worried that robots will eventually rule the World; maybe we are becoming the robots?

REDEFINE

KEY WORDSCONNECTEDSYSTEMENERGYDATA

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IRISAW 2017/18

Whether through high-tech enhancements that restore sight or implants that increase our ability to process and store information, these forward looking visions see the distinction between technology and biology blending into a hybrid state of being where co-evolution is the next phase in human history.

- PSFK, 2014

Tech Tattoos

Lexus Heartbeat Car

The

Aero

s Br

a, C

hrom

at

Google Glass

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MOODIRISAW 2017/18

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COLOURSThe perception of data and energy leaps out from the bold highlights of intense red whilst creativity is supported by the contrasting mulberry tones. Meanwhile, bright white accents lie against the clouded shadows of darkness offering a glowing awareness against the fervor of the unknown.

IRISAW 2017/18

PANTONE 2229C

PANTONE 19-3712 TCX

PANTONE 18-3340 TCX

PANTONE 19-3940 TCX

PANTONE 18-1549 TCX

PANTONE 11-4300 TCX

PANTONE 426 C

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FABRICSFreedom of movement and comfort are key properties for lightweight and softshell fabrics. They ensure high-performance with stretch, quick drying and odour eliminating properties whilst two-toned softshells and hard-shells become water- and windproof and provide thermoregulation and breathability.

IRISAW 2017/18

MerinoSpandex Hard-shell Two-toneSoft-shell

Lightweight

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GRAPHICSGraphics play an important role as streaky linear patterns and the repetitive series of geometrics create a flow of energy as well as playing on digitalised data. The linear prints are bold and relentless, creating a mesmerising and hypnotic graphical statement.

IRISAW 2017/18

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KEY SILHOUETTESSilhouettes are contoured to shape, support and control the body within high-impact sports. Pieces are ideal for seasonal layering and are lightweight whilst implementing thermal insulation. Simplicity of the garments help to translate into both the casual and performance sectors serving both aestheic and functional purposes and instigating a fiece yet feminine look.

IRISAW 2017/18

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IRISAW 2017/18

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BIBLIOGRAPHY

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