trend forecasting booklet

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TREND 2013/2014 A/W ALANA DEIGHAN, ASHLEY DEAN & SOPHIE MARJORAM

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Page 1: Trend forecasting booklet

TREND

2013/2014

A/WALANA DEIGHAN, ASHLEY DEAN & SOPHIE MARJORAM

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CONTENTSCREATIVE DIRECTION

PRINT AND GRAPHICS

SPORTSWEAR

VM AND IN-STORE

4-1112-1718-23 24-29BERLIN ARTICLE

30-33

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INTRODUCTION

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A u t u m n W i n t e r 2 0 1 3 p r e s e n t e d a v a s t a r r a y o f t r e n d s , w i t h d e s i g n e r s t a k i n g i n s p i r a t i o n f r o m e v e r y t h i n g v a r y i n g f r o m h i g h t e c s c i e n c e s t o a n t i q u e b i r d c a g e s .

A / W p r e s e n t e d a m o d e r n a e s t h e t i c s b e i n g m i x e d w i t h n o s t a l g i a f o r a n u p r i s i n g o f

h e r i t a g e w i t h c o n t e m p o r a r y f u t u r e s .

D e s i g n e r s a r e s t i l l e r r i n g o n t h e s i d e o f c a u t i o n d u r i n g t i m e s o f e c o n o m i c s t r u g g l e w i t h c l i n i c a l c o m p o s i t i o n s e m p h a s i s i n g t h e m i n i m a l i s t i c t r e n d . O v e r a l l l o o k s a r e a b l e n d o f c o u n t r y a n d c i t y l o o k s w i t h a t o u c h o f v i n t a g e e x e c u t e d i n m o d e r n w a y s . H o w e v e r f o r t h e m o r e d a r i n g , o u t s p o k e n g r a p h i c s a r e h a v i n g t h e i r s a y . S p o r t s w e a r h a s a c a s u a l r i c h n e s s t h i s s e a s o n i n i t s c o l o u r p a l e t t e a n d t h e b o u d o i r i s a s a f e h a v e n f o r a n o t h e r y e a r

r u n n i n g .

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CREATIVE DIRECTION

CLINICAL COMPOSITION

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Creative directors have formulated and impressed upon various designers the overarching concept of “Clinical Composition”. This trend is about creating the perfect balance, using shapes, fabrics, proportions and colours

that work together to make a whole.

The aesthetic is clean lines, neutral colours and overall ease of use. This trend has emerged, as people in this hard economic time want to simplify and de-clutter eve-rything around them. This pared down clinical trend can be seen in many other areas including artwork and sculp-ture and within everyday life for example areas within

hospitals.

“Complex Forms”, Structure VI, Sol Lewitt, 1990-91

Blinky Palermo, Ohne Titel/Untitled, 1969

Arctic Grey

Aqua Mid

Eglise Grey

Martian Skies

Railings

Kiwi Burst

inspiration...

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THE GREAT OUTDOORS

colour palette

Rich spicy levels of yellow and ginger sit alongside moss greens and autumnal reds, emerging as an essential colour direction for outwear, representing a constant repeat of deep autumnal tones which are now being infused with shades of light Prussian and Egyptian blur, replacing the brighter cyan and cerulean blue of last winter, taking on a more sophisticated greyed-off hue. Whilst times are hard and the recession is looming, na-ture is about the only thing that is free, so by amercing your consumers within the comfort of the outdoors, they can escape the hardships of everyday life in their shop-

ping experience. We see rugged aesthetics of the great outdoors inject-ed into the overall great outdoors look, helped along by

beaded men and a camping/climbing chic theme.

David Attenborough

Andy Goldwworthy Woven Branch Circular Arch, Dumfrieshire, 1986

Maison Martin Margiela AW

Moss Volcanic Splash

Bitter Chocolate

Sulphur Springs

Mean Mustard

inspiration...

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ARTISAN ARTIFACTS

colour palette

This obsession with antique accessories reflects a desire to escape the complex and highly technological depend-ance of contemporary society. It is the desire to return to time in which technology appeared to be something that humans could master –a time when you could fix your own car or bike, a time when you pop open the back of a camera and understand how it works. In short, the appeal of low-tech is it affirms our sense of independence and

individuality.As we take a more hands on approach, function overtakes form and things appear much more purposeful. Classic, craft and quality create emotive ties as we are thrown

back to our heritage roots. Emin’s Hate and Power Can Be a Terrible Thing, 2004.

All Saints singer sewing machines

Gold Coin

Vert De Terre

Cinder Rose

India Yellow

Hobby Horse

inspiration...

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PRINT AND GRAPHICS

BOLD AND BRASH

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The use of bold deconstructed and structured shapes re-sult in a strong graphic aesthetic. This shape-play and ex-perimental composition is used to create interest in pattern and typography. These bold graphic statements are used to create and combine words, symbols, and images to cre-

ate a visual representation of ideas and messages.

To juxtapose the clinical/minimal trend other creatives have turned to strong vibrant colours and in your face graphics to make a loud, fun and slightly juvenile state-ment. These colours and themes are not dissimilar to Mat-

isse’s cutouts and The Face magazine’s early covers. Matisse, The Snail 1952-53

The Face February 1987

Happy Days

Cuban Heat

Garnet Symphony

Bright White

Royal Blue

Minted Glory

inspiration...

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COLOUR VOID

colour palette

This may involve striking arrangements of large black headings and dark pictures contrasting with airy typog-

raphy and light illustrations. Black and white are two of the most popular colours found in fashion as they are never absent from the runway or print and graphic of all eras. The black and white fashion trend is a timeless trend which will never go out of style due to the elegance and simplicity exuded by the colours. Known for its back to basics tendencies, and being a con-

trast of safe but statement at the same time.

William Klein Simone Daillencourt, Capucci, 1960

David Carson for Ray Gun Magazine

Jet Black

Bright White

inspiration...

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CONTROVERSIAL QUIPS

colour palette

In a quest for individuality and to have a voice in our over populated society, we embrace kitsch slogans as a way to express ourselves. Creatives turn to this category to state

their opinion on a culturally-significant situation that they feel strongly about. A do-it-yourself esq. design becomes the norm as we rise up against the machine. This direction is all about taking control of our own agenda from being spoon fed during the mass-consumption years. Both global leaders & brands sit up and take notice of the continued empowerment & radicalism of

the everyday person. This trend can be adopted as a new culture of protest, giv-ing your consumers a louder outcry than just their social net-

working feeds.

“Untitled” -I shop, therefore I am, 1987

United Colours of Benetton – 1996

Yellow Ground

1987 Denim

Red Carpet

White Light

Tailored

inspiration...

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SPORTSWEAR

OLD SCHOOL KICKS

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With the hype of the Olympics still present, sportswear has taken inspiration from previous great Olympians and their attire. There has been a surge to get fit and stay healthy

through good old fashion sports and training. Fashion has followed suit with heritage influences being a key theme. Using traditional sports fabrics this look is time-

less and authentic.

The Varsity look is fundamental to this trend. This look has been modernized by using simple sans serif fonts and playful slogans and statements blazoned across garments. Key items for this trend are the varsity jacket, raglan tee’s,

old school joggers, sweatshirts and classic trainers.

Rome Olympic Games 1960 David Jones

Rokit vintage shell suit

Red Stallion

African Adventure

Tarragon Glory

Woodland Fern

Mystic Mauve

Incarna-dine

inspiration...

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TECHNICOLOUR TRAINING

colour palette

Colour is growing up in a move away from neons and brights, forming into more sophisticated but bold tones. Bold colours and patterns portray a positive outlook, which is a key element within sports and sportswear. Bolder and brighter tones have been proven to improve your mood and are associated with a more positive outlook on life as whole, linking to positive affects exercise is proven to have on your mood. Bold colours and graphics are quickly mak-ing a return, but retailers are keeping it simple, focusing on

two or three colour combinations at a time.Colour blocking was first seen and most influential in the 1960’s mod era, also known as the colour explosion, intro-ducing clashing colours and colour combinations that never

before been seen.

Kandinsky Circles

Piet Mondrian, Composition II in Red, Blue, and Yellow, 1930

Minted Glory

Hot Paprika

Rectory Red

Windsor Blue

Sunny Savannah

inspiration...

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SPORTS-TECH

colour palette

A new generation stimulated by digital know-how has un-doubtedly created new technology to assist in every step

of their life, including sportswear. A premium focus on innovative design and technical compo-nents contribute to this contemporary lifestyle, attempting to simplify consumers needs where possible. Technology can also bring flexibility which is an asset to modern day soci-

ety where time is of the essence.

Björk: All Is Full Of Love video

Spedo Fasr Skin Technology

Red Carpet

Jade cluster

1987 Denim

Twilight Cinders

Charlottes Locks

inspiration...

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VM & IN-STORE

BOUDOIR

colour palette

The Boudoir theme is feminine and essentially luxurious.The feel of a mansion house walk in closet or an old Hol-

lywood dressing room is eternally glamorous. Designing your VM and In-store environments to fit this theme is capitalizing on this association giving the con-

sumers a luxurious shopping experience. The Boudoir theme is a commonly relied upon aesthetic for VM in the fashion world with many brands using it over the years to make sure there In-store environments

appeal to the female population. Ginger Rogers in her portable dressing room during filming of Top Hat, 1935

Downton Abbey

Rock Candy

Fire Cracker

Wholemeal Honey

Soft Mon-telimar

Rock A Billy

Whisper of Dra-matic

inspiration...

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PERSONALIZED PRINTS

colour palette

Hand illustrated designs have an artist freedom and gestural quality, rather than the precise repeats of typ-ical digital design, creating an artist flair and overall less controlled theme. Spontaneous mark making lends an expressive quality to the designs, where occasional mistakes are embraced. Designs are commonly lead by a strong narrative, often reflecting the personality of the maker, creating a more personal quality to the body of the work. Mark making and sketch motifs add a DIY personality to your designs. Printing onto exist-ing patterns/surfaces creates spontaneous and playful

defaced aesthetics.

Cy Twombly

Picasso

Purple Infusion

Amethyst Shower

Night Jewels

Jet Black t

Bright White

inspiration...

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URBAN APPAREL

colour palette

‘Street’ is a philosophy espousing an express yourself spirit that once emerged among an urging urban youth culture who wanted something different, new and unique. Influences come from the street subcultures like the skate culture, graffiti scene, punk, rock and hip-hop music that flourished back in the 80s

and 90s. This can be seen as a desirable area for contemporary so-ciety to take on to share different views via many different mediums, tearing up the ‘expected norm’ with the same pre-cocious, expressful energy we experience each time a new

underground movement emerges.

Banksy in Boston

Tyler the creator in the Yonkers video

Stoney Ground

Aspen Silver

Down Pipe

Penny Black

Jet Black

inspiration...

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Berlin has its own artistic and eccentric aesthetic, which stems from its post war roots. With a quirky mixture of industrial buildings and 20th century architecture street art adorns every corner. The city as a whole provides bohemian inspiration for its ever

evolving creative individuals.

berlin

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berlin 48 hours in..After a coffee and a pastry ease yourself into the laid back Berlin life style by unearthing a bargain in Humana. If you can’t find a pre owned gem here, there’s something wrong with you. Scour every rack and rail and dedicate some serious time to find your unique berlin style, whilst gathering inspiration from the vintage pieces. Make sure you google the nearest one as

they’re dotted all over the city.

Then for a spot of culture and lunch head over to the KW gallery situated in the eclectic Auguststraße district. On your saunter keep an eye out for the notorious Tacheles artists situ, known for its incredible street art and overwhelming eery atmosphere. KW Institute for Contemporary Art in Berlin is a place for the production and presentation of cutting edge art. Great to contextualise your trend research. The gallery has no collection of its own but instead views itself as a laboratory for communicating and advancing contemporary cultural developments. An essential place to visit if you want to immerse yourself in the current. Refresh your palette at the adjoining Café Bravo with a glass of wine and the infamous club sandwich. Continue your journey by visiting ‘Do you read me?’, an independent book store - a must go for all

you magazine and zine junkies!

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After working up an appetite head over to White Trash (insider tip: get there early or make sure you book to avoid disappointment) an experience an authentic american style feast. Imagine an un-gimmicky and seriously cool TGI Fridays! Maybe get yourself inked downstairs with the perk of a free

steak or just lounge at the bar in preparation for the night ahead. Spend some time people watching, observing the trend setters of Berlin.1am is time to get going with Cookies Club as your destination. Not giving away any spoilers but here is the place to indulge yourself in Berlin’s underground music scene and have a memorable night to say the least.Insider tip.. Go round the corner to see the deserted Brandenburg Gate minus

the tourists. Nothing has looked so good at 5am!

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Take it easy for your second day, wake up late, grab a bratwurst from the plentiful street venders and make your way to Weekday situated on Friedrichstraße for an edgy mix of european brands and statement VM. Check out the shoppers here, always ahead of the curve!Then for a harrowing piece of German history spend your afternoon at the Holocaust Memorial, eerily breathtaking

and visually beautiful.

To end your final evening on a momentous high, go back through the eras at Clärchens Ballhaus. After sitting down to traditional Berlin cuisine let your inhibitions go and dance the night away to some old classics in this beautifully kitsch

1900‘s ballroom. A night you won’t forget in a hurry!

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