Cross-Cultural
Phenomenon
Trend 1#
Spotted on Adelaide Street, Brisbane, 8th March 2013
Meet Jana, an avid op-shopper who
picked this gorgeous vintage skirt from local Brisbane suburb Paddington, and
teamed it with a sleeveless, midriff, turtleneck top. Eastern-inspired prints, like the
feature on Jana’s skirt, have been forecasted to trend in winter 2014 (Première Vision, 2013). To balance the eye-catching ensemble, she's chosen
a minimalist leather satchel purse and black ankle boots, which also fits View2’s
forecasted footwear direction for winter 2014. She has effortlessly tapped into the cross-cultural fashion phenomenon;
where east meets west.
While China has concentrated its investments on
Western countries, such as the US and Australia, in the past (Euromonitor International, 2012), and the ethnic
populations inside these countries are expanding (Euromonitor International , 2012), it's no shock to
see such diverse cultures paired together in the state of fashion. Designers globally are currently
inspired by the East, which can be seen in various forms, from the use of
floral motifs to opulent silks (Wallbank, 2013).
The latest Creative Direction
report from trend forecasters at WGSN suggests that this trend can be captured
by adopting a modern take on traditional looks, in combination with ceremonial
decoration and craft (WGSN, 2013).
Draw inspiration
from Jana’s combination of using a typical Western garment with a piece using a
traditional Japanese motif, which happens to be forecasted as a graphic
direction of View2’s ‘Asia Happenings’ trend in winter 2014 (Keller, 2012). Another
take on the cross-cultural trend is the use of rich textiles featuring texture
and/or hand-finishing techniques “[to] convey a crafted narrative" (WGSN, 2013). However you channel
the cultured look, it will definitely be on-trend for future seasons.
With the
accessibility to travel improving every day, everyone is on the move (Euromonitor International, 2012). Consumer, social
and fashion trends are all pointing toward the cross-cultural movement. The
zeitgeist is embracing its wanderlust - especially through fashion. Throw on an
Eastern (or Western, depending on your culture) inspired piece to cross
cultural barriers before you miss out on all the adventure.
Mobile Society
Trend 2#
Spotted outside 7-Eleven, Elizabeth Street, Brisbane, 8th March 2013
Nowadays,
no one is disconnected, ever. You're probably reading this blog via tablet
computer or smart phone. Bronte here is the tech-savvy, modern woman who knows
that it doesn't matter where she is - only whether or not she's carrying her
mobile. Dressed in corporate casual black Capri pants and a grey top featuring
flounce short sleeves with contrast trimming, her ensemble is as office
appropriate as need be. Her ballet flats and necklace are both subtle points of
interest, but the real eye-catcher is her hot pink mobile phone case.
Bronte tells me "I can't count the amount of different style
phone cases that I have", as she keeps her mobile on hand, 24/7. Restricted
by the office dress code, she has thought outside the box by positioning the
focus of her outfits on her mobile phone. This is clearly on-trend as she combines
technology and fashion. As
the consumer demand for convenience and mobility, businesses are looking toward
social media (Euromonitor International , 2012). A great example of this is Arcadia’s Topshop, named the
“retailer to watch” by Stylus
Media Group CEO and chairman, March Worth, for their “innovative use of social
media” (Worth, 2013).
Today’s ‘digital revolution’ is undeniable (Booty, 2011).
The
Mobile Society trend can be achieved as simply as Bronte, by stocking up on a
multitude of accessories for your tech essentials. Accessories of high interest
are balanced with clothing of a utilitarian design (WGSN, 2013), or uniform look
similar to Bronte's. Alternately, digital, pixilated prints embody the spirit
of the mobile age (WGSN, 2013).
Such prints will be seen on basic, classic designs (WGSN, 2013).
With an increasing consumer demand for
mobile technology, to business trends in social media, the participation in the
technological sphere is beneficial for all users (trendwatching, 2013). As it is a must for
all of us in our professional lives, it’s beginning to not only enable
productivity, but creativity (Graham-Rowe, 2011). Connect to
your mobile phone through fashion, if you haven't already, because the Mobile
Society is here to stay.
Industrial-Styled Sustainability
Trend 3#
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Spotted outside of Myer Centre in Queen Street mall, Brisbane, 21st March 2013
In the
face of the uncertain future, youth like Choi here are looking for more. He
wears a slouchy, oversized knit in combination with rolled-up trousers in
the Pantone shade of ‘endless blue’, which is forecasted by Première Vision to trend in winter 2014. (Première Vision , 2013). He also wears oxblood Doc Marten combat boots, because
“not only do they look good, they’ll last forever”.
A noted
consumer macro trend is that customers are becoming very cautious about buying
new (Euromonitor International, 2012). Sustainability
enters the fashion scene, not for the first or last time. There has been a
decline in the interest of moderately expensive fashion labels as consumers are
becoming more frugal, triggered by the global economy and the dollar strain on
every-day life (WGSN, 2013).
Choi is embracing
the sustainability trends from toe up. Channelling the industrial trend by “bringing
new proportion and oversized silhouettes into play”, while also focusing on
functionality in terms of both his clothing and accessories (Wallbank, 2013). The Doc
Marten combat boots make a strong durability statement – as they were
originally worn as workers boots, they have a reputation for being long-lasting
and highly durable. The sweater and rolled trousers provide and industrial
look, with the knit and denim textiles are durable and functional for every-day
wear (WGSN, 2013).
The overall muted colour tones are modest – in touch with the trend of buying
for sustainability and the forecasted colour trends for casual flats in 2014 (WGSN, 2013). The large duffle
bag, to top off his entire outfit, signifies that Choi is ready for anything.
In times
of financial hardship, and the existence of the cautious consumer, corporations
are catching on, implementing sustainability into their business plans as a
higher priority (WGSN, 2013).
The ‘thrifty mindset’ we've seen here demonstrated by Choi, and what we will be
seeing on the streets more often in the near future, will thrive for at least
the next few years (Euromonitor International , 2012).
References
Battersby, M.,
2011. In the club. Viewpoint, p. 86.
Booty, E., 2011. Majority Report. Viewpoint, pp.
64-65.
Euromonitor International , 2012. 10 Global Consumer
Trends for the Next Five Years. [Online]
Available at: http://blog.euromonitor.com/2012/12/10-global-consumer-trends-for-the-next-five-years-strategy-briefing.html
Euromonitor International, 2012. 10 Global Macro Trends
for the Next Five Years. [Online]
Available at: http://blog.euromonitor.com/2012/11/10-global-macro-trends-for-the-next-five-years.html
Graham-Rowe, D., 2011. Amateur hour. Viewpoint, p.
109.
Keller, L., 2012. Winter 13/14 Footwear Trend Direction. View2,
December, p. 177.
Première Vision , 2013. Colour Trends Winter 2013-2014, Paris:
Première Vision.
Première Vision, 2013. Print Trends Winter 13-14:
Screen, Paris: Première Vision.
trendwatching, 2013. South & Central AMerica: What
You'll Get. [Online]
Available at: http://www.trendwatchingreports.com/south-central-america/what-youll-get/
[Accessed 18 March 2013].
Wallbank, S., 2013. SS 13/14: What will trend. Ragtrader,
March, p. 16.
WGSN, 2013. A/W 14/15 Fashion Forecast. [Online]
Available at: http://www.wgsn.com.ezp01.library.qut.edu.au/content/report/Creative_Direction/Autumn_Winter_2014_15/a_w_14_15_fashion_forecast.html
WGSN, 2013. A/W 14/15 Fashion Forecast. [Online]
Available at: http://www.wgsn.com.ezp01.library.qut.edu.au/content/report/Creative_Direction/Autumn_Winter_2014_15/a_w_14_15_fashion_forecast.html
[Accessed 18 March 2013].
WGSN, 2013. A/W 14/15 WGSN x Royal College of Art:
future trends. [Online]
Available at: http://www.wgsn.com.ezp01.library.qut.edu.au/content/report/Trend_Analysis/Materials/Inspiration/2013/February/a_w_14_15_wgsn_xrcafuturetrends.html
WGSN, 2013. Materials Forecasr A/W 14/15. [Online]
Available at: http://www.wgsn.com.ezp01.library.qut.edu.au/content/report/Design_Forecast/Materials/Autumn_Winter_2014_15/a_w_14_15_materialsforecast.html
[Accessed 18 March 2013].
WGSN, 2013. S/S 14: Première Vision top 5. [Online]
Available at: http://www.wgsn.com.ezp01.library.qut.edu.au/content/report/Trade_Shows/Full_Report/2013/Feb/Trends/s_s_14_premiere_visiontop5.html
[Accessed 18 March 2013].
WGSN, 2013. Sourcing in 2013 Outlook. [Online]
Available at: http://www.wgsn.com.ezp01.library.qut.edu.au/content/report/Sourcing/2012/December/sourcing_in_2013outlook.html
[Accessed 18 March 2013].
WGSN, 2013. SS14 Premiere Vision: Colour Analysis. [Online]
Available at: http://www.wgsn.com.ezp01.library.qut.edu.au/content/report/Trade_Shows/Full_Report/2013/Feb/Trends/s_s_14_premiere_visioncolouranalysis.html
[Accessed 18 March 2013].
Worth, M., 2013. LMFF: Business Series. Ragtrader,
March, p. 4.
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