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The trend for s/s 14

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by

Zoe zhang

on 8 June 2014

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Transcript of The trend for s/s 14

Evidence of Androgyny in history
1960's [HIPPIES]
1970's
Women's Liberation MOVEMENT
1980's


Influence of famous musicians
BOY GEORGE
Prince Rogers Nelson
David Bowie
Marc Jacobs
Lady Gaga
Androgyny is not trying to manage the relationship between the opposites; it is simply flowing between them.

The trend for s/s 14
2015 s/s trend
2015 s/s trend
YSL
smoking
Viktor & Rolf
Victoria Beckham
All Saints

Outsiders, All Saints, Stella McCartney and ICB

BCBG, Calvin Klein, Daks
Viktor&Rolf, Wood Wood
masculine or boyish, doesn’t mean you have to say goodbye to skirts
Karen Walker and Stella McCartney
relaxed pants
an oversized shirt
Attitude
DKNY
Balmain
Givenchy
Dolce & Gabbana
Man
Woman
Customer Profile
Jeremy Scott
Classic
From: Russia

Age group: middle age
(30-40)

Tomboy attitude
Denim
Return to the old biker jacket
Alexander McQueen
Men Catwalk

2015 s/s trend
by June Singer
2015 s/s trend
strong visual impact
high-shine
metallic leather
Androgyny
- DEFINITION

Conscious fashion decisions give opportunity to solidify or re-define gender stereotypes.Androgenous fashion subtly transcends these established - societal gender codes by combining both genders characteristics into ONE OVERALL LOOK !!
· masculine silhouettes

· bond eyebrows

· strong eyes

natural skin
2015 s/s trend
MARKET SEGMENT





KOOPLES
D & G
ADIDAS ORIGINALS
The Length of Trend Cycle

TRENDS IN STORE
According to WGSN
Androgynous trend
in Chinese Market
CONSUMER PROFILE
Age Group -
no age limit

Lifestyle

Healthy, organic food
MUSIC
love FLOWER
Sport
Jean Paul Gaultier
-French designer
healthy life
John Galliano
Dolce&Gabanna
Vivienne Westwood
music
ROCK
CAR
Travel to Spain
The Kooples
Make- Up
LEISURE
JAPAN
Key drivers of androgynous trend booming in China
Coffee
Li Yuchun, Chinese singer
· masculine outlook and voice

· winner of the live TV Super Girl contest in 2005

· girls follower
1. women dissatisfied with their gender.

2. voguish, boyish style.

3. desire of power
Global Trend?
vs
In the UK
1. since Queen Elizabeth I

2. mainstream in fashion in both luxury, high street and sport brand.

3. mature stage in
statement of liberty and equality
Kooples
Adidas
Dolce and Gabanna
Punks 1960's
Rolling Stones
Key Drivers
BOY

STYLE
Desire of Power
Celebrity Influence
Workplace Equality
Societal Influence
Homosexual acceptance
The androgynous trend is increasing from the acceptance stage to peak stage globally.
Mainstream fashion
THANKYOU :)
Fashionista influence
M035LON - TREND PREDICTION AND FASHION FORECASTING

GROUP 2
SAACHI KOHLI
DHARANI REDDY
Han Huohuo
QI ZANG
MINGYU ZHOU
M035LON -
Full transcript