This season s message is EVOLUTION

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1 Vol. 1 April 2013 Avery Dennison have partnered with WGSN, the leading trend forecaster, to provide powerful insights into the trends, integrated branding solutions and technological innovations shaping the rapidly-changing retail and apparel industry. This season s message is EVOLUTION Design, designers, and the design-empowered consumer are the intrepid adventurers in our changing world. Designers are imagining the next industrial evolution, expanding and evolving into the worlds of magic and mythology, interpreting the digital into physical form. Here WGSN introduce highlights from their macro trend forecast for Autumn/Winter 2013/14. The views expressed herein are those of the author and should in no way be attributed to Avery Dennison Corporation or its affiliates. While the information contained herein is believed to be reliable neither the author nor Avery Dennison makes no representations concerning the accuracy or correctness of the data. The customer/user should confirm independently the information provided herein All rights reserved Click here to receive AD TrendAlert in your in-box every month Angela Chrome Source: Simon Danaher simon.danaher@ntlworld.com 1

2 As the machine age evolves, new forms of industrialisation will emerge. Industrial Evolution Designers are leading a new industrial evolution inspired by biology, craft and 3D printing. The birth of new machines is changing future design processes, leading us into a crafted industrial age. Right now, manufacture is in a state of flux, oscillating between the digital and analogue eras. This trend looks at this moment of transition and the design it is inspiring open-source, unstable systems, improvised form, organic prototypes, and design by intuition. As the consumer gets more involved in the design process, new opportunities for product development are evolving. We see small-scale manufacture, batchmaking systems and print-on-demand enabling a more individual approach. Calik Denim As the machine age evolves, new forms of industrialisation will emerge. Designers will provide the blueprint, and we ll print products on domestic 3D printers or them to 3D fabrication units. Micro Utopias of mechanised craftsmanship will appear, yielding small, high-growth businesses. In his recent book, Makers, Chris Anderson describes the makers of a new revolution and the tools they are developing. 3D printing is rebooting manufacture and calling into question how we shape our objects as well as our society. You can print a flute or you can print a meal. You can even print human organs of living cells, he says. As the consumer gets more involved in the design process, new opportunities for product development are evolving. We see small-scale manufacture, batch-making systems and print-ondemand enabling a more individual approach. MakerBotIndustries natural hybrid Industrial Evolution 2

3 The contemporary, multi-ethnic world of is filled with infinite stories that combine traditional and futuristic folklores. explores the renewed interest in folklore and storytelling by creatives from various countries and cultures. It shows us a contemporary, multi-ethnic world, filled with infinite stories. From movies, video games and blogs to novels, design and art the significance of mythological figures, patterns and motifs points towards an expanding global visual culture where designers create richer and more locally relevant products. Even in a modern context, these tales of metaphorical creatures and adventurous heroes still fill us with awe and wonder. Myths are the stories people share to access their cultural identity and history. As more and more people share their stories and cultures online, ancient fables become intertwined and modernised. Whether we call it myth or science, explanations for the origin of man and the universe have always been sought. Today, the boundaries between science and storytelling are increasingly blurred. Mosaic tiles 3

4 Manipulated online images challenge ideas of authenticity, as we investigate the many layers involved in representing reality. Today, we live in an image-driven world, photographing every detail of existence and circulating those snapshots worldwide. This trend looks at what is real or genuine. How we manipulate images through filters dissecting, deconstructing, distorting, interweaving, tearing apart, stripping back and multi-layering. This doctoring is affecting the way we think about design, causing us to question the value of real and authentic scenarios and products. Sunset Placement Young artists are promoting a new realism one in which 3D displays and products are designed to be viewed online in 2D. While 100 people may attend an exhibition, 10,000 people may view it online via circulated images. Acknowledging this, displays have been created that play with the idea of real vs image, 3D vs 2D. Even in the age of the internet however, where manipulated images dominate on platforms like Instagram, we still seek genuine pictures images without filters, masks and distortion. New digital products like FourMatch and Normalize strip away treatments and filters to reveal the real image. Shahno This search for authenticity has lead to a recent debate sparked by the New York Times on the validity of the street shot as a representation of real fashion. The line between the person and the pose, the authentic and the fake is increasingly blurred. 4

5 Fashion Forecast How will the trends affect apparel design? Industrial Evolution: The changing relationship between man and machine takes utilitarian design in an artisan direction. This balances man-made lines and engineered hardware with soft uniform styling and synthetic comfort. Deliberate cuts and precise folds are offset with rugged molten coatings and rough factory finishes, while future workwear focuses on stripped-back functionality and superhuman technical updates. : Multi-ethnic folklore has been projected into the future. A contemporary take on local legends and stories updates ceremonial decoration and traditional craft with a new relevance. Patterns are enriched with a narrative message and ancient heroes are brought to life in gilded sportswear and armour-like tailoring. Sci-fi stories inspire cosmic proportions for couture, and finishes suggestive of space artefacts. : Everyday items and familiar categories are celebrated and altered, reflecting our fascination with photos and filters. Genres and techniques can be layered up or deleted to create sharply edited shapes and tailored sportswear silhouettes, or unexpected glitch textiles and eclectic styling trends that feel almost accidental. Familiar basics are perfected to produce future classics, and digital effects inspire colour usage and offset prints. Three Big Fashion Themes for Autumn/Winter 2014/2015: 1 Utilitarian design with an artisan feel, balancing man-made lines and soft uniform styling. (Above. ) 2 A contemporary take on local myths updates ceremonial decoration and traditional craft. 3 Familiar basics will be perfected to produce future classics, as digital effects inspire colour and print. (Below. ) 5