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Trends Project: Bryan Kaetz | RTL 1020 – The Business of Fashion | Dr. Laura Egeln | February 2018

CONTENTS

1. Part One: Peplum . . . . . . . . . . . . . . . . . . . . page 2 2. Part Two: 90s Logo Nostalgia . . . . . . . . . page 5

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Assignment 1: TREND – PEPLUM

CONTENTS:

1. Project Guidelines . . . . . . . . . . page 3 2. Peplum Lifecycle . . . . . . . . . . . page 4

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RTL1020 BUSINESS OF FASHION ASSIGNMENT #1/FASHION CYCLE ASSIGNMENT – 50 POINTS Dr. Egeln Objective: To understand and apply the stages of the fashion cycle to a current style. Procedure:

• Choose 1 style of clothing (a single garment) and the store it was purchased at.

• Identify which stage of the fashion cycle it is in. • Include a picture of the garment in the appropriate stage. • Find an example of the same/similar style as it appears or would appear in the

other 4 stages of the fashion cycle. Don’t include an image for the obsolescence stage.

Format:

• Submit assignment using the template provided (RTL1020 Fashion Cycle template), feel free to edit as needed.

• Include a picture of the main style and label the life cycle stage it is in. • Include a picture for each of the other 4 stages of the fashion cycle with labels. • Submit assignment on 8 ½” x 11” paper

DUE AT THE BEGINNING OF CLASS, WEDNESDAY 12/20

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Assignment 2: TREND – 90S LOGO NOSTALGIA

CONTENTS:

1. Project Guidelines . . . . . . . . . . . . . . . . . . page 6 2. Summary . . . . . . . . . . . . . . . . . . . . . . . . . . page 7 3. Trend Lifecycle . . . . . . . . . . . . . . . . . . . . . page 8 4. References . . . . . . . . . . . . . . . . . . . . . . . . page 9 5. Examples . . . . . . . . . . . . . . . . . . . . . . . . . page 10 6. Mood Board . . . . . . . . . . . . . . . . . . . . . . . page 11

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RTL1020 BUSINESS OF FASHION ASSIGNMENT #2/FASHION TREND ASSIGNMENT – 50 POINTS Dr. Egeln Objective: To learn about trends and the information they provide. Procedure:

• Go to vogue.com, select “fashion” and then “trends”. • Choose 1 trend to research. • Document the trend from 3 other sources (i.e. trade journals, newspapers,

magazines, websites, etc.). • Show at least 5 different examples of the trend other than pictures from

vogue.com (can include observations and/or interviews). • Describe and explain the trend and where you think it will be in 1 year.

Format:

• Prepare one page that shows the trend. (pictures, words, etc.) • Document the 3 sources that support the trend and include the information on

one page. • Show at least 5 examples of the trend. (pictures, interviews, observations, etc.) • Submit the description and explanation in a 1 page, SS, typed document.

DUE AT THE BEGINNING OF CLASS THURSDAY 2/7 Trend: Ankle boots? Street Style –

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90s Nostalgia

A trend that many fashion brand companies are currently maximizing on is 90s

nostalgia – or logo reissues in partnership with pop culture icons. This ranges from a few

couture brands like Gucci to more national brands like Tommy Hilfiger all the way to SPA

retailers, such as Gap. This trend is due to the want for nostalgic items – or “simpler times.”

These items help people remember what it was like during this past, or even in their

childhood years, when things felt a lot easier to a degree. “There’s comfort in the familiar,”

said Anne T. Donahue of Fashionista. During our ever-increasingly politically unsure

environment, we tend to run towards this familiar nostalgia of a better time.

Another influence is the current streetwear and hip-hop culture that permeates our

popular culture. Fashion brands want to capitalize on the popularity of these rap and hip-hop

artists and do so through partnering with them to create authentic ‘90s homages. Hip-hop

culture is of extreme importance in this day and age, so of course these brands want to use

this to their advantage.

This trend will likely continue for a few more years, as it appears to be in the Mass

Acceptance stage wherein you can see it out on the street and in mass retailers. It has yet to

hit the decline stage where it would be sold at retailers such as WalMart or TJ Maxx, but will

slowly trickle down as it continues to be in demand. The hip hop cultural influence will

continue to be extremely important to this trend and will continue to evolve into different

expressions through many perspectives through designers who have not capitalized on it yet

or retailers whose philosophy is that of imitation versus the current interpreters following

the innovators in this trend.

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References

1. The Fashion Spot: http://www.thefashionspot.com/buzz-news/latest-news/429385-calvin-klein-x-mytheresa/#/slide/1

2. The Cut: https://www.thecut.com/2014/07/will-selling-nostalgia-work-for-calvin-klein.html

3. Glossy: http://www.glossy.co/rise-of-streetwear/how-urban-outfitters-is-riding-the-90s-nostalgia-wave

4. Fashion Unfiltered: https://fashionunfiltered.com/news/2016/tommy-hilfiger-90s-throwback-capsule-collection-urban-outfitters/

5. Fashion United: https://fashionunited.com/news/fashion/gap-celebrates-logo-with-archive-reissue-collection/2018020119465

6. Esquire: http://www.esquire.com/style/mens-fashion/news/a52783/gap-90s-archive-reissue-collection/

7. Apparel Resources: https://apparelresources.com/fashion-news/features/gap-remixes-culture-diversity-new-archive-reissue-range/

8. Cision: PR Newswire: https://www.prnewswire.com/news-releases/gap-launches-archive-reissue---logo-remix-collection-with-original-film-and-remixed-musical-track-300586958.html

9. The Retail Bulletin: https://www.theretailbulletin.com/news/gap_launches_logo_archive_reissue_collection_02-02-18/

10. Gap: http://www.gap.com/browse/info.do?cid=83818&userSearchText=archive

11. Harpers Bazaar: http://www.harpersbazaar.com/fashion/designers/news/a19797/nautica-lil-yachty-creative-designer/

12. Fashionista: https://fashionista.com/2017/09/hip-hop-fashion-relationship-relevance?utm_source=site&utm_campaign=related https://fashionista.com/2017/08/90s-early-aughts-2000s-fashion-trends-revival?utm_source=site&utm_campaign=related

13. Tommy Blog: http://usa.tommy.com/en/tommyblog/re-edition-collection?icid=blog-LP:12-14-2017:story:re-edition-collection

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90s Nostalgia

Tommy Hilfiger is a major brand that champions this trend. This retailer was extremely

popular and influential in the 90s – everyone wore Tommy, from the overalls to the white tanks

down to the underwear. Everything had to be emblazoned with the logo. Currently, they are

bringing back much of this logo-centric apparel in their Tommy Denim and TommyXGiGi lines,

pairing this with the bright colors and color-blocking motifs of the decade. Another retailer that

has since jumped on this bandwagon is Nautica, in partnership with the rapper Lil Yachty. Due to

being in direct competition with Tommy Hilfiger, they have similar design elements in graphic

styles and bright colors all emblazoned with their iconic logos.

Gap took this trend in a slightly different direction in that they first started their “Archive

Re-Issue” by selling items that came straight from their archives – with little change to the

designs of the garments themselves. The most recent “Logo Remix” sees their iconic, heritage

logo utilized in different ways – but keeping to the blocking and pieces of the style. Gap also

partnered with current “trendsetters,” such as musical artists like Sza and Metro Boomin to

actors like Brie Vinaite and Miles Heizer to YouTube stars such as Connor Franta.

Other brands that took this in a different direction include Polo Ralph Lauren, who did

updated classics from their collections. They called this the RL Vintage collection and continue to

develop and sell garments for this line. These were more so inspired by westerns and the 1920s to

the 1940s. Levi Strauss also made similar efforts in their reissues or vintage collections – in that

they are much more inspired by westerns (and much more vintage than 90s nostalgic.)

Calvin Klein partnered with MyTheresa.com to create an updated, limited-edition

collection of their iconic CK logo t-shirts from the 90s. Urban Outfitters benefits from all of these

designers, fashion brand companies, and manufacturers by selling their garments – specifically

the Tommy Jeans label. Finally, Guess and Juicy Couture have also seen a bit of resurgence in the

demand for their wares – and have created updated logo garments as well.

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