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Athena MayoFashion Journal Entries

Dr. HillerySpring 2013

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Table of Contents

WGSN 3

History 4

Cosmetics 6

Men’s Trend 7

New Show/Movie 9

Fabric Swatches 10

Do’s/Don’ts 13

Store Visit/Trends 16

Visual Displays 20

Design Report 22

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Entry #1 (February 11, 2013): WGSN

Some of the major components of the WGSN website are “Inspiration and Design” (de-signs, catwalks, photography, street shots, etc.), “Insight and Analysis” (fashion news, business, marketing, retail, etc.), “Product Categories” (list of product categories and re-ports on each), “City by City” (traveling guides, arts and culture, hotel reviews, featured artists from around the world, etc.), and the “WGSN Archive,” which hosts articles from 1997 to now.

I think this website is useful to the fashion industry because these articles are always up-to-date on the latest fashion news and it covers various aspects of fashion, from trends to political issues to business.

“Out of home advertising: digital trends,” by Rachel Arthur; September 5, 2012http://www.wgsn.com/content/report/Marketing/Communication_Strategy/2012/Septem-ber/out_of_home_advertisinglatesttrends.html

Thanks to technology, advertising has become more innovative and engaging to con-sumers, as forms of advertising migrated from the static traditional billboard ads and horizontal ads on buses and trains to the more dynamic videos, mobile device integra-tion, and interactive touch screens. According to Michael Palatnek, president and CEO of US out of home (OOH) agency C2C Outdoor, “People are getting very creative in terms of how to use the space thanks to the technology that’s facilitating it. It’s no longer just about branding, but thinking differently.” One example of this advertising Glamour magazine’s virtual shopping mall, located in New York. Consumers can shop through products without the actual products being present.

POV: Although this article was dated back in September 2012, this growing trend of dig-ital advertising is still relevant to this day. I’m currently taking an advertising art class, and my teacher worked at some of the top advertising firms in Chicago and Los Ange-les. According to her, if anyone considers making ads then they must think about the digital space. Not only does digital advertising creates a stronger bridge between prod-uct and consumer, it also makes a more memorable impression. I personally hate ads, ironically, but if the ad is well-executed and clever then I will appreciate it and even con-sider using the product.

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Entry #2 (February 28, 2013): History

According to WWD, we’ll be seeing in Spring 2013 the comeback of the Mod style that was started in the UK in the 50’s, popularized in the 60’s, then continued on until the 80’s.

Now:

From left to right: Louis Vuitton RTW, Versus RTW, Lisa Perry RTW

Then:

The designers of today kept the bold colors and prints, the straight silhouette, and the pixie cuts. One element they changed however was the makeup. The Mod makeup was a bit more dramatic then how it’s interpreted today.

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Here in this photo of Twiggy, the eyelashes were heavily emphasized, the eye makeup accentuates the eyelid space. The new fashion doesn’t keep the eye makeup that drew attention back then.

Another element that was changed slightly was the color. More colors are now incorpo-rated than before, especially with the checkerboard print.

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Entry #3 (February 28, 2013): Cosmetics

“Salma Hayek Extends Nuance Line Into Nails”

Salma Hayek extended her skin, body, hair, and cosmetics line, Nuance, to nail polish, which was released exclusively at CVS on November 19, 2013. The nail line contains 30 shades, each costing $5.99. Hayek wanted to target women of all ages for her line, therefore went with CVS for the launch to allow her to have full creative control and product research; she made sure that “[the formula]... wasn’t very toxic and you can put it on your children.” CVS executives stated that the line has since been a hit.

POV: I decided to check out the line on the CVS website. I like that the chemicals will be less toxic and the price range will be cheap. There were a few colors I would actually try, however I think she should extend her color palette a bit, like adding some soft green and orange. My concern is how well it applies to the nail, which would be some-thing I might explore for myself.

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Entry #4 (March 15, 2013): Men’s trend

Trend: Cropped pantsWhat does the trend look like?: Cropped pants with dress shoes, bow tie, sweater, collared undershirt, fitted blazer, black-rimmed glasses. Colors are either monotone or muted.Who is wearing your trend?: The dapper man who likes keeps things professional and stylish.What is my opinion on the trend?: I love how the overall look is very clean and it gives men more freedom to look fashionable, rather than looking too similar to each other or like “penguins”.

Interview with Marcel Coleman (Fashion design major at Columbia, ’14)

What do you think about this style trend?

To me it’s another personal detail in men style, my style. Whether I’m wearing boots or shoes to your ankle it gives you a different touch. It started off as a way of not getting my pants wet in the rain or the beach. Then I just started to apply it to my everyday wardrobe. I’m able to show off my boots as well as my fun contrasting socks.

Who do you see wearing this trend?

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It’s mostly street chic/urban youth. 19-25, maybe younger, maybe older, depends on the individual.

How do you wear it?

I always wear it! A huge percentage of my pants are cropped! It’s a transition[al] style; it goes with boots and loafers, that’s what I wear the style with! And cool fun socks!

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Entry #5 (March 15, 2013): New Show/Movie

Movie: Oz The Great and PowerfulSynopsis: Oscar Diggs (James Franco), a barnstormer and magician, after being whisked away on a hot air balloon during a tornado, found himself in the Land Oz. The movie focused on his trials and tribulations as he tried to restore Oz and resolve issues with the witches, played by Mila Kunis, Rachel Weisz, and Michelle Williams.

Fashion trend that might emerge: I think the fitted dress, with a chiffon-like, loose mate-rial of dress, long sleeves, ornate detailing, and exaggerated material that emphasizes the shoulders will emerge from the movie. It has a nice balance of elegance and drama without looking too out-of-place. I see this more for red carpet-wear.

Entry #6 (April 7, 2013): Fabric Swatches

Trend: Boucle Outerwear

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Fabric: BoucleFiber content: 100% Wool

The boucle outerwear trend features light, structured, oversized coats with pastel or electric blue colors. The fabric is made with mohair and wool boucle.

Source: http://www.wgsn.com.emils.lib.colum.edu/content/report/Trend_Analysis/Materi-als/Inspiration/2013/March/a_w_13_14_women_s_catwalk_formal_textile_analysis11.html

Trend: Silk satin

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Fabric: SatinFiber content: 100% Silk

The silk satin trend showcases formal relaxed-fit blazers and structured cocktail attire. The trend emphasizes manipulating silk satin material into feminine rounded silhou-ettes. The color trend here is richly saturated burgundies.

Source: http://www.wgsn.com.emils.lib.colum.edu/content/report/Trend_Analysis/Materi-als/Inspiration/2013/March/a_w_13_14_women_s_catwalk_formal_textile_analysis11.html

Trend: Tropical Lustre

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Fabric: JacquardFiber content: Silk and polyester

The tropical lustre trend uses Iridescent bright silk yarns on a dark ground. The print de-signs incorporate tropical elements, such as floral designs. This fabric is being used to make garments with simple shift dresses and tailored blazers.

Source: http://www.wgsn.com.emils.lib.colum.edu/content/report/Trend_Analysis/Materi-als/Inspiration/2013/March/a_w_13_14_women_s_catwalk_fancy_textile_analysis.html

Entry #7 (April 8, 2013): Do’s/Dont’s

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Rihanna’s double waistband jeans I consider a fashion “don’t”. We all know Rihanna has a great body, the fit of these pants does nothing to accentuate that. In fact, the strange contrast of the waistband does nothing but distract me from everything other than her crotch area, something no woman wants! (Ex. camel toe)

Oh geez, where to begin?? Well first of all, the prints all over this gown (?)! They all clash with each other and look like multi-colored doilies. And where’s the silhouette? The torso appears cinched but as the skirt flares out, crazy stuff is happening at the bot-tom, making her body look like some sort of morphed muppet. Nicki needs to burn this dress now!

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Oh, Derek J. It’s okay to show leg, but at least wear shorts! You look like you rolled out of bed and forgot your pants! Also, the sheer button-up makes draws too much attention to your torso that you seem top-heavy. Not flattering at all.

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I don’t understand what’s going on with Perez Hilton with this outfit. Is he wearing gloves? Or painted his hands? Either way, the yellow makes his hands look sickly. The overly flowery blazer he has on looks heavy on him, especially the sleeves. It wouldn’t look so ugly if the blazer was cinched near his hips. And his shoes doesn’t go with the outfit. Maybe some colorful dress shoes would make sense.

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Entry #8 (April 14, 2013): Trend Reports

Store: City Target on State Street

Trends:

Weaving: In the soft line merchandise I noticed the trend of weaving in objects such as belts, backpacks, straps on sandals, and hats. I also found the weaving trend in wicker baskets located in the home decor and the furniture sections.

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Floral: The trend of floral prints was prevalent throughout the departments. I noticed  flo-ral dresses, blazers, and shirts in pastel colors or neutral colors. In the home decor sec-tion, there were small spatial compartments and pillows that had white floral prints.

There was also floor mats that repeated the

same floral trend in the houseware section.

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Pastels: Solid pastel colors carried over in many sections of City Target. In clothing, the colors can be seen in sportswear, women’s, and children’s tops and bottoms. Pastels can also be seen in hats and swim suits.

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Neon: I noticed bolder colors crossing over in soft and hard line merchandise. Neon col-ors were spotted in towels, wastebaskets, tops, bottoms, and umbrellas.

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Entry #9 (April 7, 2013): Visual displays

Anthropologie

I love the use of floral and the springtime feel to these styles. It speaks to the feminine, quirky consumer, who are trendy but remain vintage. The consumer wants to make a fashion statement without being too bold or outlandish. She also wants to feel comfort-able no matter what she’s wearing.

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Ralph Lauren

The monotone color palette for this display correlates well with the setting the man-nequins are in. The display not only showcases the clothes, but also perpetuates a cer-tain lifestyle some consumers can relate to. It speaks to the rich, fashionable consumer who have the money to blow on quality clothes and lavish vacations. It reminds of Real Housewives of Orange County partying it up in Bora Bora.

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Entry #10 (April 7, 2013): Designer Report

Designer: Donatella VersaceCollection: Haute couture, autumn/winter 2013

For this upcoming season, Versace welcomes the runway with floor-length, silk chiffon dresses with an exciting pastel palette. A reoccurring silhouette in the collection is the contoured fitted bodice with a long, flowy skirt.

I personally love this gown because of the juxtaposition between the sculpted bodice and movement of the flowing skirt. I also love the monochromatic color palette, espe-cially how the sheer silk fabric is layered on the skirt. When in motion the skirt seems to mimic a watercolor painting.

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A retailer that may include this collection in their store is Saks Fifth Avenue because they carryhigher-end evening wear. The collection caters to a bold, fashion-forward woman of a higher economic status.

Source: http://www.guardian.co.uk/fashion/gallery/2012/jul/02/versace-atelier-autumn-winter-2013#/?picture=392468268&index=13