Trend Research florals

Floral

What trend do I identify? Why?

One of the future trends that I identify with is florals (forecasted within all future years due to the way that it is a timeless super trend popular every year) It has become a key trend also for both summer time and winter next year as reflected within the trend forecasts and the catwalks shown at fashion week. The reason that I identify with this trend is due to several reasons listed above:

·         Femininity – to me nothing showcases femininity then the use of florals within a garment, to me florals represent a women in many different ways. For example the way that a flower has an array of delicate soft petals to them suggests that the women wearing the floral design has a delicate, soft caring nature to her and the way that flowers are one of the most beautiful natural from in nature drawing all to them from us to the insects, therefore for a women to wear that floral image its sating to the public that like a flower she is naturally beautiful and that also by wearing these floral images she is as desirable and attractive to others (which we all want to feel) like a flower and therefore turning this image into a metaphor/symbol. This in turn would make the women feel nice about herself as a women and therefore feel feminine due to the imagery’s suggestion.  I have an infinity with florals due to the way in which I aim to create clothing that makes a women feel feminine and beautiful which florals (because of the link to florals to women) do and also due to the way that I am inspired by the natural environment and therefore base all my designs off.

·         Classic imagery with timeless quality – the use of the floral image is one that has been popular throughout history dating way back when images first started being drawn and embodied into cloth by workers for the rich to show off their status. The way that I have an infinity with it this way is that one of the other qualities that I want my brand identity to have is this quality to it where it doesn’t age so that my customers can buy my quality pieces and not get drawn into the fast fashion trends but instead can enjoy an outfit that they know will still look good within the market in 20 years form know and florals are one of the trends that are timeless and are a “super trend” so the customer doesn’t have to worry about looking old she can just enjoy the desired feeling why wearing it, she doesn’t have to worry about if she will fit in she can just be herself and that is one of the things that florals allow. Pieces that you see in the past and are “vintage” are seen in the new collections on the catwalk making this recyclable brand one that will keep on being popular for everyone within the far future due to the way it makes a cycle that has no end to the string. Overall all these elements makes it perfect for my inspiration for my work as it sends out my brand identity and message out clearly while showcasing my personal style and what I like and inspired me.

Where did you obtain the research?

Again I gained my research from looking at WGSN and the latest catwalk shows along with the clothing that we are already seeing on the high streets that are currently using floral within their collections like the way that Zara have a very William Morris inspired look in their jumpsuits in the window and the way that River Island have a very different black and white jumpsuit with line detailed flowers upon it. Therefore this allows me to see what is happening now within the current market and also how these may develop or stay very similar within the future making it interesting to see the change if any that floral designs will have or if they are so classic with their style that they are not changing completely but instead becoming level within the fashion textile industry. WGSN is key to see the way that the floral look is applied in different ways such as in both fashion and the interior marketplace therefore it helps me to see the different preferences within each area and that if what I create doesn’t suit one area would it suit another and be more successful there. To really look and research this in more detail I feel that I need to look more at the use of florals in the high end market outside the designers that In have an infinity with to see they way that they can be applied onto an outfit to create a look that is different from what people also within the market are doing with their imagery creating and individuality within this trend that is so vast, and hopefully by doing this it will attract people to my work and be desirable within the competitive industry.

How do these fit into the designers I have looked into in shop report?

This trend fits into the designers that I have looked into on my shop reports and in week one (first couple of pages where I looked into two designers that I like the style off) due well here are the designers I looked as and why or why not they fit into this trend:

Designer	Does it fit the trend	Why
Eunsuk Hur	yes	This designer is one that uses both print and lazar cutting to make these 3-D floral statement pieces that does have infinity with this trend due to the way that even though her work is not really within the retail market (as it is more of a sculptural piece) does fit into the floral trend due to the way she lazar cuts these beautiful delicate floral pieces. Looking at her work it is very inspiring at the different ways in which you are able to make the imagery of the flowers to look more interesting and feminine then just the standard print making her a designer to look out for because of her creative ways of making her products
Dolce and Gabbana	yes	Dolce and Gabbana is one of the  designers that use florals as their brands bread and butter, creating these really refined delicate flowers for their prints especially within their summer collections. This I feel really makes the collections feel so inspiring to me and helps them build up this identity of being a very beautiful feminine brand that is very desirable to nearly everyone. They obviously have a great infinity with this trend as they use it so much within their own work even using the imagery of the flowers down to the marketing of their product.
Valentino	yes	Valentino’s collection at the moment feature embodied florals or classic british wildlife in nearly every garment they produce in their high end stores making this trend one that they are already following and will do within the futures clearly showcasing their infinity with it. They use this trend to show off their timeless feminine quality with the use of the flower images on sheer fabric to really exaggerate this delicate quality that people link to women in general. There use of there florals are inspiring and really states their brand message of femininity and beauty  making it one to look at due to it holding the elements I want my brand identity to have.
Roberto Cavalli	yes	Roberto Cavalli uses florals well within their collection by using them with borders and in placement areas that allows them to cleverly place them in the most flattering way and a way in which means that the wearer doesn’t become too over whelming. The mixture of florals with borders and shapes also allows them also to be economical about where to use the print. The thing that makes them a little different from the other designers though is the way that unlike the other ones they look at the use of my photo realistic imagery using digital printing mainly, making it one to look at to see if this style is more successful than the other more painterly florals within the industry at the moment and also within the future.

All these designers  have a infinity to the floral trend and this really showcases just how popular and important that this super brand creates, and therefore is one that if you can get into you will always be in demand and successful within the industry (and not just in fashion but also within home wear and basically every aspect of the market as a whole) therefore it is one that is important to take note from and follow.

How does this trend relate to my own work?

This trend easily related to my own work as you can see within the right hand side of the double page spread. As a designer I am inspired by the environment around me but especially the plant life found within a British country side due to its natural beauty, the femininity and also the fairy tale quality that they own (due to the way that a flowers is seen as a perfect form which we all want to be linking to fairy tales as they are what we view as a perfect setting as everyone want a happy ending, also the way that florals are always featured within these classic fairy tales such as the secret garden showcases their link) overall this means that I am already using  this trend and this will not end within the future as the whole of my brands identity relies on the floral image so if I didn’t have this it would destroy me as a designer, therefore this is a trend that is key for me and close to my heart as it’s my specialism/style.

Conclusion of the trend

This trend is completely me and relates to my brands identity and my style so it is a direct link to myself, therefore it is really important to keep looking at this trend in both my path (fashion) and also outside this at different markets as this will broaden my knowledge of the different imagery used and the way that is applied differently within different areas of the industry. this trend is the biggest trend of them all with it being all over the shop from both high end to low end stores, it is also one that will never end due to its recyclability and timeless quality as stated above so is important to see as you are able to view what and why it’s so successful and use this knowledge to your advantage which is always good as this will help you within this competitive industry no matter what trend you follow, but ultimately this is a trend that is me so it is vital to keep up to date with the floral look buy using WGSN to help me in my saleability of my work.