AW13 Trend report for PUMA

4C AW13 Trend Report

Chloé Wicks N0329445Erin Haina N0488868

Talilla Henchoz N0376186Shannon Peter N0311632

AW13 Trend Report


For Autumn Winter 2013, Surrealism lies at the heart of the key trends.

Although socially and politically we are not in a period of unrest, the continuing

recession and the uncertainty of what lies next in the world of technology leads us to immerse

ourselves in alternative realms, to seek refuge from reality.The ‘poster boy’ of Surrealism, Salvador Dali, is currently being

celebrated in a major retrospective at the Pompidou Centre in Paris and in Sweden, a collection of Surrealist works entitled The Supersurrealism

has just closed at the Museum of Modern Art in Malmo. In May 2013, Man Ray Portraits will open at the National Gallery in London – an exhibition that highlights Man Ray as a key player in the Dada and Surrealist art movements. As well as being heavily documented in the contemporary art scene, the Surrealist theme has also been referenced in many aspects of visual and popular culture, from fashion prints created by

Inspired by Surrealism as an overlying theme, we have

2013 season that will take you out of this world, back down to earth and to the bottom of the sea.SPACE TRIP | URBAN DETOX | ATLANTIS

4C are a group of young creatives based

in Nottingham, UK who have joined forces to form

an innovative trend forecasting

the pulse of new ideas and reoccurring themes, we use as many resources as possible to discover new ideas that help us to identify the key trends for each season.

!e Trends

4C


Spaceiptr


Possibly the most surreal of all three trends, Space Trip explores

what lies beyond the Earth’s skies. Like

of a heady concoction of hallucinogenics, nothing is as it seems. This trend is the meeting

point where 90s rave culture and 70s psychedelics meet to create a 21st century vision of outer space.

Azaelia Banks’ video for her single ‘Atlantis’ is the

holographic repetitions and mystical space imagery

creating an ironic anti-technology aesthetic . Key ideas: Intergalactic Hallucinations / Virtual

Reality / 90s Rave / Fluorescent Glow Sticks / Neon Kitsch / Kaleidoscopic Repetitions / Life on Mars / Gwen

Stefani circa 1995

Space Trip

MartianAcid HighHallucinateSupernovaNebula


PlayfulProportions

A playful nature combined with Surrealist themes will be a prominent trend within visual merchandising. This trend involves the distortion of everyday objects, such as glasses and keys as pictured, and will create magical retail playgrounds that will evoke reminders of childhood within consumers. Although not a new reference, photographers such as Tim Walker will play a prominent role in this theme. His fantastical, mystical works often rely on distorting the scale of objects to create surreal landscapes. Adding to the Surrealist references, colours will also be distorted, in which everyday ‘natural’ colours will be

Key Ideas: Honey I Shrunk the Kids / Playing with


Kaleidoscopic Clash is all about bold, bright clashing prints. With an obvious link to Surrealism, through the optical illusion aesthetic, the trend is also inspired by the Cubist and Bauhaus art movements, which relied on geometry and repetition. Although this trend is inspired by space travel and could be described as futuristic, there is also a correlation with 90s fashion that gives it a retro feel.

The main prints for this trend are a combination of small and oversized shapes used in repetition to form kaleidoscopic patterns. In bright neon colours, these patterns would not only be reminiscent of space and intergalactic travel, but they would also follow the idea of a hallucinogenic

Key ideas: Geometry / Colour Clashes / Optical Illusions / Psychadelic Patterns /

Hallucinations

ClashKaleidoscopic


RangersRadioactive

A combination of the 90s and 70s scenes is recreated in this space invasion trend. A kitsch, fun approach will be adopted through neon bomber jackets and colour block space suits, already being seen at Mugler, with a recreation of the modern astronaut. Trippy, neon brights will be the primary colours used, teamed with oil blacks, referencing

interpretations of the ‘unknown’, menswear this season will see a wide spectrum of literal and metaphorical space

Key Ideas: Space Suits / Neon Astronauts / Monster Mash / Neon / Colour Block / Sci-Fi Fantasy Retro Space Age


UrbaneoDtx


With technology currently moving at an immeasurable speed, it is no

wonder that we have started to seek solace in the natural world. Throughout

our current journey into the technological unknown, the natural environment can provide a

settling organic certainty and although we are unlikely to completely shun our iPhones and laptops, getting back

to nature will act as a welcome screen-break – an urban detox.Although feeling ‘at one with nature’ will be a common desire, due to time constraints and other strains in contemporary lifestyle, for some, this ideal is unreachable. Therefore, visual references to this theme in creative direction will be key in providing a similar satisfaction to the real experience. Key Ideas: Wilderness Exploration / Cub Scouts

and Camping Culture / Forestry Scenes Natural Resources / Organic Patterns

Hiking and Outdoor Pursuits

Urban Detox

BreezeMorning HazeBurnt BarkLumberRetreat


existence is something we will continue to struggle with throughout this season, and visual merchandising

creating a fusion between technology and nature within the interior architecture and in store environment. Icelandic LA based architect Gulla Jonsdottir is a key reference for this trend, whose work focusses on an organic fusion and experiments with ways in which nature can live seamlessly alongside technology and industrialism. LA based artist, Kelly Lamb is great inspiration for how nature can live inside, through miniature gardens and terrariums, and plants encased in manmade containers.

Key Ideas: Technology Meets Nature Interior Fauna / Bringing The Outside In

Organic-Urban Fusion /Harmony with Nature

OrganicHarmony


With the sudden surge in interest of the environment and eco-friendly products within society we are beginning to see a correlation with this within print and pattern trends. This trend which we have named Mystical Woodland features a lot of eerie woodland prints, nature scenes and intricate details of various plants.

These prints and patterns have been a recurring theme seen in the work of artists such a Eva Lechner and has also been seen on the catwalks from designers such as Mary Katrantzou. This trend takes inspiration from all parts of nature, trees, rocks and the earth.

Key Ideas: Natural Scenes / Photographic Prints / Landscapes / Muted colours / Sombre Forests / Distorted Trees / Eerie

Woodland

WoodlandMystical


The concept of strengthening the relationship between humans and nature will be portrayed through material, silhouette and colour this season. Raw palettes, oiled leathers and heavy knits are already being showcased by

with artist Greg Simkins creating XXL bomber jackets showcasing nature’s darker side. This trend further answers society’s plea to escape from our technology driven world, back to our organic roots.

Key ideas: Animal Furs and Hides / Animal Motifs / Raw Edges / Bear Grylls / Prehistoric Man

HunterGatherer


Atlanist


Along with the urge to get back to ground level nature, there is also an

increasing desire to discover more about the creatures that live in the earth’s waters.

Under the sea is a trend that reappears season after season, but Atlantis incorporates a look at the

very bottom of the ocean, where divers rarely explore and where marine life is a surreal, mystical marvel to witness.

This trend plays on the cultural theme of escapism, discovering lands that lie beyond our everyday reach in order to distract us from the current technological and economic uncertainty. Altering and

motifs to then be used as leather to create their shoes. Key ideas: The Sea Bed / Lost Underwater

Worlds / Holographic / Crystals and Coral / Aquatic Wildlife

Atlantis

AbyssOpalescentAnenomeBarracuda


Bioluminescence

Visual merchandising sees the darker more sinister side of Atlantis, far beyond the pretty coral reefs.

continental shelf provides direct inspiration for in store creations this season. At the depth of this species’ habitat, there is no light, just their bioluminescent attributes, helping them to capture their prey.This sinister concept will be recreated in store with dark atmospheres lit up with cold neon lighting to mimic an underwater ambiance. Glowing signage and

create aesthetically pleasing installations similar to those created by French artist/architect Serge Salat.This combination of light with dark will be a large factor of this underwater theme, mimicking the style of the designer Dennis Parren, who focusses on the refraction of light. The beauty of this underwater harmony of light will be integrated into brands individual aesthetic to reference the fascinating underwater life and chemical processes.

Key Ideas: Natural Neons / Angler Fish Light Refraction / The Sea Floor / Glow in the Dark

Coral / Sea Anenome


Seen year after year, the nautical trend is constantly repackaged and redesigned. For this season, it takes a more unusual approach, looking at the unknown and mythical aspects of what lies below the water line.Crystal Dimensions explores the peculiarities

palette. Reminiscent of rare corals and precious stones, these prints represent the possibilities of mystical worlds that lie at the bottom of the ocean. Key references for this trend include artists such as

style prints and Professor Richard Weston, who is

print making, in which he scans rocks, crystals and gems and blows them up to create beautiful fashion prints.

Key Ideas: Crystal Formations / The Deep Unknown Metallic / The Ocean / Lost Underwater Worlds

DimensionsCrystal


Insertions of aluminium shades and waves of urban grey and deep blues will be seen throughout menswear this season. Taking inspiration from the iridescent life deep within the ocean, brings shimmering and metallic coats,

already being seen on a redesign of the classic Burberry trench coat. Clean cut suits in these almost translucent colours and materials, allow for a softer, more subtle aesthetic and create a mystical movement within menswear.

Prints will also play a large part in the underwater portrayal of this trend: Jonathon Saunders takes inspiration for his ombre shaded garments from large scale artist Olafur Eliasson who duplicates some of nature’s greatest

effects in his work . A literal approach will also be adopted, already noted at Sibling, where they showcased baby blue and powder pink knitted headware, potentially referencing creatures of the ocean bed. A lustrous colour

palette will be an on-going concept for Atlantic; glossy, shimmering shades to recreate this underwater world. Key ideas: Iridescent Shimmer / Metallic Fabrics / Peculiarities of Sealife / Coral reef / Mystical Fish Scales

AquaticIridescence


AW13 Trend

Translation


As PUMA has many different collections, ranging from basic

sportswear to fashion focused designer collaborations, the brand

attracts a wide consumer base. PUMA is aimed at individuals with an active lifestyle, who

are likely to enjoy the outdoors, therefore may take a greater interest in nature. Introducing the trend of

Atlantis to the brand could appeal to this consumer and also more fashion forward individuals as it is a combination of style with the beauty of underwater life. If the trend was translated throughout PUMA’s many ranges, it would reach consumers across the whole

by Rogers’ Diffusion of Innovation,from early adopters to laggards.

As a creative leader in sports lifestyle PUMA is a brand of

not only functional sportswear but also innovative fashion forward

clothing. With this status PUMA should aim to be at the forefront of every trend and

constantly strive to widen its consumer base. Due to the increasing interest in the peculiarities

of the natural environment, teamed with the desire to escape from a technologically suffocating world, consumers are seeking solace in nature. By incorporating the Atlantis trend into their AW13 collection PUMA would ensure the brand remains contextually relevant within fashion, art and the environment.

!e Consumer

PUMARecommended Trend

Atlantis


Following the trend of recreating the underwater world, PUMA could adopt this aesthetic through biolumincent

lighting within a dark atmosphere. Referencing the Angler

experimented with in the past, could be incorporated within the store environment. Further to this, suspended lighting could be used

of light, used by French artist/architect Serge Salat, whose work is pictured below right, would provide inspiration for in-store lighting.

Drawing inspiration from the stalactites found in underwater caves, coral-like installations could hang from the ceiling to create an overall underwater effect. Clothing could also be suspended within store to portray the sensation of

on Angler Fish,could be used to highlight the individual garments

Instore chairs shaped like coral or underwater plant life with

the store.

To further this trend, PUMA could potentially host a the

Atlantis theme literally to life.

Visual Merchandising

Instore VM Suggestion


When executed correctly, guerilla advertising can really create a social buzz.

We suggest using 3D display cabinets for PUMA Merchandise. Popular pedestrianized areas such as

bus stops and highstreet locations could feature these advertising installations. This concept could work well

during the evening through the use of the neon glow-in-the-dark lighting, incorporated within the outdoor tanks. This idea correlates to the work of Japanese artist Kingyobu, who has been

cities in Japan, as a marketing stunt.

For PUMA’s advertising campaign for this season , an underwater photoshoot, styled to appear as

atmosphere and UV lighting to resemble

effective concept.

Advertising

Advertising Suggestion


Rather the obvious nautical references often found in clothing collections, as a edgier and conceptual brand, PUMA

should take a more sinister approach. Inspired by the bioluminocity of underwater life, the PUMA collection could incorporate the idea

Metallic colour palettes and almost transparent materials could be used to visualise underwater life. This idea has already been seen in collections

by Alexander Wang and Anrealage, where these designers have explored technology and chemical processes to create fashion garments. This concept would

Neon coloured piping could be a clear connection to the trend and would work well in

safety aspect.

Focussing on the print trend Crystal Dimensions, repeated psychedelic motifs could be used as a more fashion forward line for PUMA. These intricate designs based on water patterns and sea plant prints would work well as prints on trainers or clothing. If used in panels or small elements on clothing, these prints would add a fashion edge to

functional sportswear.

In PUMA’s manifesto they describe their dedication to supporting up and coming creative talent. To continue this with this trend in mind, PUMA could collaborate with a print designer, such as Michael Cina,(work pictured right) to create new print designs for their products.These prints would not only be fashion-forward and on trend,

an artist would also give the brand extra cultural kudos and potentially widen their consumer base.

Product


Hailed as the retail capital of the planet, Tokyo is worthy of a place at the top of your city hit list. Home to some

of the most innovative designers, the brightest lights and the

of inspiration. The truth is 24 hours just isn’t enough to see the whole of Tokyo, but when time is of the essence, this guide should help you

experience the best the city has to offer.

WAKE UP…

…At 4.30 am (no time for sleep – you’re in Tokyo!) and make your way over to Tsujiki Fish Market – the gastronomic hub of the city - to witness the lively tuna auction. Just

Instead, you’ll want to save your suitcase space for oriental pottery from the surrounding market and you’ll also be able to pick up an authentic Japanese

cookbook or two.

satisfying your appetite, it’s time for breakfast. If your

of the sushi restaurants in the market and gorge on the city’s freshest sashimi before sunrise.

TOKYO24hours in...


From Tsujiki, jump back on the Metro and head to Harajuku. The main street to explore is

Takeshita-dori – the homeland of Japanese kitsch. You can spend forever wandering down here but these

are the must-dos:

EATfruit or even savoury delights, one of these should hold your hunger

off until you fancy popping into of one many eateries in the area for lunch.

SHOP Daiso is a 100Yen store that is far removed from its English counterpart,

LAUGH

of the camera and watch as your eyes are widened and skin lightened (the Japanese beauty ideal), before decorating your images with as many hearts,

Tip:out) you’ll be treated to congregations of teens in the most outlandish of costumes. They usually love having their

photo taken, so don’t be afraid to ask.


At the end of the street, and across Omotesando (home to Chanel, Maison Martin

Margiela etc, with Prada and Issey Miyake’s Pleats Please stores just around the corner) you’ll see

innovative merchandise. Our only advice: go in everwhere!

Other shopping highlights in this area include: Studious, 6%dokidoki, Comme Des Garcons Good Design Shop, Isabel Marant, Anrealage, I am I,

Moma Design Store and Shu Uemura to name but a few.

solace in Yoyogi Park: a welcome sanctuary from the visually invasive sights of the city and home to the calm-inducing Meiji Shrine and Temple.

DINNER TIME

Tick off another Tokyo area on your to-do list by heading to Roppongi for some delicious Yakitori (Japanese skewers) at Roppongi Momodori. We recommend the wasabi chicken and mini leeks washed down with a lychee

wine cocktail.

AW13 Trend report for PUMA

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