AUTUMN winter 20-21

RE-PURPOSE.jpg

In term of fabrics the upcycling track will be still explored, as well as connected and innovative fibers or more humbly fabrics made of linen or rye less expenssive and more sustainable than cotton.  

mood board

FALL WINTER 21 TRENDS

MARKET STUDY 

 

In the era of the RE, Re-Purpose takes you to a sensorial wellness, where statement & diversity are integrated in design as a mass mattering concept. We re-purpose the message as well as the function of garment with humor and femininity. 

 

Color range keeps some very sharp primary colors and meets hazy pastels before getting warmer on nudes and a coal brown. 
 

RE-PURPOSE-aw-21-concept-constructive-me

Some proper lingerie brands are clear on the message such as Baserange or love story intimates using the elastic to spread love messages ! 

key concept 1

CONSTRUCTIVE MESSAGE

Marketing is surfing on post "Future is female" headline and is putting the message up : "get back your dreams and your identity". 

For the first time in the history Nike designed soccer shirts for Women measurments and body !

Mass market  (Jennyfer) uses adverstising to clean its previous identity and helps its customers to break the previous codes of affiliation.

Even Haute Couture, with Viktor & Rolf, goes over the influencers and advocates for " I'm my own muse" 

RE-PURPOSE-aw-21-concept-posictivism.jpg

For instance during last fashion week in Milan, Nyc, London or Paris, we observe strong messages from the brands. The best example is still Gucci and its #mybodymychoice. Retails are also showing examples as the box water given at Everlane's NYC shop. Women's right fight codes are rerouted to more humorous messages. 

key concept 2

POSI-CIVICISM

Statements are turning into a more civicism positioning willing to support the cause that contemporary gouvernements and way of living could threaten. In a contraction of Civicism and the extra positivity that is manifesting in fashion, there is a civic-mindeness momemtum which goes beyond Body positive move. And somehow it brings an ultra positive strenght. 
 

RE-PURPOSE-aw-21concept-waste-grandeur.j

Art  scene is going to the move of Eillen Fischer who started "Waste no more " in NYC, collecting discared garments to make a great exhibition of art,which turned in NYC and Mian during last Salone del mobile. 

key concept 3

WAISTE GRANDEUR

In the concept of blue & circular economy, waiste are rejuvenated, transformed in innovative new source, recycled, turned into piece of art... and offer a new possibility of design process. We can expect to go deeper in the innovation of  fiber from citrus fruits & particularly orange's peel, coffee or tea, ocean collagen, spider yarn's transformation or recycling yarns and polyester .