The FUTURE of Fashion

Everyone is watching you, and everyone knows where you are, what you’re doing and when. The project is about if you put your phone in ‘the Stealth Pocket’ you are invisible, no one is able to contact you, or talk to you at all.

Meat Pack Hijack is an app which is available on phones, which sets up an app and lets you know the discounts which are available in the Meat Pack store – each second that goes by the percentage of discount decreases each time; which brings an excitement and individuality to the store. 

Nectar points and discount cards are the future of shopping, with giving and signing up to this information, you are able to be contacted and individually publicised to about certain products which they have seen that you already have bought. Something that you are common and more likely to buy will be pushed to you first with a discount to enable you to feel special and have a more personal feel with the company; as well as keeping customers loyal within a certain industry.

Fashion as a Movement

• The Age of Collaboration: There have become a lot of collaborations within industries, such as Apple and Burberry, to create a cool, and other industry specialistic work. There is a lot of Fashion with Tech, Film, Music, which has enabled brands to really push publicity as well as almost rebranding themselves. 
• Avoiding Mega-Systems: Amazon, Google, Starbucks, Armani, Doche and Gabbana, Apple – all of these do not pay tax, which means that they have a different company which has a much lower tax, so that they only have to pay the smaller amount of Tax to allow them to wiggle their way out of paying. The Irish and Dutch Government are known for helping the lowering of Tax within companies. 
• Digital Craft:  The online experience has to now appear like magic; the Gucci Store in Milan, and the Burberry Store in Regent Street are an example of this. 

POLITICS OF FASHION

In the 80’s people would spray your coats and jackets with spray paints as it was so frowned upon; it is something that people are constantly questioning. Leather is another, although it is within the food market too, big cats like tigers, leopards are not considered acceptable within this day and age; and a lot of magazines and boutiques will not touch it. Prada this year have focused on fox fur, which is being looked at in great detail with the Anti Fur Lobby and cosmetic testing. Within the UK, there are no fur farms, and there are no large fur creations within the UK, however it is still large in Europe and other countries abroad. 

An 18th Century Man of Fashion, within the fashion industry there is a stigma, which has been around for 200 years is for men who are too groomed and too into fashion for what is seen acceptable. A Macaroni is someone who pays too much attention to themselves, too much styling and fashion incorporated within one look, has its own term within the industry. Within the industry there is a lot of Social Conditioning, of what is said, and what is acceptable; this is very interesting and something which is looked at and studied very closely within the industry.

Break Through in Fashion

In 1966, there was a new face on British Vogue’s cover on the March Issue; Donyale Luna. She was the first American black model and actress to be seen in the lime light; she was shot by David Bailey, one of the largest photographers of the time. Because she was such an inspiration and a new life for the fashion industry and the world of modelling, she created and opened a door to other black women aspiring to have their say in the industry. She enabled models such as Naomi Sims, Iman and Naomi Campbell to become an inspiration to the younger generation. Donyale Luna will always be remembered and inspired by those who knew her, as well as those whose lives she has opened up. She was described as:

“A new heavenly body who, because of her striking singularity, promises to remain on high for many a season. Donyale Luna, as she calls herself, is unquestionably the hottest model in Europe at the moment.”

MEN IN FASHION

Commonly, many of us mistake fashion as something that is aimed predominately at women, however, although there is such a large, undeveloped and exciting market still to be discovered. However, it is known that Men are not seen to follow the catwalks and the up and coming trends as women, instead of looking at the head designers and high fashion. Instead, it has been proven that when Men are looking at fashion, they focus on the celebrities which are selling them the fashion and products, as well as looking at them to teach them about the upcoming trends and what to do. Films, music, fashion and celebrities all play a massive part within the fashion industry and the way Men see fashion as a whole. 

When Pierce Brosnan was James Bond back in 1995, Pierce has a full chest and stomach of hair, as back then that was exactly what was commonly found within the audiences. However, the last James Bond film with Daniel Craig in 2013, the actor was completely hair less on his chest and stomach, as times have changed and what is now seen as desirable has manipulated over time.

THE BIG 4

There are four main Fashion Weeks which happen during the Fashion Calendar Year; Paris, Milan, London and New York. Paris is the capital of Fashion, and always shows first from the Couture collections, and almost 2 months before the ready to wear starts. Milan is a very wealthy fashion week, and has become one of the wealthiest country within the fashion industry. New York has always, and will always be very organised, polished and well thought of. Then, London is commonly still seen creative, young and innovative; however has a problem with price, large labels such as Dior have three shows: buyers, private clients, then the media. After the fashion weeks, there are then showrooms, which can be booked, where their garments can be bought.

Fashion Monitor – MY profession

When looking deeper into the fashion industry, and the promotional aspects within the business, I have realised that not only is there such a range of available jobs, but they have come so far, and developed so much over the years! This therefore leads me to believe that although I have an idea of a job at the end of my degree, the fast moving industry may therefore have a more in-depth and up to date position instead; which is in fact incredibly exciting.

Looking into my profession is something which I find so interesting, yet due to the amount of jobs, and the development of the existing ones, I have to be incredible careful to be open and willing to change with the industry, therefore looking at an exact job can be hard, but using Fashion Monitor has enabled me to look at what is current, and possible jobs I would find myself working in within the next 5 years. This has enabled me to look in more depth at the industry, as well as myself and what I want to get out of the fashion industry, and where I will be able to leave my stamp.

http://www.fashionmonitor.com

FASHION AND TEXTILE MUSEUM

Over the years, the Fashion and Textile Museum has held so many incredible and memorable fashion exhibitions, which have always been a great inspiration for my work and looking into greater detail of the history of fashion. This season, it focuses on Knitwear; Chanel to Westwood. The vintage inspired knitwear focuses on the 1920’s jersey, the 1930’s swimwear collection, all the way to Vivienne Westwood and Julien MacDonald’s work. This range of designers and the impact that the whole exhibition has is just incredible, and the art movements over time become so impacting as you enter the world of knitwear. 

When looking around the exhibition, my favourite piece of knitwear would have to be Julien MacDonald’s’ Mixed Synthetic 1900’s sequinned dress. The change between the inner body within the dress and the high neck was just such a different style and added such a power to the piece. Although a neck length, tight, short sleeved garment, there was something very uniquely beautiful about it, and the whole piece was so delicate yet powerful in itself. The panelled body had this incredible, yet simplistic, pattern of silver tones which shaped the figure perfectly. I believe this was one of the most interesting and diverse exhibition that the Fashion and Textile Museum have displayed, and I thought it was just fantastic.

The 7 P’s of Promotion

• Product

• Price

• Place

• Promotion

• People

• Process

• Physical evidence

Young at Heart

There has become a sudden increase in the Flat-Agers, who are defined by being over 60 and having no input within the fashion industry. However, this has now changed, and instead are becoming more of the targeted audience due to the money that the consumers have, as they are no longer working and have the necessities of the modern world. The money is therefore able to be spent on meaningful connections to them, such as family or friends, as well as adventures, experiences and products which they are yet to have consumed themselves. 

People are now living longer, which is something that is becoming more of a reality within our culture; people are retiring later, and are becoming healthier due to the accessible resources. A prime example of this is the wonderful Anna Wintour, who is indeed 64 years of ago, however she doesn’t wear an anorak and comfy plat shoes, nor does she stop looking stylish and keeping up to date with technologies and the fashion industry; so why should all of the other older generation nor follow in her footsteps?

‘Something exciting is in the air. Forget everything you thought about being old, or age even. In the society of the future, age isn’t just a number – it’s flat.’

There was once a gap between age and beauty, yet Meryl Streep, Emma Thompson, Daphne Selfe, Alexandra Shulman and many other inspirations within the industry have proven that you can re-adventure into the new world, and that within that age gap they’re increasing becoming more adventurous, beautiful and willing to try new things; which is what you’d expect the younger generation to do. This creation within the industry hs driven to older models, such as Bernhard Wilhelm, and the rise in technology blooming within the flat-agers. 30% of American’s between 50-64 years old own their own tablet or iPad, proving that you’re never too old for a new adventure.