After the colour workshop last term I realised colour/trend forecasting is something I am interested so was really looking forward to this lecture.
Sally Denton is a trend forecaster and delivered a lecture on Macro Trends. I had always associated trends with fashion, but they are so much more than that. I thought the lecture would show us examples of future trends but instead Sally showed us what is currently influencing trends which was very interesting.
Trends are influenced by what's happening in the world
What has gone on in the past and what is happening now
Personally Sally Denton uses a mixture of intuition and research. And she does A LOT of research.
We are currently in the "Turbulent Teens" and in post recession which = BIG THINKING
And we tend to look else where for answers.
1. Look at OURSELVES
2. Look at the PLANET
3. Look at SPACE
The four main macro trends Sally talked about were:
Human 2.0
-Ageing population
- Celebration of Age
- Mental Health
- Robotics
- Replacing limbs with prosthetics as they will eventually work better
- Becoming cyborgs
- Vaccinations: polio nearly eradicated
Generation X.Y
- Women's century
- Over sexualised
- Freedom = naked/sex??? (Miley Cyrus)
- Objectification (Kate Moss shoe campaign, why naked if aimed at women??)
- Return to modesty
- Male grooming taken to extreme (Joey Essex)
- Return to more masculine look
- Androgynous era
Global.isation
- Shrinking world
- Rise in wealth in Brazil, Russia, China, Africa
- Use technology differently
- New wealth
-Brands
- Graphine: lighter than air, stronger than steel
- Small technology
- Mega companies
Create.Consume
- Rurban (rural/urban)
- Gorged on stuff!
- Back to basics
- Stripped back
- Raw materials
- Self containment
- Self sufficiency
- Less space
- Use nature for technology
- Finding new resources, less wasteful
The talk was so insightful, I felt excited and overwhelmed but I've got pages and pages of notes which I'm sure will come in useful throughout the project.
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