Trend Book Idea + Mood Boards

 After having some tutor and peer feedback, I think creating a trend book for this project is very suitable to the career choice I want to head in (fashion marketing). The aim is to create a trend book that will epitomise the current and predicted circumstances of the fashion and beauty industry and to further research into how lockdown has affected us. 

Before lockdown, there was a big move towards self-care and environmental/sustainability factors in  the fashion and beauty industry e.g. garment production through recycled goods. I feel that these issues are very prevalent in the younger generation as it will affect us the most in the near future. 

Here are some primary and secondary mood boards that capture our youth during this pandemic.

Secondary image mood board 

This mood board catches the 'vibe' of my youths' generation during the pandemic, as you can see there is the natural focus on the #Skinpositivity movement due to people staying in lockdown and embracing their authentic selves. As for the others, the latest fashion focuses on masks and comfort wear as we may be wearing them for a long time.

I included skin images as people use masks  for a prolonged amount of time causing a term called 'Maskne', this problem is found with many individuals especially acne-prone people. As a result, the makeup industry is losing it's spark and more profit is going to skincare companies, therefore skincare is trending more than ever. Some brands that I saw coming up often is 'The Ordinary' and 'Paula's Choice'. There will be more fashionable comfort wear and skincare trends for 2021 up until the pandemic finishes. I too consumed a lot of skincare during lockdown as I'm currently struggling with the affects of wearing a mask.

These mood boards help me see what is currently valued by society which is an interesting concept, it also helps me know my values too whether it's positive or negative.

Primary image mood board

I chose to play around with composition and colour by picking clothes from my wardrobe that I considered comfy throughout the pandemic. I laid them out on the floor and took individual pictures of the items and edited it using the Meitu app for better presentation of my thoughts and aesthetics. 

Primary Images

These images represent my classmates' choice of comfort wear during the pandemic, as you can see everyone has their own vision of comfort whether it's wearing a hoodie with joggers or have an alternative, eye-catching outfit.

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Charlotte

Megan

Lucy

Overall, my primary and secondary images will help me to stimulate my idea processes as I've been struggling to move forward without any visuals in mind. I will have more primary images to come in order to back up my final plan of research. 

Secondary images

Mikołajczak, K., 2020. Red Face Mask Girl - Daedra. [image] Available at: <https://www.instagram.com/p/CJGpFFgHuU7/> [Accessed 2 March 2021].

Dimmit, H., 2020. Pink Mask Girl. [image] Available at: <https://www.instagram.com/p/CHp9NOHn8np/> [Accessed 2 March 2021].

Shushutongstudio, 2020. Vogue Korea - MINJUKIM FW20 Chiffon Oganza Dress. [image] Available at: <https://www.instagram.com/p/CFzeK0QA7iV/> [Accessed 2 March 2021].

Bruno, S., 2021. Use your journey to help others. [image] Available at: <https://www.instagram.com/p/CL0Q4W9HUGS/> [Accessed 2 March 2021].

Dazedbeauty, 2021. Enter 'skinimaslism'. [image] Available at: <https://www.instagram.com/p/CLpPJD1gWDU/> [Accessed 2 March 2021].

Dazedbeauty, 2021. #MostRead. [image] Available at: <https://www.instagram.com/p/CLfihLJAkn6/> [Accessed 2 March 2021].

Boohoo UK. 2021. Women's Tye Dye High Neck Bodycon Dress | Boohoo UK. [online] Available at: <https://www.boohoo.com/tye-dye-high-neck-bodycon-dress/FZZ05340.html> [Accessed 2 March 2021].

2020. #pandemicfashion. [video] Available at: <https://www.instagram.com/p/CHVfuyBgPKZ/> [Accessed 3 March 2021].

Studio Katherine James, 2021. ...I am imagining a post-pandemic future.... [image] Available at: <https://www.instagram.com/p/CKvw0fQBAgD/> [Accessed 3 March 2021].

Choatebody, 2021. #acnepositivty. [image] Available at: <https://www.instagram.com/p/CH_Z_k1BByR/> [Accessed 3 March 2021].

2020. I love this sunscreen!. [image] Available at: <https://www.instagram.com/p/CFhAYFOJR09/> [Accessed 3 March 2021].

STEPHANIE GONOT. 2020. [online] Available at: <http://stephaniegonot.com/sweatpants-forever-for-the-new-york-times> [Accessed 3 March 2021].

(Articles)

Pitcher, L., 2021. Why skinimalism, skincare’s fave new trend, is anti-capitalism repackaged. [online] Dazed. Available at: <https://www.dazeddigital.com/beauty/head/article/51981/1/skinimalism-skincare-trend-sustainable-anti-capitalism-buy-less?utm_campaign=later-linkinbio-dazedbeauty&utm_content=later-14718094&utm_medium=social&utm_source=instagram> [Accessed 2 March 2021].

Benson, S., 2021. If Gen Z killed fast fashion, why is fast fashion still booming?. [online] Dazed. Available at: <https://www.dazeddigital.com/fashion/article/51797/1/gen-z-millennial-sustainability-fast-fashion-thrifting-depop-boohoo-missguided> [Accessed 2 March 2021].

Aleksander, I., 2020. Sweatpants Forever: How the Fashion Industry Collapsed. [online] Nytimes.com. Available at: <https://www.nytimes.com/interactive/2020/08/06/magazine/fashion-sweatpants.html> [Accessed 3 March 2021].