On-going research and understanding of the consumer’s ever-changing mood and preferences is an essential part of the trend and color forecasting process. At TUB, we always strive to identify and understand the current and future trend and color influencers. More often than not, these influencers are young people who strive for understanding, a way to define and establish their believes and a distinct way to stand out while blending in with their fashion. We draw the most forward information and inspiration from the most influential youth tribes that are currently forming globally. At TUB we are currently interested in four main youth groups: MODEST NOSTALGIA, NEO-PUNK, STREET CULTURE and POST-RIOT. In a series of two reports, we will explore the influences and resulting aesthetics and colors of each direction.
MODEST NOSTALGIA
In times of economic, political, ecological and cultural uncertainty, young people continue to reach back to times of better fortune and promise. The un-satisfying present and a future lacking any perspective, this youth is dreaming of past decades that offer a sense of stability and foreign familiarity. They borrow nostalgia and ideas from their parents and grandparents’ youth and curate it to become their own.
At the same time, we are seeing an increasing interest in the modesty displayed in these past times. As young people overexpose themselves and their personal information on social media, we are seeing the ever-growing need to cocoon and cover up, resulting in a newly-found modesty. Hemlines are growing lower while the neck and breast areas are closed up. Attention is on the romantic and subtle aesthetics, traditional patterns and soft colors.
Nature and all its bounty is drawing young people and inviting them to explore past and current crafts. However, they are no longer interested in exploring craft as we know it and are mixing traditional activities with the advancements of technology. Activities that are the focus of this direction are natural fabric and thread dyeing, sewing, herbarium, mushroom picking and preserving food.
The color palette emerging from the MODEST NOSTALGIA direction is soft and dreamy yet establishes a sense of novelty and freshness. We are inspired by the dusty and sun-kissed brights that offer a sense of familiarity and stability.
NEO-PUNK
The choice is not to choose…young people avoid choosing in a world where choice continues to seem irrelevant. This generation refuses to fall into past generations’ old ways of always belonging and choosing. They refuse to belong to political parties, to religions and to gender labeling. Youth people are increasingly demanding to be defined by themselves and their merit and ideas versus established gender and social labels.
We are witnessing a revolutionary movement of people that can not identify themselves with either the male or female gender and are choosing to be unidentified. An increased number of these people refuse to be labeled based on their sex and often times their gender remains unknown. The Australian and British governments have already taken steps into reflecting this increasing gender-less demand in their countries’ identification systems. Andrej Pejic, the androgynous Australian male model, has been making a gender-bending statement across the fashion industry by walking in womenswear shows and posing for the main fashion magazines in women’s clothing.
This neo-punk identity reminds of the original 60’s movement but has a more positive, kinder and hopeful overtone. The harsh and rough aesthetics of the Punk movement are still present but are mixed with the humor and irony so typical of the 21st-century youth. Sportswear influences are also evident as young people demand comfort and style to go hand-in-hand.
The expected deep shades of black, navy and burgundy are updated in richer and more luxurious hues. We are inspired by the depth and hue of almost-black tones that are influenced by reds, purples and greens. Apart from the expected black palette, we are also inspired by less-punk shades that are seen as an update in the NEO-PUNK trend and color direction.