Trend Overview – Autumn/Winter 2017

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Taking inspiration from the outdoors, Eco-Age focused on comfort and kindness. Symbolising nesting and warmth whilst reflecting a desire to escape un-necessary technology and embrace the natural world. Eco-Age builds on consumers craving to make ethical choices that are often not met due to lack of availability. High neck, long length styles allow the wearer to be warm and comfortable whilst shielded from chaotic modern living.

Key drivers for this trend include-

 

1.Green Designers

The Green Carpet Challenge aims to break down the barriers between mainstream and ethical fashion, showing ethical fashion is able to be glamourous and stylish. With garments from Burberry, Stella McCartney and Erdem the campaign challenges the perception of “green” fashion.

 

2. Damien Hurst Exhibition

The Scalpel Cityscapes exhibition used birds eye views of cities built from scalpel blades to demonstrate modern life and the surveillance, urbanization, globalisation and the visual nature of conflict in todays environment.

 

3.Nature Is Speaking Campaign

Nature doesn’t need people, people need nature. This campaign used a series of short films to redefine the relationship between people and nature, aiming to encourage individuals to consider their impact on their surroundings.

 

4. Nutshell

Design student Eden Lew designed the Nutshell, a fabric pod which can enclose the upper body of the wearer when they need time out from an intense working environment. The Nutshell was designed with students and workers in mind, with a aim of finding the user personal space in their hectic life.

 

5. Audi A7 H-Tron

A modified version of the Audi A5, the H-Tron uses a hydrogen fuel cell along with an electronic fuel cell and electric motor. Audi implied this was the new innovation in the motor industry.

 

6. Smart Highway Project

Daan Roosegaarde designed the first of five concepts, road paint that has the ability to absorb solar energy which is then used to light road surfaces at night time. This initiative aimed to make roads safer whilst saving money and energy.

 

7. Lily Cole T-Shirt

Teaming up with Environment Justice model Lily Cole launched a range of ethically produced slogan t-shirts, with the aim to gain attention to the threat humans have on the environment. The garments were used to demonstrate the possibility and viability of a climate neutral supply chain.

 

8. Rise Of Ethical Consumers

Increased use of the internet and social media has given a platform for consumers to critique retailers, particularly in their ethical choices. Consumers are now encouraged to ask questions about the products they are purchasing and the methods to produce and deliver them.

 

These key drivers show a growth in consumers demanding ethically produced products. Consumers are now empowered to make a change in the methods used by retailers. Craving to be kind and caring towards the environment as they become aware of the consequences of mass production, consumers want ethical choices to be reflected in their purchasing habits. Many individuals are also becoming wary about their hectic lifestyle and are taking steps to remove themselves from this environment.