trends: sportswear Images clockwise from top left:
winter sports are the focus of the Synergy trend; an illustration by Mudpie shows how the trend equates in design; the power of nature is the inspiration for Synergy; more illustrations by Mudpie.
Fashion for mind, body and soul
A new cultural mindset is influencing design throughout the sports and performance-wear market for 2011. By Fiona Jenvey
Fiona Jenvey is CEO of Mudpie Ltd, a pioneering trend forecasting consultancy, and has contributed trend analysis to publications including the London Evening Standard, the New York Times and the Department Store Yearbook.
For the Autumn/Winter 2011 season, changing patterns of consumption within the active and performance apparel markets form the overall theme of ‘The New Equilibrium’. With then end of consumer decadence, ‘The New Equilibrium’ creates a stable path for future growth, bringing renewed opportunities for brands. Consumerism has entered a new phase; today’s active customer is adapting to a new model for living based on a future that combines science and technology with social cohesion and collective influence. A new globally connected culture has evolved, producing a refreshed sense of community. As the environment continues to be the defining issue of our age we are set for an energy revolution and a plan of action with longevity firmly in mind. Brands and retailers must therefore adapt to emerging patterns of consumption, utilising design to deliver originality, quality and transparency through all levels of the supply chain.
26 Department Store Buyer A
utumn/Winter 2011 explores an instinct for harmony and stability,
while design embraces innovation. Three trends are tailored specifically to the active and performance apparel markets. Synergy considers a new lifestyle ideal of pragmatism, simplicity and community inspired by the socio-ecological ideology and the minimal yet inventive design of Scandinavia. In contrast, Primal reflects primitive instincts for survival and values ancestral practises and customs, while celebration of the natural elements provides optimism in the face of adversity. Finally, in Innovate we establish that science will provide the ultimate technological solution. In design, a formula of defined aesthetics and intelligent materials accelerate the pace for a new cycle of production and consumption, emphasising sustainability and an efficient future for the consumer, retailer and brand.
Synergy
In Synergy a new era of pragmatism, simplicity and efficiency is dawning. A fresh
model for living is sought across the globe, as we move away from the past decades of excess and heady capitalism and look to the Nordic states for inspiration. The regeneration of urban spaces harmonises with a contemporary and metropolitan way of living; innovative design meets a classic Scandinavian aesthetic for precise minimalism that still retains a sense of warmth and homeliness. As we acknowledge that the environment is the defining issue of our age, the realisation that we can no longer ignore the human race’s impact on the planet prompts radical change for a sustainable future. A conscious return to a collective approach sets the scene for a future of community decision making, collaboration on an international level and a more human touch to the issues facing the world in 2012. An intelligent approach to design sees Synergy embody a sleek aesthetic, with an unmistakable nod to the accomplished designers of Scandinavia. As a collective, these designers have embraced the evolution technology,
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