Ini Archibong

Future Trends > S/S 18 > The Vision

 1. Palma Blank 2. Pitch Present 3. Pigeons & Peacocks 4. Jeppe Hein
CONTEXT
YOUTH TONIC ANAL YSES THE YOUTH
CUL TURE INFL UENCING EV ERY AREA OF
THE MARKET WITH REBEL L ION AND
1 2
IND IV ID UAL ITY.

Youth is a state of mind: we all want to be

forever young. With the rise of Gen Z, and with
Gen X and Boomers living longer and younger
than ever before, we will see a constant mix of
eras blending in new ways, breaking rules
and remixing categories and styles in
YOU TH TONI C ▸ S/ S 18

confident new combinations. For S/S 2018,

we will learn to embrace the random and the
unfinished, reaching out to untapped areas of
influence, and exploring beyond social-media
feeds. In 2018, discovery will be the new
exclusivity.

Future Trends > S/S 18 > The Vision


KEY TAKEAWAYS
Club culture and art culture will
influence a design that is liberated
from gender, age, and borders. The
exuberant creativity of youth will feed
a renewed desire for originality
The imperfect and unfinished will
impact brand messages, allowing
consumers to contribute to and
complete the messages themselves
We will explore untapped influences
and random content outside our
YOU TH TONI C ▸ S/ S 18
regular social-media feeds to avoid
‘filter tunnel syndrome’. Discovery will
be the new exclusivity
Future Trends > S/S 18 > The Vision
Sara Lundkvist
Creative unbranding (where the
product or experience is devoid of
branding) will increasingly appeal to
overly-targeted customers
Virtual reality will mature, leaving its
techy trappings to enable users to
explore new means of creative
expression, such as simulated full-
body painting and art experiences
Data will become currency, and
identity a commodity, as people will
decide when, how and at what price
to contribute their data
 “I AM TRYING TO FREE MYSELF UP THE OLDER I GET,
JUST TO BE MORE OPEN. THINGS THAT INSPIRE YOU CAN BE
ANYTHING, AND OFTEN WITH ME BECOME ABSTRACTED:
NOTHING IS A CLEAR, OBVIOUS REFERENCE – IT’S ALL A BIG
MELTING POT IN MY MIND AND I JUST WANT TO RUN WITH IT.”

– MATTY BOVAN, FASHION DESIGNER, AGE 25

“SOCIAL MEDIA HAS MADE US RELISH VARIABLES. YOU KNOW?

WE’RE JUST LIVING IN THESE FLOATING FRAGMENTATIONS.
EVERYBODY’S QUEER—EVERYBODY’S WRONGLY SHAPED
YOU TH TONI C ▸ S/ S 18

FOR A CULTURE THAT REQUIRES CONFORMITY.”

– EILEEN MYLES, POET, AGE 66

Zeitguised
Future Trends > S/S 18 > The Vision

We are living longer. In 2016, the global
average life expectancy is 71 years, and
more noticeably, the number of people
aged over 100 has more than doubled
every decade since the 1950s. As our life
expectancy grows, multi-generational
C O N S U ME R lifestyles (different demographics working,
living, and socialising together) are
1. Balenciaga 2. Advanced Style
innovation" for all generations, and using
the experience of older workers "to help
Millennials understand some of the costs
and risks associated with their ideas."
As suggested by Cielo, this gen-blending
strategy is working for brands including
Supreme (the lines outside its Paris store

THE GEN becoming the new normal, and age is

more of a state of mind than a number.
resemble a multi-generational party) and
design collective Vetements, which has

BLEND Generations are integrating like never

before, most noticeably with Gen Z and
Gen X, who despite the age gap share
similar character traits. Both generations
1 are realists (unlike optimistic Millennials),
and both are resilient (having experienced
economic upheaval and political unrest),
and skeptical of the values of previous
generations.
YOU TH TONI C ▸ S/ S 18
staff spanning from Gen-X to Millennials.
As Vetements' head designer Demna
Gvasalia says: "All the people that hang
out with us, it's our circle of people, and it's
a new generation on every level. There is
no youth culture in France, but there is a
certain spirit we felt that was motivating. It
brings out the creative part."

Soon, many workplaces will see five

generations working together. How do
companies manage employees who are
at drastically different points in their lives?
Seb O’Connell at global recruitment firm
Cielo suggests leveraging younger
workers' enthusiasm for trying new
initiatives and encouraging "a culture of

Future Trends > S/S 18 > The Vision

 1. Arctichysteria 2. Max Vadukul 3. A Love is Blind x Lucy Chadwick
"Women who work in the contemporary art named a "style star" by W Magazine, and
C O N S U ME R industry are easier to spot than a pimply was featured in J Crew’s web series, Girls
high-school blogger at a couture show," We Know.

ART IS wrote Cleo Le-Tan in an i-D op-ed piece.

"They are beyond chic, yet discreet and
New York-based independent curator
Roya Sachs is another key influencer, with
THE NEW still fashionable. In fact, they are able to
wear fashion and luxury items with more
Vogue, The Coveteur and W Magazine
highlighting her art-chic style. Keep an

FASHION style and grace than typical 'fashion

people'. The message is: 'I know who
eye on Michelle Papillion too – the LA-
based art dealer is known for her casual
Christopher Kane is, but I'm here to work!'"
power dressing, which is set to impact LA's
Le-Tan isn’t alone in recognising the multi- bohemian style.
1
generational art crowd as the new style
Soon, the art crowd may do more than
influencers. Famed street-style
influence style. Jean Touitou, founder of
photographer Bill Cunningham began
APC, believes the fashion industry has "no
shooting art industry members at New
clue how to manage creative people," and
York’s Armory Arts Week in 2015.
"fashion industry leaders should be like
Cunningham says: "There was an
good gallery owners: They should know
exuberance to the thousands of stylishly
how to treat the artist."
dressed guests who were looking for the
YOU TH TONI C ▸ S/ S 18

2 next big thing…"

While the fashion industry tends to favour

the youth, the art crowd favours the
stylish regardless of age. Lucy Chadwick,
gallery director for Gavin Brown's
Enterprise, is the informal leader of the
new cool. She’s seated front row at
international fashion weeks, has been

Future Trends > S/S 18 > The Vision


"Most of my meals aren’t worth showing
off. Most of the sunsets I see aren’t
particularly brilliant. This is why Instagram
first blew up, after all: its filters made our
C O N S U ME R
ordinary lives look extraordinary," says
1. Getaway 2. Ciao Amalfi
the woods' – geared towards inspiring
social gatherings, rather than social media
fodder. Similarly, Airbnb hosts are using
the word ugly (Ugly Green House, Ugly
Pirate Getaway) to describe simple, quaint

THIS digital tech journalist, Kyle VanHemert.

In reaction to the highly-filtered versions of

homes for rent.

There is also a growing anti-curation

ORDINARY life seen on social media, more people
are promoting unpolished, un-curated,
movement, aimed at avoiding ending up
in the social-media feeds of others (filtered

LIFE ordinary life. The Beme video app –

described as 'the simplest and most
and all). Anti-social apps such as Cloak
and Avoid Humans appeal to those who
unfiltered way to share your personal want to avoid events that may go viral.
experiences' – records and instantly posts
video to a pre-selected friend group, with
no previews and reviews allowed (unlike
other video apps). Users are also able to
see unfiltered reactions when their friends
view their videos. As Beme creator Casey
Neistat says: "Truth is so much more
YOU TH TONI C ▸ S/ S 18

1 interesting than the fiction we're used to."

Highlighted in the S/S 17 Encounter

Culture trend, the social media 'humble
brag' may be a thing of the past. For S/S
18, the focus shifts from faux humility
to authentic humility. US service Getaway,
for example, specialises in rental cabins
that are described as 'tiny houses in

Future Trends > S/S 18 > The Vision


More people are ad-exhausted. A Media
Dynamics study found that "the number of
ads that adults are now exposed to across
five platforms (TV, radio, internet,
newspapers and magazines) is about 360
C O N S U ME R per day; of these, only 150-155 are even
1. Toyota 2. McDonalds x Gabriel Choy
more influential crowd that might not
have previous considered buying a
Toyota," the Japanese car company
partnered with artists from FIELD studio
to create a generative art website.
Visitors could create their own limited-

CREATIVE noted, and far fewer actually make a sale".

Nowadays, standing out means reaching
edition art and share across social
networks. With an unbranded URL, most

UNBRANDING
out in uncharacteristic ways. visitors were unaware that the site was
affiliated with Toyota until a visitor
Creative unbranding (where the product is
1 finished a piece of art and a small logo
devoid of branding) is gaining ground with
was made visible.
consumers. "It's a smart way to engage an
audience when everyone else is pushing L’Oréal’s FAB is an online beauty
messages," says Dan Williams, a planner publication that covers global trends,
at Leo Burnett. "And it's a good testing bed influencers, and even features
– you can use the data to inform your competitor brands. The platform is an
brand and its products." engagement tool, not a sales hub. "This
is about neutrality, experience, and craft,
Lines formed early for chef Gabriel Choy's
not about a product destination – we
'patty-less burger' pop-up food truck in
YOU TH TONI C ▸ S/ S 18

have other places to do that," says An

Hong Kong recently, and by day's end,
Verhulst-Santos, president of L’Oréal
there were numerous social media brags
professional products.
about the premium chicken burger. Later
the diners learned that the burger is a new
McDonald’s menu option. The lack of
branding enabled the company to receive
unbiased feedback and social media
praise – a win/win. To "appeal to a cooler,

Future Trends > S/S 18 > The Vision


The ownership of personal data is an area
of contested debate: governments are
tackling privacy laws, and citizens are
C O N S U ME R exploring creative and actionable ways to
protect and manage their own data.
1. Jennifer Lyn Morone 2. Soomi Park
It’s likely that data banks (institutions
where people swap data for cash) and
data cafes (trading personal information
for wi-fi and a coffee) could be future
business ventures. Inspired by the

TECH Some believe data should be a free-market

mindset that individuals are responsible
for their personal data currency, Wanted

ETHICS economy and that people should be able to

make their own decisions if they want to sell
Design created DataCafé.biz in Brooklyn.
The pop-up art installation allowed
or donate their data to companies. Artist
people to trade personal data for
Jennifer Lyn Morone™ incorporated herself
pastries, coffee, and internet time.
and sells her personal information for
Additionally, attendees were able to
various prices. A complete year’s worth of
donate their data (similar to a blood
data on her character, demographic,
drive) and receive an 'I Gave Data Today'
lifestyle, health, digital activity, identity, and
sticker.
finance costs £7,000. As she says: "My data
is a resource for me to exploit. I want to
make me, my life and my experience my
1 business."

To combat identity theft, chromatic

YOU TH TONI C ▸ S/ S 18

encryption (using customised colour

combinations) is being suggested as
an alternative, as it’s more difficult to hack
colours than numbers and letters. Artist
Soomi Park envisions a society where
colour will replace all numbers (clocks,
phones, watches) and believes
chromatic language is the future of
communication.

Future Trends > S/S 18 > The Vision


Youth is about inspiring a forever-young
mindset. Here, the days of being young and
free are celebrated, and recalled. This is
CR E AT IVE about going—or going back—to the clubs,
to those nights that seem to last forever and
1. Richard Perez 2. Ebae 3. Dirty Art Department, Sandberg Instituut 4. Steph Wilson
Artist and photographer Richard Perez is
another exploring themes of liberty, by
turning the GIF into a nostalgic memory
flash. From friends hanging out to party
pics of nights out, he captures the beauty,

LIBERTY exploring the free-thinking flamboyancy

of youth.
freedom and fun of being young.

The Dirty Art Department from

Charles Jeffrey is fuelling this idea - this
1
desire to be free, to do whatever you want.
He's set up a club night called Loverboy in
Dalston to fund his design degree, which is
putting fashion and clubbing back together
again. He embodies freedom, fearlessness
and the happy-go-lucky hedonism of being
young, dressing up and partying all
night long.
Then there's ebaE. Inspired by do-it-
yourself movements, this is an online
magazine and retail space that disregards
YOU TH TONI C ▸ S/ S 18
Amsterdam's Sandberg Instituut also taps
into liberal design thinking. At this year's
Milan Design Week, the department set
up The Wandering School in a former
squat, and hosted performances, parties,
film nights and sleepovers. The idea: with
this space, you are free to do what you
want. The creators explained: "Taking
inspiration from radical schools and self-
contained communities, the school will
exist as a reality in itself – a place to sleep
and dream, reflect and rave in."

3 convention. As the magazine explains: "A

lot of young designers just need an online
shop and an editorial platform to get their
clothes out there on their own terms.
They're not at the mercy of advertisers or
2 even seasons." Fiercely original, ebaE
represents the attitude, authority and
autonomy of today's youth.

Future Trends > S/S 18 > The Vision


In 2018, consumers will want to increase
CR E AT IVE their experience of the random. Like teens,
we are bored of sameness, and yearn for
RANDOM content that deviates from the norm. We
will explore untapped areas outside of our
1. Troye Sivan x Nameless 2. ECAL 3. Metadrift
objects, such as a teapot that pours
soundscapes into your ears; a hairdryer
that melts digital images; and a toaster
that digitally pops out all sorts of things.
Silly, fascinating and charming, this is

SPARKS 1
regular social-media feeds to avoid 'filter-
tunnel syndrome', and of having our own
design doing random surprise.

opinions reflected back at us.

Nameless is one place to go for random

content. This website sifts through the
never-ending amount of videos on the
web and collates them in one place for
you to stumble upon. It describes itself as
TV meets Reddit meets Twitter. Allowing
users to discover content they may never
have come across, it functions as a new
search tool. Metadrift also wants to
reintroduce random into our lives. This is
2 another new type of search engine that
YOU TH TONI C ▸ S/ S 18

allows users to explore and discover

content in a more serendipitous way.
Here, you are free to roam, to explore, to
find what you weren't looking for.

Swiss design school ECAL is also

injecting much-needed spontaneity into
everyday life with a project titled When
Objects Dream. It imagines alternative
functions for

Future Trends > S/S 18 > The Vision


The just-started, in-progress and
unfinished will impact design, as
consumers look to contribute and complete
products for themselves. Thomas Brown's
Volume of Light is a perfect example of
CR E AT IVE unfished art. This project is an online
1. Envisions Milan 2. Thomas Brown 3. The Repair Association
into the unfinished domain, promoting
creative thinking and co-creation.
Through social media, it allows the public
to develop their initial concepts, putting
their unfinished ideas to use. With this
business model, incomplete ideas are

(UN)FINISHED
gallery space featuring a series of prints co-designed into existence.
that can be adopted. The works are
The Repair Association also works with
unnamed, so the public take on the naming
the unfinished, ongoing and in-progress.
responsibility of the artist. As Brown
This initiative is empowering people to fix
explains: "In their abstraction they
their own devices, giving them the
represent no thing but leave space to
freedom to tinker with, repair and reuse
become every thing." Here, the buyer
them. Breaking the monopoly, it
becomes a part of the process, in fully
highlights the unfinished, unending
completing the artwork.
potential of our products, and reinforces
This idea of unfinished design was also the idea that a product is never fully
explored with the Design Academy finished. It can be a continual, ever-
Eindhoven exhibition, Envisions, on show evolving item, if we want it to be.
1
at this year's Milan Design Week. Here,
YOU TH TONI C ▸ S/ S 18

graduates showed 'everything but the

product', focusing instead on the beginning
steps that make up the design process.
Acting as a sort of springboard, the aim
was to kickstart a dialogue between young
designers and established manufacturers
about process.

Similarly, Away to Mars, which is an online

fashion design collaborative platform, taps
2

Future Trends > S/S 18 > The Vision

 1. Oculus Rift Quill 2. Google Tilt Brush 3. Terence Broad
Virtual reality is in its infancy, but as it On the other hand, Terence Broad is
matures it will shrug off its tech-focused creating art that imitates the sensory
trappings and explore new means of experience of virtual reality. Broad
creative expression, such as full-body is interested in deep learning,
painting and art expriences. Quill from computational photography and
Oculus Story Studio, for example, is augmented reality, and has manipulated
delving into the creative potential of VR by and morphed everyday environments,
CR E AT IVE enabling users to paint in virtual reality. using a technique called split-scanning,
Immersing the artist in what they draw, it's which splices the first-person perspective.
​VR ART been likened to painting with holograms. This represents a new type of art that
immerses the viewer in a different
Also creating art through virtual reality is
1 environment, producing multimedia work
Google's Tilt Brush. Similar to Quill, it
that transports people (virtually) into a
makes three-dimensional paintings,
different reality.
enabling users to create animated virtual
art such as stars that twinkle, fluffy clouds
that move and waterfalls that cascade
down cliffs. Co-founder Drew Skillman
explains: "The user interface is intuitive.
We want everyone to have fun and start
YOU TH TONI C ▸ S/ S 18

drawing and painting, just like when we

2
were kids again."

The technology not only brings a magical

new dimension to art, but could be a
game-changer for the industry, by
providing artists with new tools, and
opening up new, exciting ways to create
art through VR.

Future Trends > S/S 18 > The Vision

 1. Isa Genzken 2. Love Magazine 3. Frida Liao 4. Cooper Hewitt, Smithsonian Design Museum 5. Evren Tekinoktay
STYLE

CLUB MIX
5

1 3 Rebelliously hedonistic, this expressive

mood breaks boundaries of taste and
style. Liberated from codes and norms,
design celebrates a free exchange of
ideas and identities, where rules are
broken and experimental flamboyance
YOU TH TONI C ▸ S/ S 18

flourishes. Underground 1990s club

culture, sport and street influences clash
together with a randomness that is
nevertheless consciously styled. Urban
graphics and textures in electric pastels
and darks fizz and glow with a youthful
energy and materials juxtapose the
everyday with the super-tech.

Future Trends > S/S 18 > The Vision

 1. Fuori Salone 2. BNT News 3. Mieke Meijer 4. Jeppe Hein 5. Chasseur Magazine
A brash confidence takes the boring out
of basics, as core items and everyday
functional products are reconfigured to
look cool and fresh again. Rooted in
STYLE sports, street and design classics, staple

ULTRA- products are reinvented through

proportion play, reconstruction and 4

NORMAL
styling-up for a one-item-fits-all ethos,
accessible to all ages, sizes and
generations. Graphic messaging,
1 subverted branding and a clean graphic
palette provide a smart angle to this
new-normal design direction.
YOU TH TONI C ▸ S/ S 18

2 5

Future Trends > S/S 18 > The Vision

 1. Art List Paris 2. Atelier Olschinsky 3. Thomas Brown 4. NikeLab x Sacai 5. The Original Copy
STYLE

TRANS-
ERA
5

1
A cross-generational philosophy
3
permeates this sophisticated design
direction, as Gen X and Gen Z
consumers edit from cultural and design
influences across the decades. A
unique, elevated approach to style
YOU TH TONI C ▸ S/ S 18

blends precise forms layered with

diffuse shapes, lightweight volumes, and
unexpected hybrids, enhanced by
premium materials, subtle construction
details and outré colour mixes for
assured confidence.

Future Trends > S/S 18 > The Vision

 ​ HE MAIN
T BRAND ON
2 EV ENT
Upside Down & Inside Out
by OK Go - Watch adults being kids 5 BOARD

MASS again in this music video, as

American rock band OK Go mucks
INFLUENCERS around in anti-gravity. Defying the
laws of physics, it features floating
laptops and weightless acrobatics.

1 FROM THE
BOOKSHELF
You Say You Want A Revolution?
Records & Rebels 1966-70 4 FOOD FOR
THOUGHT
McDonald's VR Loft - At this year's
SXSW, McDonald's put visitors
London's Victoria & Albert Museum inside a kids' Happy Meal.
recently announced this major Described as mindblowing, it signals
exhibition. Opening in September that VR is about to hit mass market.
2016, it explores the new-rage
thinking of youth during the late
1960s. This is for everyone who
wanted to – or still wants to – 6 THE ONE
TO WATCH
revolutionise the world.
Bubblegum by Emily Stein
YOU TH TONI C ▸ S/ S 18

Flick through this book for some

nostalgic flashbacks. It captures the
freedom, energy and joy of being
young and youthful. Stein explains:
3 MUSI C FOR
YOU EARS Do The Green Thing - This firm
keeps the green message fresh by
"The series reminds us that youth is working with a global community of Matty Bovan - This Central Saint
not only to be celebrated as creatives who make films, posters Martins graduate is all about
something brief, but to be enjoyed and more that combat climate creative freedom. Big on DIY spirit,
for its spontaneity and change and encourage others to he also happens to be Marc
individuality." live in a more eco-friendly way. Jacobs' muse. This is Youth Tonic's
This is smart, subliminal poster boy.
sustainability.

Future Trends > S/S 18 > The Vision

 Envisions Milan
THOUGHT STARTERS

WHAT D OES YOUTH TONIC MEAN FOR YOU AND YOUR BUSINESS?

As age is increasingly embraced as an attitude rather than a number,

1 knowing your target customer beyond a demographic or age group will be
crucial. How will you define and tap into the new spirit of the generations?

2 A growth in multi-generational lifestyles, with multiple demographics living

and working together, will throw up new challenges and opportunities. Are
you missing an opportunity to tap into gen-blended lifestyle products?

3 The conversation around branding and corporate messaging has evolved

beyond the logo-less movement and simple product recognition. As
unbranding gets more creative than ever, what activations can your company
YOU TH TONI C ▸ S/ S 18

create that will engage overly-targeted consumers?

People are increasingly aware of how their personal data is being

4 aggregated and collected. What steps are you taking to ensure customer
privacy? And does your strategy contain a plan of attack, should an accident
occur?

5 These days it seems everyone is an influencer. Is your brand DNA developed

to ensure that all departments understand what your company defines as a
key influencer and/or strategic partner?

Future Trends > S/S 18 > The Vision

 Jae Yong Kim
CREATIVE
ebaE
RESEARCH The Wandering School by The Dirty Art Department
& REFERENCE Charles Jeffrey's Loverboy
Richard Perez
Nameless
CONSUMER Metadrift
Livity When Objects Dream by ECAL

Jean Touitou on the fashion industry and creatives Volume of Light by Thomas Brown

Are Art People More Stylish Than Fashion People? Envisions – Products in Process

Cleo Le-Tan for i-D The Repair Association

Quill by Oculus Story Studio
Bill Cunningham on photographing New York's
Tilt Brush by Google
Armory Arts Week
Terence Broad
Beme Has a Problem: Authenticity is Boring, Kyle
VanHemert for Wired
Beme Is a Social App That Aims to Replace STYLE
Illusions With Reality, New York Times Charles Jeffrey
YOU TH TONI C ▸ S/ S 18

Getaway holiday rentals Evren Tekinoktay

Isa Genzken
Ugly Pirate Getaway, Airbnb
Space Frames by Studio Mieke Meijer
Toyota Unique Flow
Jeppe Hein
DataCafe, Brooklyn
Anonymous Paintings by João Enxuto & Erica Love
The Republic of Privacy, Soomi Park NikeLab x Sacai
Jennifer Lyn Morone Third Law by Thomas Brown
Atelier Olschinksy
Frida Liao

Future Trends > S/S 18 > The Vision

 RELATED REPORTS

THE BUZZ – FINSTA BOOMERS!

EXTREME
INDIVIDUALISM
YOU TH TONI C ▸ S/ S 18

THE VALUE THE RISE OF

OF VALUES K-HIP-HOP GENERATION ALPHA

Future Trends > S/S 18 > The Vision

YOU TH TONI C ▸ S/ S 18

Future Trends > S/S 18 > The Vision

 F U TU RE TRE N D S CRITICAL PATH S/S 18
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U LL YY Pr ints & Gr ap hic s
Kid s' Textiles For ec ast
Beauty C olour C osmetic s D esig n C ap sules
LL AA TT EE SS EE PP TT EE M
M BB EE RR Ac c essor ies & Footwear
EE AA RR LL YY SS EE PP TT EE M
M BB EE RR
M
M II D
D AA U
UGGU
U SS TT L eather & Non-L eather
Big I d eas
EE AA RR LL YY AA U
UGGU
U SS TT
Kid s' C olour LL AA TT EE JJ U
U LL YY
LL AA TT EE JJ U
U LL YY Ac c essor ies & Footwear
KEY ITEMS
Ac tive Big I d eas LL AA TT EE JJ U
U LL YY TT O
O LL AA TT EE SS EE PP TT EE M
MBB EE R
R
Men' s C olour EE AA RR LL YY JJ U
U LL YY Solid Mater ials
EE AA RR LL YY AA U
UGGU
U SS TT
LL AA TT EE JJ U
UNN EE
P a cka gi ng Fore ca st DESIGN DEVELOPMENT
LL AA TT EE SS EE PP TT EE M
M BB EE RR EE AA R
R LL YY TT O
O LL AA TT EE SS EE PP TT EE M
MBB EE R
R

Future Trends > S/S 18 > The Vision

 SE ASO N AL D RO PS S/S 18
To help with S/S 18 planning, WGSN’s four Vision trends are mapped across six The WGSN seasonal recommendations are broken down into the following:
key retail drops. This will provide clear insight into which Vision trend will be most
The season opens with Slow Futures, focusing on practical and functional product that
relevant for which parts of the season, enabling effective planning for product
crosses over from winter into the Spring Transitional drop
development across all seasonal ranges.
Kinship has two drops: Spring which centres around lighter layers, and Mid-Spring &
Festival, which explores new festival essentials

Psychotropical also has two drops: Summer which targets both casual and resort, and
High-Summer, which focuses on beach looks, with an emphasis on print and pattern

Youth Tonic has an expressive urban attitude that works for the Summer Transitional drop,
as the season moves towards autumn

​ I SI ON
V
TRENDS

​ ETA I L
R
DROPS ​SPRING TRANSITIONAL SPRING MID-​SPRING & FESTIVAL ​SUMMER HIGH SUMMER SUMMER TRANSITIONAL

Future Trends > S/S 18 > The Vision

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