Down to

Earth

Fall 2021 Forecast

By Laura Cotrone

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SCENARIO

With society increasingly becoming more aware of environmental issues and are striving for change and longevity for this world. Emerging topics in the last two decades that surround climate change, acid rain, oil spills, air pollution, loss of biodiversity and natural resources etc. have been changing consumer mindsets and the way they are shopping. . All of these topics and issues in regards to the environment will greatly influence businesses future decisions. Due to this, eyes on businesses corporate social and environmental responsibility policies are at an all time high. In the past, companies were able to slip by and destroy the environment with garment wastes, chemicals, and fossil fuels, but nowadays everything is more transparent and information on each company is at everyone fingertips. People now want transparency, little to zero-waste, and clean organic options that will lead to environmental sustainability when it comes to apparel and the fashion industry.

FORCES & TRENDS

1. Cancel Culture: From a business owner standpoint, something to be aware of in the emerging generation is cancel culture. It has become a theme in Generation Z in which people by the masses halt their support to a person, brand or company due to something unethical they said, their views, or their morals. This is important for brands & businesses to be aware of due to the power Generation Z has in terms of being able to completely end someone's company because of something they did or did not do - for instance, a fashion company being exposed for dumping chemicals into a nearby water source or not being ethical or righteous to their employees can lead them to being “cancelled” in seconds. Additionally, a company just being neutral on a situation sometimes isn’t enough either, Gen Z wants corporations to use their powerful influence to make a greater impact

FORCES & TRENDS

2. Generation Z Buying Power & Influence: Generation Z buying power is going to be higher than any other generation. By 2030, income is set to grow 400% to $33 trillion, according to the calculations of Bank of America. By that time Generation Z will hold more than a quarter of global income. With Gen Z being interested in thrifting, consignment, and upcycling since it is better for the environment, it would be smart for companies to acknowledge this in order to change their business plans to follow a more sustainable route since as mentioned before, Gen Z is big on cancel culture and to also entice them to be interested in the brand.

3. Transparency in Companies: Nowadays, people in society are increasingly searching for transparency in companies. People want to wear garments from a brand they can be proud of and know that they purchased something from a place that isn’t just making a garment that is used from sustainable goods, but is going beyond that by changing production to use less energy or being an activist for the environment.

FORCES & TRENDS

4. Sustainability & Carbon Neutral: Sustainability has been an emerging trend for a while now and will continue to be in the future. In order to combat the way the fashion industry destroys the environment, more and more companies have been trying to follow more sustainable practices to be kinder to the environment but to also follow the trends that society is moving towards. People are putting environmental and social issues at top priority since the we are running out of time people the damages are irreversible. Companies have also been increasingly following the trend of becoming carbon neutral in efforts to try to decrease their carbon footprint and environmental impact.

Generation Z Sentiments Towards Brand Responses to the BLM Movement in the U.S. as of June 2020

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This chart is a great way to show how much Generation Z cares about a companies moral and ethical values which ties into cancel culture therefore if a company were to be against BLM or not be environmentally conscious they would reconsider spending their money there. It also shows how Generation Z is going to shop based on if they align with the companies viewpoint.

STATISTICS:

According to Forbes “The State of Consumer Spending: Gen Z Shoppers Demand Sustainable Retail” 62% of Generation Z who begins entering the workforce in 2020 prefers to buy from sustainable brands. (Petro, 2020).

62%

32%

SIGNPOSTS

CARBON NEUTRAL:

Aritzia has recently announced on their social media platforms that they are officially carbon neutral. They explain how they are accounting for 100% of the carbon they emits through their offices, stores and distribution centres. They are offsetting them by purchasing Renewable Energy Credits (RECs) and investing in Verified Carbon Standard (VCS) certified carbon offsets.

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Other Companies like Aldo, Canada Goose, & Lululemon are making efforts to be more sustainable as well. Lululemon is giving itself until 2030 to reach 60% absolute reduction of emissions, Aldo has announced that the brand is now “climate neutral” by using RECs, and Canada Goose has committed to reaching net-zero emissions by offsetting 200% of its carbon footprint by 2025. And other companies like Warby Parker have been carbon neutral since 2014

SCENARIO

In the world we are in today a lot of people are putting emphasis on our environment. It can be very likely that if companies do not follow the trends of producing sustainably for the environment or be transparent, it can lead to them ultimately being dropped or cancelled. Not only do consumers want to be proud of that they are wearing they also want to know and feel like they are doing something good for the environment and that their purchase is making a difference. With all the information being at everybody’s finger tips, nothing can be pushed under the rug or hidden. Consumers want to hold companies and corporations accountable for the damage done to the environment as well as for doing their part but if fashion companies don’t follow that they will easily be forgotten. Down to Earth finds beauty in all things nature and wants nothing more but to preserve every last bit of it, which is reflected from what society values.

THEME/COLOR INSPIRATION

Down to Earth

“Come run the hidden pine trails of the forest, come taste the sun sweet berries of the Earth”

Tagline

MOOD

Pleasure to Find

Natural

Open

Warm

Serenity

Peace

“In a cottage she wakes naturally at dawn each morning and carefully makes her way to her morning ritual. After her yoga stretches she mindfully makes herself a cup of green tea to bring with her on this warm summer morning as she says her daily affirmations and does her morning meditation listening to the colors of the wind. By doing so she is brought peace and gratitude while being grounded to the Earth.

She has now done everything to set herself up for a day of ease. She finds herself making her way to her favorite room in her house that overlooks the plush forest where she finds inspiration for her next commission painting.

As her day whines down she grabs a book that has definitely been read more than once to take with her to the hammock hanging by two trees. Accompanied by her purring companion she reads as the sun goes down and reflects. Life is peace.”

COLOR

STORY

TASSEL

444

DAHLIA

555

EUCALYPTUS

777

WHEAT

000

NECTAR

222

GEODE

111

CANYON

333

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COLOR�

NAMES

Color Story

Natural, Open, Warm, Serenity, Peace, and Earthly are all words that can perfectly describe this color pallet. The color names and descriptions are all derivatives of things of nature or can be found in nature. Down to Earth is all about being completely immersed in nature. As the importance of the environment is at an all time high, color trends have been increasingly leaning towards Earth tones and neutrals. As an effect of the current political climate peoples wardrobe and personalities/feelings are reflecting that. But this color story has a tone of better, brighter, and peaceful days to come

TEXTILES & MATERIALS STORY

TEXTILES:

TRIMS:

ORGANIC RECYCLED COTTON (50%), HEMP (30%), & POLYESTER (20%) - MUSLIN

212

RWS MERINO & BAMBOO BLEND - WITH SNARL & GIMP YARNS

121

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TUBULAR 100% BAMBOO RIB KNIT - 313

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AIRY PURE LOTUS FABRIC

131

PLAIN WEAVE PURE LOTUS FABRIC

141

FRINGE 151

FLORAL EMBELLISHMENT & APPLIQUE - 414

MOOD

DOWN

TO

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EARTH

NATURAL

FREE

TERRESTRIAL

EARTHBOUND

SUSTAINING

CONCLUSION & PREDICTION

All fabrics, materials and trims are derived from natural fibers and also are obtained sustainably. As the theme being “Down to Earth”, fabrics being sustainably produced is most important, the lotus flower fabric being the most economically friendly. The fringe inspiration and fabric is from recycled materials and reinforces the freeing tone of this theme as well as the floral embellishments and appliques making you feel one with nature. As companies and consumers being more aware of the mark they leave on this Earth, it can be certain that more and more people will be turning more towards natural organic fibers and materials that require less water consumption and are more kind to our Earth. This will not only affect our fashion but also our lifestyles and be reflected in the ways we decorate our living spaces.

THE

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LOOK

SILHOUETTE:

MIDI

MIDI

BOYFRIEND BLAZER & STRAIGHT LEG PANT

SWEATER DRESS

SWEATER DRESS

SWEATER DRESS

LOOSE STRAIGHT LEG PANT

CAPED

SILHOUETTE:

THE

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LOOK

BOXY SILHOUETTE

LOOSE SILHOUETTE

STRAIGHT LEG

BOXY SILHOUETTE

TURTLE NECK

COLLARED

VESTED

NON- APPAREL

MINIMALIST

NEUTRALS

TERRESTRIAL

NON- APPAREL

THE LOOK FORECAST

The Down to Earth look silhouette for apparel is very much all about comfort, freeing silhouettes, and a loose flowing feel. Whether it is a sweater dress, loose fringed sweater, straight legged pant, or flowing midi dress they all circle around the theme of being open and earthly. While many of the silhouettes are more loose there is still a feel of femininity through details including wrapped belts, jewelry, floral embellishments, and some pleaded wastes. Many of these looks prioritize free movement by utilizing a straight and “Y” silhouette. The accessories just further complement the natural and minimal vibe of this look with natural floral earrings as well as minimal gold jewelry. As people are finding more value in being environmentally and socially conscious fashion has reflected that and will continue to reflect that along with feeling free in what they choose to wear.

References

Chalamet, T. (2020, October 15). Retrieved October 26, 2020, from https://www.instagram.com/tchalamet/?hl=en

Fashion Snoops: Market Focused. (2020, February 18). Retrieved October 26, 2020, from https://www.fashionsnoops.com/Markets/OurCoveragestrategy

Jenner, K. (2020, October 12). Retrieved October 26, 2020, from https://www.instagram.com/kyliejenner/?hl=en

Pantone. (n.d.). Fashion Colour Trend Report London Autumn/Winter 20/21. Retrieved November 06, 2020, from https://www.pantone.com/color-intelligence/fashion-colour-trend-report/london-autumn-winter-2020-2021

Parello, S. (2020, October 15). Create Tomorrow: Trend Forecasting & Analytics. Retrieved November 06, 2020, from https://www.wgsn.com/en/

Zendaya. (2020, October 4). Retrieved October 26, 2020, from https://www.instagram.com/zendaya/?hl=en

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Color References

(111). Botanical, (Color ID: 70-0082-10). (n.d.). Retrieved November 06, 2020, from https://www.sophicolor.com/collections/botanical

(222). Botanical, (Color ID: 31-0007-11). (n.d.). Retrieved November 06, 2020, from https://www.sophicolor.com/collections/botanical

(333). Botanical, (Color ID: 31-0048-10). (n.d.). Retrieved November 06, 2020, from https://www.sophicolor.com/collections/botanical

(444). Botanical, (Color ID: 30-0051-10). (n.d.). Retrieved November 06, 2020, from https://www.sophicolor.com/collections/botanical

(555) Botanical, (Color ID: 80-0107-10). (n.d.). Retrieved November 06, 2020, from https://www.sophicolor.com/collections/botanical

(777). Botanical, (Color ID: 81-0196-10). (n.d.). Retrieved November 06, 2020, from https://www.sophicolor.com/collections/botanical

(000). Botanical, (Color ID: 42-0142-11). (n.d.). Retrieved November 06, 2020, from https://www.sophicolor.com/collections/botanical

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Textile References

(212) Organic Recycled Cotton, Hemp, & Polyester (n.d.). Retrieved November 10, 2020, from https://www.moodfabrics.com/8oz-natural-recycled-organic-cotton-hemp-and-polyester-muslin-311044

(313) Tubular Bamboo Rib Knit (n.d.). Retrieved November 10, 2020, from https://www.moodfabrics.com/heathered-almond-tubular-bamboo-rib-knit-316100

(121) RWS Merino & Bamboo Blend Dash & Miller: Woven Fabric Design Studio. (n.d.). Retrieved November 10, 2020, from https://www.dashandmiller.com/

(414) Floral Embellishment & Applique Forecasted Design Details, Women's (F/W 21). (2020, May 11). Retrieved November 13, 2020, from https://www.fashionsnoops.com/

Materials/Surfaces, Shifts + Innovations (FW21). (2020, January 28). Retrieved November 13, 2020, from https://www.fashionsnoops.com/

New Mythologies, Women's Textiles Trend Concepts (A/W 21). (n.d.). Retrieved November 13, 2020, from https://www.wgsn.com/en/

(131) Airy Pure Lotus Fabric ⋆ Samatoa Lotus Textiles ⋆ Handwoven in Cambodia. (2020, October 04). Retrieved November 10, 2020, from https://samatoa.lotus-flower-fabric.com/buy/sustainable/textile/pure-lotus-fabric/

(141) Plain Weave Pure Lotus Fabric ⋆ Samatoa Lotus Textiles ⋆ Handwoven in Cambodia. (2020, October 04). Retrieved November 10, 2020, from https://samatoa.lotus-flower-fabric.com/buy/sustainable/textile/pure-lotus-fabric/

(151) Fringe - Women's Materials & Details: Accessories & Footwear, Collection Review (A/W 21). (n.d.). Retrieved November 13, 2020, from https://www.wgsn.com/en/

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The Look References

Casey, C. (2020, October 30). Men's Knit & Jersey Luxury A/W 21/22. Retrieved November 20, 2020, from https://www.wgsn.com/en/

Casey, C. (2020, October 6). Womens Knit & Jersey A/W 21/22 - Rural Retreat. Retrieved November 20, 2020, from https://www.wgsn.com/en/

Design Movement: Slow Living. (2020, September). Retrieved November 20, 2020, from https://www.tobetdg.com/creative-direction/design-movement-slow-living

Hard Goods - Fall/Winter 21/22. (2020, July 15). Retrieved November 20, 2020, from https://www.fashionsnoops.com/

Out-West Influences. (2020, November 13). Retrieved November 20, 2020, from https://www.tobetdg.com/great-ideas/out-west-influences

Scullion, C. (2020, November 12). Buyers' Briefing A/W 21/22: Accessories Key Items. Retrieved November 20, 2020, from https://www.wgsn.com/en/

Street Style Trends NYFW '21. (2020, September 22). Retrieved November 20, 2020, from https://www.fashionsnoops.com/

Women’s Accessories Trend Story - Humble Abode Fall/Winter '21/22. (2020, July 2). Retrieved November 20, 2020, from https://www.fashionsnoops.com/

Women’s Accessories Trend Story - UNWIND Fall/Winter '21/22. (2020, July 17). Retrieved November 20, 2020, from https://www.fashionsnoops.com/

Women's Must-Haves F/W 21. (2020, September 15). Retrieved November 20, 2020, from https://www.fashionsnoops.com/

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References

Bakhtiari, K. (2020, September 30). Why Brands Need To Pay Attention To Cancel Culture. Retrieved December 03, 2020, from https://www.forbes.com/sites/kianbakhtiari/2020/09/29/why-brands-need-to-pay-attention-to-cancel-culture/?sh=19f0f693645e

Fall/Winter 21/22 Bags Merchandising Matrix. (2020, August 6). Retrieved December 01, 2020, from https://www.fashionsnoops.com/

Laurel December 3, A. (2020, December 03). Brands Like Aritzia and Aldo Are Now "Carbon Neutral". Retrieved December 03, 2020, from https://www.flare.com/fashion-beauty/what-is-carbon-neutral-in-fashion/

Morgan, B. (2020, December 03). The Fashion Industry Is Ready For A Makeover: 4 Changes We'll See In The Future. Retrieved December 04, 2020, from https://www.forbes.com/sites/blakemorgan/2020/12/03/the-fashion-industry-is-ready-for-a-makeover-4-changes-well-see-in-the-future/?sh=10060711914a

Petro, G. (2020, January 31). Sustainable Retail: How Gen Z Is Leading The Pack. Retrieved December 03, 2020, from https://www.forbes.com/sites/gregpetro/2020/01/31/sustainable-retail-how-gen-z-is-leading-the-pack/?sh=67667e822ca3

Popcorn, F. (2020, June 29). AtmosFear - Trendbank. Retrieved December 03, 2020, from https://faithpopcorn.com/trendbank/AtmosFear/

Rashid, B. (2017, April 25). Why More And More Companies Are Doing Social Good. Retrieved December 03, 2020, from https://www.forbes.com/sites/brianrashid/2017/04/25/why-more-and-more-companies-are-doing-social-good/?sh=2b51111cdb07

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