Fashion Climate of 2010 with new trends (II)
Brand America
The tendency of modern heritage that gave us 2,009 by Patriot phenomena such as star Florsheim boot Duckie Brown and Pendleton collaborations with Hurley and Opening Ceremony, is ripe for taking part in the global appetite for "brand America."
In addition to more ads that emphasize the worker can do "spirit, strength industrial, and pick ourselves up-to-message-our-own-handedly (see Levi "Go Forth" campaign), European designers looking to associated with some of the most revered of American brands.
At the Paris spring / summer 2010 men's fashion shows, Red Tab brand Levi Strauss & Co. could be seen in the collections of Rick Owens, Junya Watanabe Man and Jean Paul Gaultier, who added his stripes shipping firm and straps servitude on the basis of the traditional figure of 501, and a trucker jacket classic appearance, with the front panels are cut to resemble a harness servitude.
And for the first time, Emporio Armani, lower-priced line of Giorgio Armani empire of the Milan-based fashion, is making jeans in the United States. The company recently announced that four new styles (two men and two women) for Spring / Summer 2010 underway in downtown Los Angeles. Billed as the "refinement of the Armani brand with an original interpretation of the authentic look American Vintage "Having a different wave stars and stripes, which is reflected in special tags, white enamel and brushed rivets leather labels red, white and blue.
Denim is not the only department or Italian label Missoni has partnered with another venerable American brand - the company Converse 101 years old - to make versions $ 200 of the classic Chuck Taylor All Star high-tops with signature Missoni zigzag patterns. Converse deep bench of collaborations for 2010 also include a shoe with (N) Japanese designer Takahiro Miyashita INE and another with the British rock band The Clash.
The new bridge
In the language of retail, "bridge" used to describe soft career wear jeans mom likes of Jones New York, Anne Klein and Liz Claiborne. But no more.
Tory Burch, Elie Tahari, Phillip Lim and others have carved out a "new bridge" clothing market, offering details design and affordable prices.
In 2010, the designers will run in the middle to attract price-sensitive buyers. This month, Alice Temperley Alice hit the department stores, with prices ranging from $ 130 to $ 820, striped cotton for tailored jackets, quilted jacket motorcycle leather and printed dresses. In the spring, Posen will debut its line of sportswear ZSpoke exclusively for Saks Fifth Avenue. Despite its label of the track of the same name goes for $ 900 to $ 6,000, ZSpoke start at $ 78 for a shirt and $ 675 for a knit dress. Even John Galliano, who designs high fashion, is expanding its collection Galliano lowest price which includes menswear, will be shown on the catwalk in Milan this month.
"Increasingly, it will be hard to be in the upper end of the market, "said Buckingham Trendera." There are only so many designers people will spend a lot of money. The luxury consumer is saying, 'I'm going to spend money on designers who will be around 15 years from now. "So it makes sense to enter that market new bridge. And for many people now, the medium is the high end. "
Health conscious beauty
Call it a reaction beauty products or the emergence of a consumer more health conscious, but the products of natural skin care and organic continue to replace the soap commercial synthetic anti-aging serums in the bathrooms of women everywhere. In 2008, 64 percent of women use beauty products said they use "natural" articles, according to market research group NPD, and last year the New York Times reported that "the market for natural and organic cosmetics has grown by leaps and bounds. "With more women learn about potential problems associated with parabens, petrochemicals and other preservatives found in many products, skin care, many are opting to reduce potentially toxic substances found.
Dr. Jessica Wu, a dermatologist in Westwood, California-based, used to hear references to natural beauty products and organic Malibu only customers, but now said, all his customers seem to be interested. "I think this is a natural extension of organic food and be more aware of what we are putting in our bodies, "he said." More and more people come to me after seeing your acupuncturist or a nutritionist and tell me they are not interested in remedies prescription and wants to switch to a more natural product with gradual results. ... And now, with places like Sephora, which has sections on beauty, "green" and "organic" it is easier for people to buy these products. "
Publicist Robin Gilbert began his shift to organic beauty products of the year past, particularly to eliminate parabens, which some studies have linked to breast cancer in women. (Parabens are preservatives used in products cosmetics, according to the Food and Drug Administration.) "If I can control what goes in my body, to a certain point, then I will," Gilbert said, using organic and natural brands like naked and Tom's of Maine.
Gilbert said he was so overwhelmed with the amount of department store products I was using this rationalization of his regime into something more "clean" natural and seemed less chaotic. "I I was trying so many things before. And natural products do not feel so bad about what is out on my skin or what is happening in my skin. "
On the other hand, he continued, "if I have something on my skin I want to get rid of, I will do whatever it takes. I really do not know how natural products will help the wrinkles. It's about finding that balance and orientation that is important. "
Sometimes it's hard to know what is natural. Labeling these products is largely unregulated, and consumers would do well to do their homework. "The reality," said Beverly Hills dermatologist Harold Lancer, "is there are very few things on Earth in the world of beauty that are 100 percent organic, "he said." Unless the bees to fly up every day something is needed to preserve it. "
Local life and reconnect
The locavore movement, dedicated to eating locally grown as a means towards sustainability and environmental awareness, it seems that may affect other areas of life. In fact, the trend forecaster Faith Popcorn has made the notion of the cornerstone of their predictions for 2010.
"There is nothing we can do about Iraq and Afghanistan so we are trying to find a place where we can have an effect, "said popcorn." It's like a turtle pulling into its shell, is hyper-cocooning. Local becomes an attitude. "
Concern is growing about money and jobs sent elsewhere, he said. "It will be a push back against companies that earn too much money and not support their communities. "
More companies locally and transparent about where to source ingredients and materials. "There is a huge desire for community, authenticity and information about the source - where did this grape, which is the policy I am putting in my mouth "?
"We are all in search of tranquility, away from the buzzer, buzzer and phone, "he said.
In fact, in 2009, seemed to chatter, and iplot facepoke ourselves to an endless cycle of madness that leaves interpersonal connections for Internet connections. In the world of style, which resulted in parades going virtual fashion weeks to look at the baby bloggers and 140 characters Tweets of the seats, becoming the status quo.
If 2010 is the year when everything is collapsing around our ears, perhaps at least the year the foundation began to recede.
"Once economic recovery starts to happen, one of the first things we're going to do is say, 'All that networking and networking did an imitation ... thing for us, '"said Richard Laermer, an observer of the trend and author of "2011:. Identifying trends for the next decade"
"We help get a job or help with our relations, "Laermer said." We remain happy, do not get a health bill passed. We realize Twitter and Facebook and all those things that do not make one. . . thing for us and maybe we should not do for a while. "
The switch from analog will not happen one day (probably because no application for that), but Laermer think we'll start to see people left the mouse and pick up the phone. "Having conversations, or a cup of coffee -. in real life "what the kids call IRL, which means I think we should again be in real life."
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