Early May 2013
A WGSN think tank of global trend experts — people from around the world and from all different backgrounds, including history buffs, cultural anthropologists, sociologists, and consumer marketers — meet in London to present research and discuss discoveries in every facet of culture. "They've been tracking the changes in science, politics, technology, the environment, and economic factors of the world around them, and they know what's happening in art, they understand the music scene, they experience food in different cities," Aimette said. "For us, it's not just what's now but what's next."
Additionally, they analyze street style and festival trends, which round out the design direction for each season. "We have editors documenting street style all over the world every single day," Aimette said. "It's a constant flow of information. In even the best fashion blog, it's a picture here and there. But we are constantly canvasing the streets for emerging trends."
For instance, they might be the ones to spot an Instagram-famous street style star in a captivating look. "It starts popping up more, then it becomes reimagined, then you see it walk down the runway," Aimette said, "and soon, everyone's wearing it."
