The Trend Is Determined
Late June 2013
This is when they locate the DNA of the season. "Our job is to gather all of this information and distill the common threads into what's most relevant," Aimette says of the official report that highlights three to four overarching themes. For Spring 2015, one such theme was "bio-dynamic," and it referenced how discoveries in biology have revolutionized the way we understand form and our own bodies. Another theme, "history 2.0," touched on how a return to artistry and craftsmanship is being juxtaposed with high-concept, almost sci-fi levels of precision.
Designers often look to these trends at this stage. "It's a good jumping-off point," Aimette says. "They may wonder, 'Is there still going to be this active techno thing happening or are we moving toward a back-to-essentials phase?' They too try to see major clues within the trends. And because fashion is a business, designers are most influenced by trends that are commercially viable and will translate into sales and revenue."
One example of this? The rise in activewear.