We are the new nomads. We go everywhere and are from everywhere, always exposed to art, literature, music, cinema, architecture, interiors, exhibitions, retail, food, fashion, photography. In other words, to culture and human behaviour...wherever.
This new nomadic environment has created a world where we can literally conduct out professional and personal lives regardless of physical location. The way we dress, what, where and how we eat...how we respond to what we see in our everyday lives...every aspect of life is influenced by socio-cultural trends, all aspects of life, whereas Trend Forecasting anticipates the direction in which society is moving.
Not only do companies value trend information, they need it to stay ahead in the extremely competitive world of fashion where consumers’ tastes are getting more sophisticated and conscious, and the Trend Forecaster is a professional catching, elaborating and translating this vital information to companies, media or agencies.
This master is perfect for a person interested in everything surrounding us, in particular culture and fashion, and willing to be a key strategic player in any corporation.
Fashion Trend Forecasting focuses on three main activities developing in succession and each culminating with the creation of a book and other performances valuable as personal portfolio:
INTUITION. It’s about catching the early signals for trends by exploring different domains that can influence each other (e.g. technology, art, music…), observing the human behaviour, the anthropological roots, the current society, cultural and subcultural movements, developing a personal vision, and finally coming up with an intuition, a main concept, a tipping point that can be taken as direction for the future. Book, object to be created by hand, live presentation.
RESEARCH. A first intuition has to be backed by a research for being considered a real direction. Primary sources (e.g. travelling, trade fairs, interviewing, producing data…) get connected to secondary sources (e.g. exploiting the extensive materials available in Polimoda’s library). At the same time one has to learn all about fashion (e.g. names, structures, theories, but above all colours and textiles). At this point comes a report with one or more future scenarios. Book, video show, live presentation.
APPLICATION. Concept and report become here a real proposition for companies, media and agencies. Then, it’s up to the corporation to just follow a report or to take the trend as direction, introducing it in a business model and trying to lead market and society through it. This might include also suggestions on silhouette, materials, colour palette, mood board and copywriting, and in any case always responding to the question: “what should we do next?”. Book, installation, live presentation.
Furthermore, everyone will be asked to participate to the collective creation of a trend magazine and to experience how editorial activities work in reality.
The program includes a field trip in London or Paris, the attendance to a fashion show at Milan Fashion Week, the attendance to Pitti Uomo and Pitti Filati. Other famous trade fairs like Linea Pelle and Salone del Mobile are few hours by train from Florence, and so is Venice. Design and production centres are all around Florence.
Fashion Trend Forecasting has a partnership with Lidewij Edelkoort’s Trend Union and a direct supervision by Linda Loppa. Fashion beyond