miltary

Tracking the trend…

from high fashion

Marc Jacobs

To mid price designers

To m

Country Road

To mass produced fashion…

Adults…

To kids…

Country road kids

Witchery kids

the appropriation of fabrics, colours, and textures

Only certain elements

And embellishments

To give an entirely new look

Potential to become (even more of) a mainstream trend

We’ve seen it beforeBut it’s getting bigger and it’s changingBecause every brand, person and item has a

different interpretation…

WHERE WE’RE AT• Currently all group members are retrieving primary

research through qualitative methods such as interviewing as well as taking pictures of the interviewees pieces of clothing which an example of the military trend.

• We are still yet to delegate research and writing tasks between each group member.

• We also still yet to research on the following areas– How the trend keeps coming back– Where it originates from? As in where is the first place it is

appears.

FIELD OBSERVATIONS…• interviews of the general public…– Examined their motivations– What the trend meant to them– Which elements they adopted – And their underlying observations

Found there was very little thought behind their choices they were just going with the mainstream- major brands included

We asked them questions about…

• Appropriation-changing the meaning of an item to mean something else..

Boots- no longer a sturdy form of footwear but a

way to give a grungy look to a feminine outfit

• Homogenisation- wearing something to fit in somewhere

Major fashion magazines are outlining this trend- if you don’t wear it… are you fashionable?

Whether they knew it or not, they were appropriating a range of items in order to become part of an increasingly mainstream image

• Boots• Jackets• Pins/badges• Bags (some vintage, some mainstream)

WHERE TO FROM HERE?• We need to keep researching!• We realised there are a number of underlying

motivations• We realised that the places consumers are

sourcing their items are endless and give different meaning (cultural capital) to the items

• More field work!