Mod-ieval
Kirstin Bartram Alexandra Hamilton
Jill Liu
Final Project
Table of Contents
I. Trend Segment Selections
II. Customer Profile
III. Trend Introduction
IV. Trend Analytic Tracking
V. Trend Concept Board
VI. Color Section
VII. Fabric Section
VIII. Runway/Street Inspiration
IX. Art Movement/Culture Heritage
X. Analytic Tracking - Trending
XI. Technical Drawings
XII. Conclusion
I. Trend Segment Selections:
“Mod-ieval”
Season: Fall 2014
Fashion Segment: Expecting either a trickle-up-effect, from media influence as well as consumer
behaviors to encourage designers to tap into this trend more, or a trickle-down-effect from
Couture designers down to the contemporary market.
Gender: Female
Life Style: Young, creative entrepeneur, students, musician, innovators. Living in apartments,
studios, condos.
II. Customer Profile Info graph:
III. Trend Introduction:
A juxtaposition of fashion from the Middle Ages and modern styles and silhouettes pave a path
for Fall 2014 that encompasses natural fibers, rough textures, earthy colors, and full silhouettes.
Medieval fashion existed upon the idea of sensibility and sustainability. Materials were gathered
from natural sources readily available without the need for trade and transportation. To give an
edge to the classic styles, the Mod-ieval trend incorporates modern silhouettes such as high-low
hemlines and decorative embellishments to otherwise vintage-style garments to create a never-
before-seen style that is part-medieval queen, part-grunge, and part-contemporary. The recent
trends in sustainability and recycling have generated a need for fashion that does not further
damage the earth or generate a carbon footprint. In addition, present-day media includes shows
that focus on the Middle Ages and historical content, from which this trend draws major
inspiration and context. Game of Thrones envelops costuming that is both historically correct
and imaginative - incorporating intricate details to sensible attire. Recent films such as The
Hobbit explore the Anglo-Saxon time period and reflect the apparel of the times. The upcoming
Generation Y is now blossoming into adulthood, and is living up to its reputation of being known
for its loyalty to brands that embody strong ecological and humanitarian records. The Mod-ieval
trend allows consumers to participate in the upcoming courses of media, fashion, society, and
culture while maintaining individualism and embodying a fresh, recycled outlook on historical
foundations.
IV. Trend Analytic Tracking Info graphs
V. Trend Concept Board
VII. Fabric Section:
For our trend, we chose to focus primarily on natural fibers derived from plant bases or
animal bases. The reasoning for this decision is planted within the culture of the Middle Ages;
individuals were limited as to what supplies they could get their hands on. What one could find
nearby, be it the forest, local marketing center, or animals. Fashion then focused on cottons,
wool, silk, and linen. Draping was used to allow the fabric to hang heavily. However, cottons
were also used to create gauzy dresses for women. Our trend is rooted in the Anglo-Saxon
period, but incorporates a modern twist, which allows the integration of some luxurious fabrics
such as velvet and contemporary silhouettes. In addition, our technological advances have lead to
new methods of production. The new methods of growing and producing cotton have become an
important issue; pesticides used to treat the cotton plants are polluting the environment. Because
of incidences such as this, society is gravitating towards a shift in trends. Recycling has become
more popular, and there is a main focus on sustainability in all avenues of work. Because our
trend incorporates natural fibers, it works hand-in-hand with the efforts to reduce pollution,
preserve resources, and avoid synthetic material production. In order to remain within the target
customer range, we project that most fur will be exchanged for faux versions so as to make
garments more attainable to our consumer.
VI. Color Section Artists have considerable tools of creation and manipulation to achieve an intended effect in their
art, but few are as essential to comprehension and malleable to desired result as colors. To quote
C.L. Hardin, “colored objects are illusions, but not an unfounded illusion” (Hardin, 1988).
Colors allows for a dramatic amount of variation when it comes to both the inherent and implied
identity of an object, whether it reveals a condition about the object, subconsciously affects the
viewer into a necessary emotional state, or changes the whole meaning behind it by shifting it
out of normalcy. The color red is often considered to represent vigor, forthrightness, passion, and
intensity in matters of marketing, but in reality may lean more toward danger and discontentment
(Elliot, 2007). If even a brief flash of red can be enough to invoke a sense of threat, it can create
a sense of anxiety, fear, or even confusion depending on the overall context of the situation. It's
this brief flash and minor use that gives the viewer enough to recognize an emotional response,
but without the full capacity to orient themselves in regard to its essential meaning. The white
and light blue-gray of a tablecloth suggest trust, stability, reliability, and goodness while the
brown of the overall table inspire earthiness, goodness, and safeness.
The pantone colors represent that this trend consists of a lot of secondary and earth toned
colors such as the violets, grey’s and ground reds. The Medieval trend will consists of mainly
“deep” colors, such as reds, browns, blues and purples, but there are variations to these colors
making way for “subdued” color streams. Although many colors are bold and rich, this trend will
consist of mainly cool toned colors, in exception for the reds in regards to the different materials
and fabrics they may be considered as warmer “high chroma” color.
VIII. Runway/Street Inspiration:
Medieval influence is seen within the modern day media as well as the fashion scene. Within the
media this trend has been found in major films such as Lord of the Rings and The Other Boleyn
Girl. These movies have placed emphasis on medieval fashion, from the scenery to the costumes
the films are on point. Today there are also many hit Television shows which focus on the
“Middle ages” or Medieval period” such as The Borgias and Game of Thrones. These two shows
are major influences and are viewed by all demographics. Game of Thrones, is currently making
its way to the top spot for HBO shows. The hype of this series is growing with every episode.
There is also medieval influence within present day fashion, designers such as Alexander
McQueen, have showcased different variations of medieval influence. Whether it is the caged
headpieces, to the velvet floor length gowns, there is a definite medieval twist to his designs.
Trending colors and fabrics this season also pave the way for the medieval trend with the use of
warm reds to soft materials such as silks and velvets. Other accessory designers such as Pamela
Love and Erin Wasson also display medieval influence within their designs with the use of rustic
metals materials and earthy designs. Pamela Love in her most recent designs emphasizes the use
of claws, bones and dagger pendants, which play into the medieval style of fashion. As well as
Erin Wasson has many metal headpieces that were major items within the medieval period.
IX. Art Movement/Culture Heritage:
The Middle Ages consisted of many years filled with innovation and culture; it produced
artists such as Donatello and Leon Battista Alberti, whose masterpieces are still coveted today,
architecture that inspired many works of the following Renaissance period, etc. The medieval
culture revolved around differentiating men from women; for the first time, women’s dress
began to reflect the feminine shape and broke away from the androgynous styles seen prior. The
working class citizens were limited to resources that were readily accessible; animal products,
natural fibers, and plants that could be grown within the agricultural means. During the Middle
Ages trade became an integral way of obtaining new fabrics and materials; however, the
medieval culture focused on being resourceful. Artists of the period drew inspiration from
religious subjects, as those of the church had superior authority during this time. One of the main
aspects of the medieval culture is that of sensibility; unlike many historical garments, such as
corsets, girdles, and bustles, the Middle Ages had an immense appreciation for nature and turned
its gaze accordingly. Nature was seen as “a reflection of the transcendent world, even as a
barrier” (McNeil, 2009). The medieval goal of preservation of mother earth coincides with the
contemporary trends of sustainability; people of the culture took inspiration from what was
readily available to them, without accessibility to artificial materials and innovative technologies.
This motivates a trend based upon rustic, natural-based fabrics and textures interwoven into
modern silhouettes so as to continue the efforts of modern society to relieve our carbon footprint
and rely on synthetic substances. This trend allows us to “get back to our roots”.
XII. Fabric:
XI. Technical Drawings / Flat Sketches
XIII. Conclusion
The Middle Ages brought forth innovation and a change in mindset for the human race.
Individuals became more concerned about nature and the well being of the earth. Trade
commenced between regions allowing people to gain access to materials and resources that had
not yet been made available to them. Fashion during this time revolved around sensibility and
sustainability. The cultural ethics and morals were evident in the clothing worn; natural fibers
were used in beautiful gauzy dresses and blouses, comfortable tunics of cotton were common,
and beautiful velvet gowns graced the floors. The color ranges reflected the landscape of the
earth; beautiful greens, sky blues, deep, rich tones to match the fertile soil, etc. This concept laid
a great foundation for a contemporary version of the trend that encompasses the values and
sensibility of the Middle Ages while giving the look a fresh twist and edge by incorporating
intricate details and beading, modern silhouettes, and the juxtaposition of a bohemian, gypsy-
esque take on the medieval fashions. Select designers, including Alexander McQueen, have
already incorporated medieval influences on the runway, and brands such as Free People and
Urban Outfitters have introduced maxi coats with heavy hoods and beautiful patterns, all of
which is an ode to the upcoming Mod-ieval trend, aimed towards consumers between 18-35 with
a knack for creativity and a yearn to be unconventional. Societal occurrences, such as global
warming and a rise in sustainability, aid in creating a need for such an environmentally friendly
trend.
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