Challenge one: Fundraising: 2013

So, today's lesson introduced me to a business owner/ entrepreneur called Emma Blackman. She runs her own on-line business selling gifts and homeward to global markets.
Today's visit was to give us an insight into her business and brief us on a trend assignment for her. She holds very clear brand values for Very Nice Things and pitches her business at the boutique end of the market. Her business is heavily biased to the customer and all her products are hand packed and finished with care to give that individual touch.

www.verynicethings.co.uk

My brief was to study homeware; craft & interiors product trends over the next 6 months to 2 years including - A/W 2013/14; SS2012 & A/W 2014/15 and forecast a trend story to cover some or all of that period suitable for my brand "Very Nice Things" customer.
To begin the design process, I needed to research VNT first hand to get a clear idea of their brand aesthetic, I also looked at market competitors Emma considered VNT to be in direct competition with.

www.notonthehighstreet.com
www.anthropologie.com

This gave me a clear picture of the VNT brand; their customer; and their market competitors.

Next stop was WGSN and other sources of trend watching such as

www.trendwatch.com

www.worldofinteriors.com

www.elledecoration.co.uk

and many other websites for inspiration on colours and product styles and materials and to get a clear picture of interiors emerging trends for SS14 and AW 14/15.

I also considered other emerging trends in fashion that may be relevant as Emma intimated the link between home furnishings and fashion trends ( which I had previous experience myself when I worked for Courtaulds Home Furnishings previously as a bedlinen designer for the high street).

My stories were beginning to take shape ...

I found lots of evidence about lacework structures and was building up a trend story around this: I looked at architecture & metal work and many varied products inspired by lacework - I even found a picture of lacework candles!

I decided after looking at WGSN and other sources of trend forecasting for materials and homeward products where I found many references to metal traceries to name my first trend 'StructuredTraceries'.

Here are my two mood boards with their trend writing explaining their story ...

I collected many images via Google Images and then edited; manipulated; designed and composed my mood boards (remembering to focus on my trend forecast) using Photoshop.

Prior to this composition, I researched Interiors and Global colour edits for the relevant seasons to begin building up my colour stories edits.

It was not only important to choose images that portrayed my predicted trend but also to choose them in colours where possible of my trend - of course using Photoshop allowed me to manipulate my images to fit in with my colours trends should this not prove to be possible.

Although this was part of my final task - to write my trend back stories to explain the integrity of my trend I have placed this here so it is in context with the correct trend boards.

Here is my Structured Traceries trend story ...

Structured Traceries

This trend story is influenced by WGSN macro trend for autumn /winter 2014/15 of ‘Industrial Evolution’ where elements of craft and industrial production combine to produce a more ‘crafted’ yet commercially viable ‘of-the-moment’ look.

Direct influence moreover of the emerging catwalk trend of ‘delicate decadence’ and a definite nod to the ever-stronger vintage fashion movement drives this theme forward. In particular the continuing trend for lace work and cut-out under pins perfectly just how vintage and modern merge hand-in-hand in terms of reinterpreting a vintage look and feel in a very modern and contemporary way. The use of laser cutting technology facilitates new ways to envision cut -work on many new and unassuming products putting the ‘WOW’ factor and wonder of just ‘how things are made’ back into the buying experience of the consumer.

As the winds of austerity swirl so too the intricate traceries of lace work twist and turn to show organic and endlessly patterned forms testing our visual senses to the max. Yet the structured element of the traceries allows us comfort – like a perfect circle – we can follow the patterning from its beginning through all its twists and turns to its conclusion safe in the knowledge its beauty holds our gaze to the end.

This trend is intuitive – you can simply feel it is right – when you see a product organically inhabiting its space, emotional connections are made as those movement ebb and flow through its beautiful structured tracery.

Customers are more discerning and tired of the all-consuming buying habits of old – quality is the new appreciation once more, and built in obsolescence no longer is accepted as the consumer parts with their hard earned money. So value in aesthetics and an emotional need for security give comfort in the knowledge that not only do products look beautiful, but they are also built to last and this connection is there for longevity. Our pre-occupation with ‘stuff’ becomes more mature and our buying habits change to facilitate this new awakening of our emotions as consumers expect more from their purchases.

Sustainable materials; innovative technologies; metals; ceramics; light enhancing glassware are all materials to be cherished as the craftsman explores new and more meaningful ways in the context of today to design the products of tomorrow.

Importantly, this trend celebrates the ‘crafter/ designer’ small scale producer and micro businesses and is well placed to put our economy back on the road to recovery. Its optimistic essence is echoed in the colour palette that embodies the trend: colours such as calico; putty; sandalwood; terracotta and cinnabar give us a cosy glow as we are wrapped in nostalgia from our hand-crafted vintage past contrasted with graphite; tourmaline; sapphire; amazonite and titanium forging steadfast into our promising future.

By Noelle Brandwood

For ‘ Very Nice Things’ trend story assignment

March 2013

My second trend story was forming out of trend research that highlighted Arts & Crafts - in particular William Morris floral prints and a trend towards craft and artisan activity. The floral element also touched on WGSN macro trend of Next Nature for SS14, thus my second trend became called: 'Sensual Nature' highlighting products with sensual curves made out of porcelain; ceramics and glass.

Here are my 2 mood boards for this trend ...

My final piece of trend writing as the previous one had to include back story of the trend; materials; colours; shapes & forms; styles and the naming of each of the 8 colours in both of the trends.

I give you ... the trend story for the 'Sensual Nature' Trend ...

Sensual Nature

This trend story is influenced by WGSN macro trend for spring/summer 2014 of ‘Next Nature’ as elements of natures alluring essence combine to produce a depth of colour and pattern reminiscent of William Morris and the Arts and Crafts movement yet given a modern and evocative twist.

The craft-lore trend for ‘sanctuary and sanity’ found in well-made and lovingly crafted products’; a touch of vintage and zany floral fusion all combine to steer this trend to the fore. In particular an emerging trend for embroidery and tapestries juxtaposes the traditional with the modern as it contrasts natures more formal botanical side with its more exhilarating sensual plant forms to engender a look and feel of contemporary freedom. The influence of organic, flowing plant and botanical forms echoes the sensual curves of a William Morris design, whilst the reinterpretation of living colours gives sensual plant forms an exciting perspective as colours emphasise an effervescent quality of optimistic contemporary fun.

Nature affects us on a sensory level – we feel the curves and bask in the colour of this story as it lifts our spirits to soar. Its opulence engulfs us emotionally as our senses heighten to its’ visual buzz. Its provocative undulations grasp our imaginations and transport us to a magical moment in time where we feel alive as the eclectic mix of design; art and musicality of form capture our spirits subliminally and impel them to a new level of appreciation.

This trend is not for the feint hearted but embodies subversion – although strongly rooted in nature it pushes the boundaries of designs and fuses the craft with the technological in terms of design possibilities – it is not frail but takes its strength from challenging preconceptions of form and function to overcome precepts of design boundaries capitalising on the technological design advances available to use.

The colour palette for sensual nature is clean and clear with a bias to verdant tones; colours are bright and strong yet well balanced to create a progressive and contemporary feel and yellow is a key accent in the form of mimosa. Camellia; mimosa; amaryllis; peony; hellebore; laurel; eucalyptus; acanthus; anemone; and gilt make up the colour palette for this trend as a nostalgic glimpse at times gone by is given a contemporary twist in the way the colours are used together, further contrasting the entwining of the organic and the industrial in terms of pattern and shapes. Forms are flowing and fluid in their design with intricate fluting or frilled curvaceous structure giving the impression of the fantastical botanical. Materials such as resin; glass; corian; leather; mirror; wax and stained wood are used with flowers; seeds and leaves being a source of inspiration as form and function merge into one in a fusion of aesthetic sensuality and functional form. This trend builds on The Craft Movements past aesthetic traditions as it celebrates nature in a modernistic way reinterpreting past visual perceptions to create a more relevant vision of sensual nature for todays’ consumer.

By Noelle Brandwood

For ‘ Very Nice Things’ trend story assignment

March 2013

I really enjoyed composing the trend board imagery and trend stories. I love the creative process behind generating the final pieces and the satisfaction it gives me when all the hard work is done.

Here, I hope you see as I do,

... 4 visually alluring boards whose intriguing stories come alive in text to inspire my client to buy products for her business going forward that are not only on trend, but will appeal to her customer so they will buy her goods from 'Very Nice Things!