International Fashion Business
Trend Forecasting Project
The Trend Forecasting project was highly creative, and working in groups we had to identify and forecast two key trends for a given market: women’s knitwear A/W 24/25. Looking at a wide variety of sources (WGSN, Mintel, LS:N…) and real-life examples (such as runway collections and street photography) led to well-rounded insights. In the end, we synthesised our findings into a visually engaging A3 trend book.
With our trends, we decided to tell a story. The first trend we identified was ‘Feel Good’; the world feels uncertain, so we seek comfort in clothing and knitwear. The second trend we identified was ‘Feel Bad’; the world feels uncertain, so we find solace in that uncertainty...
Trend Book: A3 Trend Forecasting Book
Presentation: Initial Presentation of Two Key Trends
Trend Book Features
Two Key Trends: Feel Good & Feel Bad
Context & Direction of Trends
Impact & Forecasted Impact of Trends
Runway Inspiration & Examples
Visual Presentation of Trends: Colour Palettes, Key Shapes & Silhouettes, Materials
Feel Good vs. Feel Bad: Trend Book
Women's Knitwear A/W 24/25
Throughout the whole trend forecasting project my main responsibility was to work on the second key trend: Feel Bad. Feel Bad comes from global uncertainty and instability. Instead of seeking comfort, like with Feel Good, people embrace the ‘weird’. This is represented through dark and moody colours, harsh textures, and non-traditional silhouettes.
In wider society, we’re already seeing manifestations of this trend: popularity of true crime, ‘Wednesday’ by Netflix breaking streaming records, and even micro trends about consumers intentionally seeking out grotesque food (‘Grotesque Grub’). Feel Bad is a natural extension of this.
For the trend book, I was responsible for the second half, which focused entirely on Feel Bad. Writings-wise, this included historical and contemporary context of the trend, the future direction of the trend, and visual examples and presentation of the trend. Visuals-wise, I constructed the layout of the pages, selected appropriate imagery, edited/colour-graded where needed, and overall conveyed the trend through visual means. I’ve included the pages and layouts I worked on individually to the left!
Key Skills
Team Working & Communication
Identification of Trends & Synthesis of Research
Trend Forecasting & Research
Creative & Visual Design
CAD (Adobe Creative Suite: Illustrator, InDesign)
Feel Good / Feel Bad: Trend Forecasting Presentation
Women's Knitwear A/W 24/25
Before completing our final trend book, we had to present our initial ideas and findings to our whole cohort and two lecturers. The presentation was to identify and discuss our chosen two trends, for the allocated market we were given: women’s knitwear, A/W 24/25.
In the presentation I introduced and spoke around the second key trend, ‘Feel Bad’. I covered the factors and influences that have led to the conception of this trend, the impact the trend is having and is going to have, examples from high fashion runways of the trend, and the visual presentation of the trend (colour palette, textures, silhouette, materials, etc.).
Overall, it was a great opportunity to receive feedback on our work so far, as well as to improve our presentation and verbal skills. I’ve included the slides that I presented and worked on individually, these can be seen to the right!
Key Skills
Market Research & Analysis (+ Synthesis of Findings)
Runway Research & Analysis
Trend Forecasting
Teamworking & Group Skills
Presentation Skills
Verbal & Visual Communication
CAD (Canva & Adobe Suite: InDesign, Illustrator)
Presentation Features
Introduction to 'Feel Bad'
Key Factors & Influences of 'Feel Bad'
Impact of 'Feel Bad'
Runway Examples of 'Feel Bad'
Visual Presentation Examples of Trend + Key Colour Palette
