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Messekonzept Swarovski | WW | 2018
find yourself
DREAM, DELIGHT, FOLKLORIC HERITAGE, WONDERMENT
In a data driven era, this theme explores the need to reconnect and rediscover. Designs are rooted in nature celebrating natural landscapes and individual aspects as beauty is appreciated even through the use of the ageing and discarded. Labels mean less as consumers seek personalized products that align with their values. With mass produced goods being created at the expense of the environment a slowdown ethic will result in a focus on heritage and authentic elements as "slow brands" start to gain momentum. "The appreciation of craft is rising, fuelled by an appetite for storytelling and authenticity, but as global crafts skills are becoming increasingly lost over time. them to survive. The honouring of people and traditions will become paramount.
", fashion must continue to highlight them in order form.
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Swarovskis development of a marketing concept for the year 2018.
Concept 2018
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HERITAGE RE-ISSUED, TAILORING, COLOR, UPCYCLING
A new, individualized format is being honored in urban settings with "heritage" re- issued in various designs to make retro modern. Materials with substantial weight pull into focus the desire for long-lasting appeal in designs to combat fast-fashion and the resultant land-fill epidemic. Classics are pushed further by playing with the scale of patterns and heritage tweeds. Cosy fabrics bring warmth and a sense of continuing protection as we desire to bunker down. Tailoring is reinvented and color takes the spotlight to offer a freshness to authentically re-imagined pieces Functional utility is a core consideration with an updating of classics, that still remain commercial.
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OVERSIZE, EXAGGERATE, ATTITUDE, PROPORTION
A focus on the oversized is married with modern cocooning elements in designs, highlighting the continuing focus on our need for safety. An exaggeration of forms and layering helps to offer a protective measure. "Troubled times, political tension and the ongoing threat of climate change all helped shape one of the key trends - protection... designers moved away from the softly-softly approach of athleisurewear and hygge-inspired comfort dressing towards something much more hardcore and practical." (Stylus, The Edit FW 2018-19 ) Not for the faint-hearted, "Luxe Minimalism" is a core component in large, attention-attracting design elements. The mantra - bolder is better - suits the aesthetic for this look-at-me attitude whilst still appealing to the minimalistic consumer. "In this era of expressive style, those who have a strong grasp of maximalism, mash- ups and subcultural influences are most successful." (WGSN, Vintage Boom: Archival Fashion & the Resale Market, March 2018) The theme encompasses a less-is-more focus on adornment, concentrating instead on the silhouette in fashion and design elements.
Details
AUFTRAGSART
Direktauftrag
AUFTRAGGEBER
Swarovski - Wattens - Tirol
LEISTUNGSPHASE
Konzeptentwurf
ORT
Weltweit
JAHR
2018
TEAM
architekturmeisterei wibmer zt gmbh
in the headroom
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