MODERN MOROCCO S/S 13

CONTENTS PAGE

Page 3:Introduction Page 4: Trend map Page 5: Colour palette Page 6-7: Mood & theme Page 8-9: Inspiration Page 10: Crafts Page 11-12: Interiors Page 13-14: Prints Page 15-16: Textiles Page 17: Market research Page 18: Artist inspiration Page 19: Editorials Page 20-22 Designer influences Page 23: Street style Page 24: Accessories Page 25-26: 1930’s influence Page 27-28 Capsule collection Page 29: A/W collection Page 30: Trend adaptation Page 31: Case study Page 32: Bibliography Page 33: Appendices

My S/S 13 trend will combine two diverse elements, the first one being Morocco as a region of interest due to sporting events and festivals being held in the popular destination in 2013. The trend will have a huge Moroccan influence focusing on their geometric, mosaic and symmetrical prints. I will be researching the renowned souks of Morocco to influence the accessories for my trend, my vision involves lots of embellished, brightly coloured clutch bags and ornate silver and gold jewellery. I will be looking closely at past designer and high street collections and particular prints and colour palettes which have inspired me for this trend. The controversial element of this will be the silhouettes, I will be using 1930’s as a huge influence looking at sportswear in this era. The Great Gatsby is the epitome of the 1920’s/30’s and with a new film release for this in 2013, I feel that my idea is relevant and there is a gap in the industry for it, therefore my trend will emphasise these two contrasting ideas. The end result will involve boxy shapes, tunic style dresses, bomber jackets and an all round sporting influence, the twist of the trend will be the eccentric prints, textures, embellishments and colours which will give the trend a Moroccan luxury and modern feel. TREND: MODERN MOROCCO SS/13

INTRODUCTION S/S 13

Morocco in line to host Fifa Club World Cup 2013/2014

Marrakech International Marathon 2013

Mawazine Festival

Desert Music Festival

Marrakech Popular Arts Festival

1930’s influence- The Great Gatsby film release 2013

Modern Morocco-Trend Map

S/S 13

Heritage

Travel

Art

Luxury

Modern Morocco- Colour Palette

S/S 13

Subtle tones…

Modern twist…

Minimalism…

Modern Morocco- Mood & Theme S/S 13

Embellishment…

Prints…

Colour…

Texture…

Modern Morocco- Mood & Theme

S/S 13

Jewel tones…

Mosaics…

Fabrics…

Design…

Art…

Architecture…

S/S 13

Modern Morocco- Inspiration

S/S 13

Modern Morocco- Inspiration

Interiors…

Souks…

Moroccan serenity…

Travel…

S/S 13

Handmade crafts…

Art & Interiors…

Moroccan Traditions…

Modern Morocco- Crafts

Ceramics…

Modern Morocco- Interiors

S/S 13

Nature inspired…

Mix of prints…

Global style…

Ornate furnishings…

Rich textures…

Geometric designs…

Modern & ethnic mix…

Modern Morocco- Interiors

S/S 13

S/S 13

Moroccan furniture…

Metallics…

Symmetrical Prints…

Modern Morocco- Prints

S/S 13

Printed fabrics…

Eccentric wallpapers…

Modern Morocco- Prints

Bold colours…

Modern Morocco-Textiles S/S 13

Heavy embellishment…

Earthy materials…

Subtle prints…

Gold accents…

Modern Morocco- Textile research

S/S 13

John Lewis textiles…

Moroccan prints…

1930’s vintage…

Modern Morocco- Market research

S/S 13

John Lewis…

V&A museum…

M&S…

Portobello Road…

Modern Morocco-Artist inspiration

S/S 13

“The artistic inspiration behind my work stems from my fascination with geometric shapes, pattern and colour. ”

Zarah Hussain is from Pakistan and is a renowned artist. She paints simple yet elaborate works of art using modest geometric shapes to form complex designs and patterns. Her work is very representative of Morocco with its bright, bold colours and geometric and mosaic prints. Her work has inspired me for my Modern Morocco S/S 13 trend. Her art work is a large reflection on mosaic prints something which I want my trend to portray. It is quite bold and decorative and as my trend is a more modern take on these prints and Morocco as a region I hope to create something more subtle still in keeping with these shapes.

Modern Morocco- Editorials

S/S 13

Clashing Prints…

…

Bold colour…

Interiors…

Modern Morocco- Designer influences

Boxy, clean lines…

Sportswear shapes…

Moroccan prints…

DVF…

S/S 13

Modern Morocco- Designer influences

S/S 13

Tailoring…

Graphic prints…

Simple shapes…

Modern Morocco- Designer influences

S/S 13

The French fashion label Carven has really inspired me during the process of building my ‘Modern Morocco’ SS/13 trend. I really like the use of graphic prints, cut out detailing, tailored separate s and the structural elements. My trend will take inspiration from Carven’s SS/12 collection but add a more Moroccan twist too it which will be incorporated with the use of my Moroccan colour palette and print inspiration. I particularly like how the collection is bright and bold but still has a classic , simple look and can be mixed and matched.

Modern Morocco- Street Style

S/S 13

Chunky jewellery…

Decorative…

Luxurious fabrics…

Modern Morocco- Accessories

S/S 13

Pops of colour…

Ornate jewellery…

Traditions…

.

Modern Morocco- 1930’s influence

S/S 13

1930’s sportswear…

Minimal…

Sportswear infused…

Architectural…

Modern Morocco- 1930’s influence

S/S 13

Following the popularity of ‘the sporting life’ of the 1920’s, the 1930’s also continued to emphasise the necessity for sportswear. Clothing for active women was a requirement, and the popularity of separates addressed this need. Instead of simple one-piece frocks, women in the 1930’s were faced with choices: separate tops and bottoms, which ranged from shorts to trousers to skirts, two-piece suits, and the concept of mix-and-matching. This decadent desert inspired trend will embody 1930’s sportswear shapes but also take inspiration from the luxurious silks, satins are art deco influence which were all renowned in this era. Metallic details were huge in the 1930’s such as silver shoes or beading and will be a leading influence in the creation of my innovative trend of Modern Morocco SS/13.

Modern Morocco- Capsule Collection

S/S 13

Trousers- Tailored trousers and shorts will be a big emphasis In my trend. The sleek tailored shapes mixed with subtle Moroccan prints will create a modern and versatile look.

Tops- My capsule collection will include a lot of tailored shirts, embellished collars, plain jumpers with geometric detailing and printed vests and t-shirts for the S/S 13 season.

Modern Morocco- Capsule Collection

S/S 13

Skirts and Dresses- 1930’s will be a big influence in the silhouettes for the skirts and dresses in my collection. The sleek silhouettes will be combined with delicate Moroccan prints. Stella McCartney's sportswear shapes are a large influence and will be adapted to suit my trend.

Jackets- The jackets in my collection will be classic and tailored in keeping with the 1930’s. I will combine tailoring with refined embellishments, prints and metallics to embody my Moroccan trend.

Modern Morocco- Capsule Collection

A/W 13

A/W 13 Modern Morocco- My collection can easily be adapted for the A/W 13 season. Moroccan and geometric prints in deeper colours will be a must for this season combined with heavy embellished details and metallics.

Modern Morocco- Trend adaptation

Modern Morocco S/S 13 will really suit the High street brand ZARA. Moroccan prints can be quite eccentric and may be overstated in designer collections but my modern take on it means that the prints and colours are more subtle and will really adapt to the High street. ZARA tends to use a lot of classic boxy shapes so I feel the 1930’s sportswear silhouettes which embody my trend will really fit in with their classic styles. ZARA is very print orientated, their prints tend to be quite cultural but in a understated way to reflect their classic brand and to attract their target consumers. My trend is all about statement pieces which you can mix and match and I feel ZARA are the best shop on the High street who achieve this.

Modern Morocco- Case study

Mudpie is one of the world’s leading trend forecasting companies and is renowned for its trend intelligence and design consultancy . Founded in 1992 by Fiona Jenvey, they offer online and printed trend information, creative resources and consultancy services. Mudpie focuses on trends and design, they have a solid foundation of trend research and it is delivered in a clear and commercial way through their online trend resource, MPDclick as well as a range of Trend books covering Female, Male, Kids and Sport as well as Print and Graphics. Trend forecasting services are very reliable for designers and high street brands as they offer services which give inspiration for ‘on-trend’ garments, colours and graphics within the shortest possible time frame.

Modern Morocco- Bibliography

• www.hemlinequarterly.wordpress.com

• www.inspirebohemia.com/2011/03/incredible-furniture-and-decor-graham.html

• www.happinessisapinkfoodog.com

• www.msfabulous.com/2012/10/toronto-fashion-week-lucian-matis.html

• www.pinterest.com/dcicak725/moroccan-themed-bedroom/

• www.myfashdiary.com/2011/myfashdiary-covers-carven-ss12/

• www.tiffanyleighinteriordesign.blogspot.co.uk/

• www.bohemiadesign.co.uk/moroccan-location-nomadic-style-a681

• www.hautefashionafrica.com/blog/page/54/

• www.outandaboutafrica.blogspot.co.uk/2011/04/african-editorial-shot.html

• www.etcfashionblog.com/diane-von-furstenberg-colorful-dress-exhibition-at-nyfw.html

• www.thestellarboutique.com/blog/page/5/

• www.matchesfashion.com

• www.pinterest.com/isabelbernardo/moroccan-decor/

• www.pinterest.com/salichameleon/interiors-moroccan-style/

• www.pinterest.com/indiapiedaterre/decor-mixing-print-pattern/

• www.pinterest.com/deardesigner/moroccan-style/

• www.trendbible.com

• www.wallpaper.com/fashion/resort-2013-collections-round-up/5902

• www.larawaghorn.tumblr.com/

Modern Morocco- Designer influences The first two images are from Diane von Furstenberg's S/S 13 collection which I feel have a huge Moroccan influence by the use of the symmetrical prints and bright colours. These are the types of prints I would like to incorporate into my trend. The designer was influenced by India and Morocco after being inspired by their unique cultures whilst visiting there. The last two images are the types of silhouettes which I feel embody my trend, sportswear shapes are quite boxy and clean which contrasts against Moroccan prints being eccentric and decorative. The simple shapes will allow the Moroccan accents to stand out.

Modern Morocco- Accessories The accessories to embody my trend will include chunky, brightly coloured embellished jewellery and clutch bags. I will be researching traditional Moroccan jewellery and bags looking in particularly at the souks of Morocco which will reveal the ornate detailing which I will use and reflect in my accessories collection. The idea of the accessories is to allow the consumer to mix plain simple pieces with bold Moroccan jewellery to show the trend in a more classic way or it also allows them to maximise the trend by mixing brightly printed pieces of clothing with overstated fashion jewellery.

Modern Morocco-Appendices