Publié le
23 août 2011
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Trend Bible : Hate To Say We Told You So... Voyager

Publié le
23 août 2011

In the last of our series of Spring Summer 2011 trend evidence reports, is our Voyager story, published in our trend books back in August 2009. This trend went down a storm with our clients as it struck just the right balance between familiarity and nostalgia and commercial excitement.

“It’s well documented that social change affects consumer mood and dictates the type of products and experiences we’re drawn to,” explains Trend Bible founder Joanna Feeley. “Over the past three years we’ve seen a growing focus on nostalgic references in trends, evident in a resurgence of traditional pastimes like visiting farmers markets, joining knitting clubs and the increased attendance at craft fairs. It’s no surprise that when consumers feel insecure about the future, they choose to surround themselves with happy memories and objects that remind them of better times.”

This social mood was very much the inspiration for our Voyager trend for Spring/Summer 2011. The golden age of travel and 1930s glamour (as depicted in Scott F Fitzgerald’s The Great Gatsby and the novels of Ian Flemming) became a key source of inspiration for this story, with the Trend Bible team visiting the British Transport Museum to hunt out print and woven design ideas used in vintage trains and buses.

Image above from Spring Summer 2011 trend forecast, Voyager, published in August 2009.

“Many of our clients have had real commercial success with a type of British nostalgia-whether it is Union Jack cushions or vintage Queen Elizabeth photographic style prints,” continues Joanna. “But really the question they are all asking is how they can keep this look fresh and move it forward, since British nostalgia as a trend concept continuing to be important through 2011 and into 2012 with the Queen’s Diamond Jubilee and London Olympics still to come next summer.”

You can also check out our interpretation of this trend on the Buy&Beyond website, where we update the trends we featured at Top Drawer London on a monthly basis.

Our trend researcher Victoria Buchanan hit the stores in London this summer to bring you this report on how the highstreet retailers have translated this look.

Postage stamps, airmail envelopes and traditional forms of communication (see below typwriters) were a big part of this trend for Spring/Sumer 2011. The obligatory Union Jack flag and collaged vintage photography also featured for textile prints and giftwrap.

Image above: giftwrap by Paperchase

Steamer trunks and stacked vintage suitcases have been seen as styling props in store windows, and as quirky storage solutions (we like Kelly Hoppen’s super slick version for Barker and Stonehouse). Classic wool plaids and tweed checks were also seen on the highstreet, as cushions and blanket throws. Navy blue, burgundy, tan and steely grey gave this look a nostalgic feel.

Images above; cushion by Debenhams; inset; plaid cushion by Designers Guild

Images above; Suitcases at a Paris Flea Market; Suitcase display at Topshop

Typewriters and old-fashioned telephones were seen as print icons on cushions, below, while more classically British icons like London Routemaster buses, black cabs and architectural icons like Big Ben added a quirky edge.

Images above; cushion by John Lewis; cushion by Debenhams; cushion by Debenhams

Images above; cushion by John Lewis; cushion by Laura Ashley

It’s still here! The Union Jack flag was still big, seen below in it’s many guises, from patchworked and pieced felt and printed cotton, to embellished and embroidered versions – this look was updated in non-traditional colours like tonal duck egg blues or pastel shades.

Images above; cushions by Laura Ashley; cushions by BHS; cushions by BHS

Images above; Dining by BHS

Images above; Kitchen accessories by Debenhams; BHS

Cute cushions embellished with appliqued garden birds, typographical messages and words, and vintage buttons and badges adorn cushions, below.

Images above; all cushions by BHS

London street scenes, maps, red telephone boxes and postboxes all featured on printed textiles this summer. We love the use of luggage tags, postcards and postage stamps to give this trend a vintage vibe.

Images above; all cushions by Fenwick

Images above; all cushions by Fenwick

Images above; Gift wrap by Paperchase; Gift wrap by John Lewis

One of our key inspirations for Voyager was the concept of the journey, we forecast vintage cameras and travel related imagery would be big news this summer- and guess what- it is! Watch out for busses, cabs, bicycles, trains and cars as print inspiration.

Images above; Gift wrap by Paperchase; Giftwrap by Paperchase

Images above; Gift bags by John Lewis

Images above; Trays by Paperchase

Images above; Photo frames by BHS and Debenhams

Images above; Mug by Debenhams; Mug by Wilkinson’s.

Courtesy of Trend Bible.

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