mossimo test brief
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Spring/Summer 2012/13Trend Report & Graphics Collection
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Obey
Huffer
Overall I believe the trends for menswear
will continue along similar lines as it has in
the previous few seasons and that means
it’ll be even more important to stand apart
and yet remain commercial in an ever more
crowded marketplace. The military/sports
luxe trend will remain as the foundation,
but with even more features to the apparel,
epaulettes, embellishments, fabrications,
fits + tailoring, and will eventually bleed
into a safari silhouette theme, backed up
by a neutral colour palette and lightweight
fabrics. Light Leather/PU and tech fabrics.
Some form of denim on denim trend will
emerge and keep getting stronger—denim
shorts with light coloured chambray shirts
and chambray patching and appliqués.
Catwalk trends are predicting a more loose,
pyjama style tailoring for pants which might
show itself in a relaxed, lightweight denim
or combat pant silhouette and a floral/
botanical theme to shirting and prints —
but I think these will be a bit too far in the
future to filter down by the time the Summer
season rolls around. Men in the 18-25 year
old channel will remain true to the tried and
tested but should start to experiment in
colours outside of the standard black, white
+ grey, if only in terms of print colour and
pop contrasts and accessories.
I started looking at the Mossimo brand,
where it was now, what it was currently
selling and the small glimpses I could find
(mainly on the Facebook page) of what was
coming up.
From what I can see Mossimo had previously
invested heavily in the collegiate trend for
vintage athletic prints in SS10/11 then moved
to a more deconstructed futurist vibe for
AW11, slogans over photographic prints
etc. Quite a departure from the previous
season. The SS11/12 collection seems to be a
continuation of those themes, this time with
American place names and a small sprinkling
of large font type tees and vintage style
typographic layouts.
To begin my research for SS12/13, I first would
have to think about what trends would
emerge between SS11/12 and AW12 and then
decide where I think it’s leading in terms of
Mossimo and the channel you’re currently
selling into. For this I looked at websites such
as ASOS Fashion Finder, GQ Style + Revolve
Clothing for fashion, the websites for Myer
and other stockists to understand your
competitors, and trending Graphic Design
sites for a more rounded perspective. I also
ran out to Politix, Smith + Caughey’s and
Paris, Texas among others to gather some in
retail information.
MossimoSpring/Summer 2012/13// Trend Research
Scotch + SodaASOS
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In terms of tee and sweat graphics, there’s a continuing trend of mono
and duotone photographic prints, halftones, with an overprinting for pop
whether to highlight an area of the design or used in the typography, the
prints will mainly consist of iconic hero shots, or panelled multi interest
images depicting lifestyle or street trends. Graphics overall will keep
getting bigger, just holding off on becoming allover prints, but staying
fairly large and in your face. Slogans are more esoteric and abstract
sometimes being illegible by the rearrangement of the letters or the print
size and geometric patterns will reemerge but in a more subtler fashion,
framing accents, images or highlights of colour. Some graphics will also
start taking on a more overtly sexual tone, sexy girls, lips, coy looks to
camera etc, But all in a halftone, monotone image or overlaid to tantalise
not show all. There’s also a trend towards paint splatter effects as this
trend starts to expand it’d be wise to reference it future graphics. Themes
such as rebellion, religion, skulls (as usual,) icons (retro logos, celebrities,
movie characters etc,) punk sensibilities and vintage typography seem to
run through all major brands, there is also a overriding and pervading
‘Americana’ vibe that’s hard to ignore, flag prints, American cities,
wrestling, TV and movies icons, red, white and blue, stars + stripes....
It’s everywhere.
Substrates won’t vary wildly from current trends, you may have to throw in
one or two lightweight fabrics and plenty of vests/singlets.
Religion
Scotch + Soda Religion Howe
Raw Power
Insight
Supreme Being
Freshjive
Beta Unit
Topman
Joyrich
Paper Root
TeeGraphics// Trend Research
The three themes I’ve decided to focus on are:
Hazy Summer States //Playing on the brand’s roots, an exploration of the dream of the long American summer, a heat haze of days turning to evenings, beach gatherings with
friends, slow sunsets, wrapped in blankets as time seems to lap along with the ebb and flow of the sea. Like looking through a kaleidoscope of memory,
geometric snippets of half remembered dreamy nostalgia and soft summer afternoons. Bleached out reds, yellows and purples bled in photographic
images play on the current trend for retro photography linked with nostalgic references to the emerging Americana theme. Inspired by Jasper Johns, lazy
daze, that half-remembered summer, reminiscences of the cute girls and the days that never seem to end. American collegiate grows up.
keywords // Americana • sun bleached • photographic halftones • endless summer • large scale graphics • geometric patterns • lazy daze • nostalgia •
Meso-AztecA micro trend that could explode, or quickly die off in the same way as it’s namesake. A Mesoamerican mash up of geometric tribal patterns and bright
coloured prints. The key is finding a way to reproduce the flavour of the tribal while remaining commercial, I think again photographic prints coupled with
bright pop tee colours could add the much needed colour boost to this season.
keywords // tribal • bright colours • interlocking patterns • old gods • body paint • symbolic icons
Rebel Without a Pause //It’s all chaos + light, rock + religion, skulls + Slayer, tear it down and make it again the way you want it. The raw edge of punk tempered with the soul of Rock
and all wrapped in a who dares wins type of deal. Heroes are legends, girls are tough, sultry + passion, Jackson Pollack action painting and music are the
inspiration for this theme.
keywords // black • punk sensibilities • misfits • mortality • religion • super distressed • monochrome • slash of colour • splattered • discharge prints •
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Hazy Summer States // Style #01
Tee Colour: White
Print Technique: Direct to Garment
Polly Snapp
Hazy Summer States // Style #01
Tee Colour: Yellow
Print Technique: Direct to Garment
Polly Snapp
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Tee Colour: Black
Print Technique: Halftone Screenprinting,
simulated 4 colour
process
LiveForever
Hazy Summer States // Style #02
Tee Colour: White
Print Technique: Halftone Screenprinting,
simulated 4 colour
process
LiveForever
Hazy Summer States // Style #02
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Hazy Summer States // Style #03
Tee Colour: Eggshell
Print Technique: Direct to Garment
DazeAway
Hazy Summer States // Style #03
Tee Colour: Oyster
Print Technique: Direct to Garment
DazeAway
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Rebel Without a Pause // Style #01
Tee Colour: Distressed Oyster
Print Technique: Direct to Garment
SnakeCharmer
Rebel Without a Pause // Style #01
Tee Colour: Distressed Black
Print Technique: Discharge Print
SnakeCharmer
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Rebel Without a Pause // Style #02
Tee Colour: Black
Print Technique: Halftone Screenprinting,
2 Colour
CrackleSlash
Rebel Without a Pause // Style #02
Tee Colour: White
Print Technique: Halftone Screenprinting,
2 Colour
CrackleSlash
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Rebel Without a Pause // Style #03
Tee Colour: White
Print Technique: Halftone Screenprinting,
Reverse Discharge
1 Colour
LunarStrike
Rebel Without a Pause // Style #03
Tee Colour: Navy
Print Technique: Halftone Screenprinting,
Reverse Discharge
1 Colour
LunarStrike
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Meso Aztec // Style #01
Tee Colour: Yellow
Print Technique: 3 Colour Screenprint
StoneBreaker
Meso Aztec // Style #01
Tee Colour: Electric Blue
Print Technique: Reverse Discharge
1 Colour Screenprint
StoneBreaker
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This was a really interesting project and I think I may have done far more work than I should
have done, but once I got into it I found it hard to stop! I had plenty of other graphics ideas
and I intended to show them but sadly ran out of time. I tried to think carefully about the print
application, trying to balance traditional screen printing with newer technologies. In theory
the prints could all, with a little tweaking, be produced via traditional screen printing methods,
mainly though either simulated 4 colour process or by colour reduction and halftoning.
Mossimo Test BriefConclusion
Full Collection
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All Themes // Variations All Themes // Variations
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Research + designs completed for Mossimo by Benjamin Thornley Monday, 5th September 2011
All original designs © 2011 Benjamin Thornley All other work © their respective owners
Benjamin Thornley ben@wearecommon.co.nz // +64 (0) 21 0694 795
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