The Fashion Market Report - Nitya Arya

8/12/2019 The Fashion Market Report - Nitya Arya

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the foundations of Cos

timeless modern tactile functionalFounded in 2007 by Hennes & Mauritzcreatives, COS, Collection of Style adheres toan ambitious philosophy of timelessness anddesirable design crafted by simple ideas, formen and women, at an attainable price. TheSwedish label conveys fashion sensibility -meticulous focus and attention to garmentdetail through a style inspired principally bysynergies of art, graphics design, archicteture

whilst embracing the merge of conventional processes with modern production techniquesand innovative fabrics. Initiating as a runway show at the RoyalAcademy in 2007, and transitioning into aclean minimalistic mid-century Scandanaviandesign flagship space at 222 Regent Street,COS has significantly reinvented ready towear classics to adapt and coordinate in themodern and interesting lifestyle in fifty spacesacross Europe, Asia and the Middle East. Adirectional, sleek and avant-garde vision.

Welcome to COS


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the Cos aesthetic

Under the creative direction of Karin Gustafsson andMartin Andersson, Cos continues to uphold and rhymethe high quality, high design quality and affordable

price concept, breathing new life into functional style;revisiting the minimalist undertones reworked incontemporary designs which look and feel refreshed.Quality acquired a cult, manifesting the characteristicin all aspects of Cos; in the design of the apparel, theretail spaces and the web design. Cos shareseverything that inspires them. These are the core Cos

aesthetics. ( See appendix 1.1 for further brandinsight).

we have a very strong identity,whenever we design something we

consider the COS aesthetic martin andersson

brand essence High quality design at an affordable price

brand values Appreciate timelessness that lives beyond the season

Lifestyle aestheticA modern concept inspired by art and design

Consistent aspirational purity in approach to designInnovative adaptation of fabrication

Fashionable essentials, reinvented classics

brand personality

MinimalFunctionalist

ClassicConceptual

ContemporaryArtistic

FuturisticIndividualistic

BalancedFresh

ReducedSophisticated

Stylish

brand in action Ground level prices

Clean architectural retail spacesIntelligent artistic and personal visual communication


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macro trend digest responsible prosperityA new more humanist approach to life accentuates responsible prosperity. Responsible prosperity defines a more conscientious consumer. Personalinteractions of honesty, transparency and integrity in consumption are prized as the present economic difficulties prompts consumers to reinforce the justification narrative of their purchase. The modern consumer has become concerned with where and how products are made alongside the provenance of thematerials utilised. It is about quality over quantity . Authenticity and thoughtful consumerism give brands provenance and authority. An attachment of addedvalues further enhances the desirability to purchase products that echo a renewed appreciation for timeless design and respon sible consumption. This seasonsforecast invites us to autonomously move away from hyper consumerism and place an importance on wellbeing and thoughtful reduction that is moresatisfying. The notion of transparency is revived and authenticated in Quietude; a micro dimension revolving around the essentials.

quietude Stripping back our thoughts to the bare bones, silencing the external chaos of the modern day and submerging ourselves in a place of contemplation pioneersus to readjust, redefine and balance our significances. A refined and functional approach in our lifestyles and in consumer goods strengthens the desire forhonesty, transparency and integrity (without unnecessary ostentation). As Quietude searches for a deeper meaning, brands are proposing a new clearconscience to connect the individual to a wholesome quality. Subsequently, creativity, innovation and empathy become important. Less becomes more. Thesoft sensibility of Quietude will encompass the unique and fresh fusion of subtle and sparse design minimalism that echoes the fragile balance of playing withnotions of art, architecture and physical space, enhancing interactions and educating the user with fully transparent design and material details. Rethinkingwill reflect the value for timelessness, retain the essentials in a modest, yet modern life and surge personal satisfaction, a concept that was misplaced in ourconsumerist climate. Quietude is the maturing chapter of Responsible Prosperity. Everything is connected.


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a visual dialogue

interiorsDriven by a calm and edited appeal, Quietude characterises a soulful and thoughtfully minimalist interior environment. Sophisticated warm hues and tonesamid a genderless palette will display an understated contrast in the light and subtly textured maple, oak and ash wood, accentuated by the conically shapednatural ample lighting. Vaporous grey walls and white ceilings will explore the magnificence and plain efficiency of greyscales whilst bright white paintedwalls in a matte finish contemplatively transforms the space, inspiring the overall repetitiveness of basic forms. Furniture design will be exposed to the bareminimum as enveloping shapes and rounded forms in upholstery appear soft, sensitive and modernistic, contrasted to the slim geometric and angular

proportions of the storing, shelving and dining bases. Furthermore, every day blends of quilted, striped and pin tucked textiles will return to the home,emphasising a comforting, casual and tailored precision. Discreet design enhances for an efficient lifestyle, idyllic for the Cos consumer.


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influencers art design musicTamar Zinns oil on wood paintings will influence and expose a sensory experience composed of simplicity, calm, surface and depth as the placing colouragainst colour composition f inely defines both Quietude and Zinns desire to provide a space for contemplation with moments of pause. Working in a similar

practice of loosely filling in, readjusting and eliminating blocks of colour will reflect the response to a subtlety intriguing range that offers a breath of fresh airand is pleasant to the senses. Design and art store FLOWmarket further completes the void of materialising our immaterial needs, focusing on thecompassionate, creative and sensitive luxuries of the next generation as the Quietude individual changes their mind-set. Equally, voicing wisdom as opposedto the usual shower of digital bombardment, Shahir Zags visual poetry will accentuate insightfulness and introspective for t he modern Cos consumer.Finishing with a playlist aestheticism, The XX have universally heavily synchronised sound complete with soulful ululations is most compelling and fresh tothe emotions and possibilities of Quietude..


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silhouetteSeemingly neat and narrow shapes will demonstrate a streamlined outline as classic Crombie overcoats; slim front pleat trousers and crisp high collar poplinshirts clarify a polished and soft masculine dimension. Tapered shift dresses, roll necks and cigarette pants in windowpane plaids will feel sleek and freshwith a tailored allure whilst fine knits add a cosy finish. Sophisticated wide shapes will channel a casual elegance as matching separates emphasisecontemporary chic alongside monochromatic styling and two tones which will continue to reference a cool aesthetic and a genderless quality. The structuredand straight shaped A line dresses with revere collar detailing and reduced lengths will become modernised beside the clean fitted long line high waisted

pencil skirt. Referencing and enriching new minimalism, the modern flavoured and perfect ready to wear influences of A.P.C, J il Sander and Carven willfurther evoke to the mid- century feminine Cos woman. A.P.Cs traditional sweet sixties consistency cycling through car coats, tartan flannels, slim su its andcable knits contrasted to Jil Sanders sharply engineered and stiff shapes will translate into a ladylike formality as Carvens clean contrasting neat trims andfunctionality supplement a charming offbeat. The design of Quietude is the evolution of Cos as a confident and sophisticated femininity for the real world.

With visible character,Quietude embraces a newsimplicity in design that is

both beautifully andfunctionally modest asnatural materials, linearconstructions and pureshapes connote honesty andinspire a fresh, yet effortlessfeel. This thoughtful and

balanced outlook furtherelevates and informs smartdesign decisions.


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Documents

The Fashion Market Report - Nitya Arya