2. Trees
trendforcast SS11
To use the so-called “back to basic”-filosophy and to have natures’ resources in
mind today has been more and more common and popular, both in fashion and
culture in general. Ecology is something that becomes popular on the agenda,
and there is no longer a problem with spending a little bit extra to have our gro-
ceries’ localy produced and products that are environmentally friendly.
Through researches, can we know come with the conclusion that the focus will
still be on environmental awareness and to act in compliance with the nature.
Through studies and researches, we have concluded that the season SS11, will
be inspired out of trees and its various parts, and the reason is that the tree
serves a good “optimism” by the recession that h as been spread widely across
Europe.
Trees ability to grow even through the toughest materials (such as stones and
asphalt) shows an enormous strength to survive even the darkest times and the
toughest adversity.
By observing trees various colors, shapes, movements and functions, can we
both see parallels to the environment, and to fashions’ different types of catego-
ries and genres.
A tree looks different in different stages, like; in sunlight , at nighttime – during
windy weather and rain – during springtime and autumn, summer and winter.
The tree’s various parts fascinates us; the leaves with its function to deliver
oxygen to all mammals, flowers and its function to pass on seeds, the strain that
stabilizes tree and caries water and nutrients to the large crown, and finally the
roots; which includes all important topics that the tree needs to grow.
We have chosen to focus on everyday-wear for women in this issue of trend-
forecast. And through our inspiration from trees, we have collected three differ-
ent categories and personae to show our thoughts and ideas.
These thress categories are; classic, casual and avant-garde.
We have given each category a theme;
The classic woman is inspired by magnolia.
The casual woman is inspired by the chestnut tree.
And the avant-garde woman is inspired by the bark.
3. magnoliaThe Magnolia-tree is a flowering tree that derived from Asia,
North and South America, but has now spread and become a
popular garden-tree. With its oval leaves and fragrant flow-
ers (available in white, pink, purple and yellow) it fits in the
category of one of the most classic and most beautiful trees.
Through its clean and beautiful lines (both petals and leaves)
it fits perfectly to the classic woman, and our first persona.
The word magnolia comes from the French botanist Pierre
Magnol, who came from the village Montpellier. There is also,
in our opinion, something French about this classic woman ‒
perhaps because of all the French fashion-designers who has
been so incredibly important for the emergency of fashion
though-out history.
trendforcast SS11
5. trendforcast SS11
Isabella is a strong and independent
woman, who doesn t settle for less. She is
very engaged in politics, culture and fash-
ion ‒ even though her clothes are classic.
Chanel, Chloé and Jil Sanders are fashion-
favorites. Isabella loves taking a drink
(a strawberry daiquiri?) with her closest
friends, or take a trip to Paris. She loves
good food and a nice glass of wine. Her
favorites music genre are mostly house,
and she is weak for romantic movies.
Isabella
classic
magnolia
6. trendforcast SS11
Colorways
7422 EC 7418 EC 5767EC 448 EC
7422 EC 5767 EC 448 EC
7422 EC 7418 EC
7418 EC 5767EC 448 EC
Pantone
This season the classic wardrobe will
focus on loose fit and classic design.
Blazers with a hint of oversize, and
loose arms, and dresses with A-lines and
a simple elegance.
The colors will take the mind to the
magnolia, which is a perfect combina-
tion together with the classic woman.
Materials like silk and soft cotton, is
dominating the classic wardrobe. Even
some soft-leather will appeare when it
comes to outerwear like capes, blazers,
wests and jackets.
All materials are ecological and/or or-
ganic.
The pure lines from the magnolia will
be kept in mind this whole season.
7. trendforcast SS11
The chestnut-tree is a very varied tree, with flowers in the
spring, and nuts in the fall (chestnut-nut). The popularity for
chestnut has grown significant though-out history, and has
spread to more northern latitudes because of its edible nuts.
Its colors and variability fits perfectly with the casual woman
which we have chosen to inspire with the chestnut-tree.
As the fruit is hiding a beautiful rust-colored nut, it reflects
the creative and curious side of the casual-persona.
chestnut
9. trendforcast SS11
MathildeLine is a creative and independent woman,
who loves to go out for a beer with her
friends, or watch a live-concert in the
middle of the week. She shops her cloths
both online and in different stores – her
favorites are mostly second-hand or H&M-
trend.
She is always updated in the latest news
in culture-activities – like music, movies,
parties, exhibitions and fashion. She is a
positive girl, who lives in a big city – Co-
penhagen, maybe?
casualchestnut
10. trendforcast SS11
Colorways
600 EC 388 EC 1685 EC 732 EC
600 EC 388 EC 1685 EC
388 EC 1685 EC 732 EC
600 EC 388 EC
Pantone
The chestnut is a big inspirations source
when it comes to the casual-womans
wardrobe. Round necks, oversize and
loose fit is dominating the collection.
Bomber jackets, cardigans, oversize-
dresses and thin jeans will appear. The
pure lines is visible in this category as
well.
The colors is directly taken from the
chestnut, with its pure colors and vari-
ous nuances.
Materials like leather, softer and thicker
cotton, and polyester is dominating the
collection. Everything is ecological and/
or organic.
11. trendforcast SS11
When it comes to the tree, the bark is the most important part.
Though its many layers, it protects the tree against strains that
may damage the tree. You could say that the bark serves as a
sort of shield against treats that may cause the tree.
Some part of the bark is also used to make cork, and several
medications contain bark because of its important topics.
Because of the fact that the bark is the most important part,
and makes sure that the tree grows, it fits very well to our last
persona; the avant-garde. The avant-garde is a very innovative
woman, who, in many ways contributes to innovative ideas to
the community. She is also a very important factor in the fash-
ion industry, because she dares to try new approaches, and is
not afraid of challenges.
bark
13. trendforcast SS11
Kim is a very creative woman, who loves
to try new and interesting b rands. Some
of her favorites are Rei Kawakubo, Com-
me des Carcons, Rick Owens and Martin
Margiela.
She loves to watch a live-concert and
sharing a beer with a friend, or travel to
her favorite city ‒ Tokyo.
Kim is intellectual woman, who is inter-
ested in culture and politics.
ho loves
ds. Some
o, Com-
Martin
and
travel to
s inter-
Kim
bark
avantgarde
14. trendforcast SS11
Pattern
Colorways
7500 EC 7503 EC 7504 EC black 2 EC
7500 EC 7503 EC 7504 EC
7503 EC 7504 EC black 2 EC
7500 EC 7504 EC
Pantone
Thousands of layers in different nuanc-
es, oversize and shifting leanths on the
clothes is dominating the avantgarde-
womans wardrobe. Cardigans, wests,
thin oversize-knit and loose dresses will
be a part of the collection. Also chinos
and skinny jeans will appear. The unique
look of the bark is in focus.
The colors are natural, and soft. Shifting
nuances in the same style will be popu-
lar.
The materials for this collection will
be linen, cotton, polyester and in some
cases leather (mostly for outerwear and
trousers).
All materials are ecological and/or or-
ganic.
15. An optimistic ending
Well, this was it for this season - but remem-
ber; the most important thing about this sea-
son is the focus on the nature.
Organic and ecological materials, pure and
natural colors and simple design is dominat-
ing this seasons design and thought.
Do it for the nature - do it for yourself.
Thank you.
- Trendforecast SS11.
