This Fall 2011 forecast for the brand Preen predicts the upcoming styles and colors based on the brand's competitors, influences from pop culture icons like Lady Gaga, and Preen's previous collections. Key trends seen in artists like cut-outs, sequins, and decorative details will influence Preen's new looks. The forecast calls for reusing popular silhouettes from past seasons like form-fitting cut-out dresses and leatherette miniskirts, while adding new elements such as blazers, vests, shorts, and oversized knits. Colors will both reuse staples like black, grey and dark purple as well as introduce new hues including pale pink, olive green, brown, blue, and gold.

1. PREENby: justinthornton and theabregazziFALL 2011 FORECASTBY LAUREN EZZI

2. IntroductionThis Fall 2011 forecast was created as a final project for a fashion theory class. Each student was to select a brand and predict the colors and styles for the next fall collection considering the chosen brand’s competitors, influences, current zeitgeist, and cultural indicators.

3. Knowing The CompanyPreen is mainly associated with online retailers such as ShopBop and ShopStyle.The target demographic is mainly upper middle class to high class women with a unique style.The age range is from mid twenties to late thirties.Garment prices range from $800 - $1,200.Competitors: Stella McCartney & Luella Bartley.

4. Pop Cultural Indicators& ZeitgeistLady Gaga, Rihanna, and Katy Perry each have very unique, individual looks, all stemming from an underlying rock and roll influence.Currently popular styles and trends in relation to Preen: Decorative zippers, cut-outs, sequins, mesh and lace insets, and metal studs.

5. Design Method“We always use the previous collection as a base for the new one. Put a last-season dress on a mannequin, add a blouse, and there’s the new look.”Thea Bregazzi for Grove MagazineI stuck to this concept and incorporated colors and looks from previous Preen collections into my personal designs.

6. Preen: The Next LookThe next look for Preen incorporates some aspects of the traditional rock and roll style.Metal studs, fur, and metallic textilesThese trends combined with sophisticated styling flatters the Preen image.

7. Preen: Fall 2011As stated earlier, Preen’s new designs incorporate styles from previous collections with something new added on.Reusing: form fitted cut-out dresses, high waisted trousers, leatherette miniskirts, and dresses with a loose flowing silhouette. New Additions: blazers, cargo and faux fur vests, shorts, tights, and oversized knit sweaters.

8. Color Forecast“Even when the product stays the same, changing the color gives a sense of something new,” (Brannon, 147).Reusing: black, grey, and dark purple.New Additions: pale pink, olive green, brown, blue, and gold.

12. Thank You!Lauren Ezzi(973) 722-7076laurenezzi@hotmail.com