The inaugural issue of ms&l Canada's 'Spot' provides insights into lifestyle trends, focusing on the shifting values and consumer behavior following the global economic meltdown. Key highlights include the splashy blue declared as the hue of 2010 and the growing relevance of social media, especially Twitter, in shaping brand communications. Additionally, the document covers fashion trends for fall 2010 and emphasizes the influence of individuality and Canadian style in modern aesthetics.

1. At MS&L, we’re tracking trends to make your business better.
Spring 2010. Issue One
CANADA

2. trend spotting
On the Cover:
TURQUOISE
Regal, dreamy, fresh, escapist, healing:
w elcome to the inaugural issue of spot,
MS&L Canada’s lifestyle trends tracker.
Our mission: to provide you with an overview of
the people, places, thoughts and things that define
the spirit of today. The objective? To keep you ahead
Global colour authority Pantone recently
of the curve and help you map out the best strategies
declared this splashy blue the hue of 2010. for your business. And because the changes that
We love how it brightens up a wardrobe continue to define our society need to be analyzed
and a room; how with one bold beauty and understood in order for brands to thrive in a
transformed marketplace. The reordering of values that
brushstroke, it makes eyes pop; and
RUNWAY AND CELEBRITY IMAGES: ANTHEA SIMMS PHOTOGRAPHY; PRODUCT PHOTOGRAPHY: THINkSTOCk.
consumers are undertaking as a result of the global
how on the written or virtual page, economic meltdown is expected to define purchasing
it jumps out, demanding priorities for a generation. What was once described
to be noticed. as status is different today than it was a decade
ago. And not only has the brand landscape been
transformed, but the past 18 months have seen drastic
change in our communications landscape.
We’re looking at a hybrid future where old and new
media work together, shaping each other and fuelling
conversations with — and among — consumers.
Inside you’ll find trends and insights relating to
SPOT ON: (from top)
the world around us, from food and technology
Marrakesh’s richness
to fashion and design. We’ve collaborated with
inspires; ditto short-
former Globe & Mail Fashion Editor and Chatelaine
hair, as with Carey
Style Editor Deborah Fulsang, who brings her Mulligan, pictured
unique vision, flair and perspective to spot. on Vanity Fair, and
on the runway at
Did you know? The Global Language said the organization’s president, Jason Wu; and we’re
Monitor has announced that Twitter Paul JJ Payack. “Being limited to strict Enjoy! swept away by dark
fantasies à la Alice
was the Top Word of 2009 in its annual formats did wonders for the sonnet
global survey of the English language. and haiku. One wonders where this Martha McKimm in Wonderland and
Senior Vice President and the work of the late
“Twitter represents a new form of social highly impractical word-limit will lead Consumer Practice Leader, MS&L Alexander McQueen.
interaction, where all communication as the future unfolds.” Can you spot
is reduced to 140 characters,” the top word of 2010 yet?
Spot Spr ing 2010 page 3

3. fashion & beauty
3D MANIA
Burberry won techie points
for its fall 2010 runway
THE RUNWAY event which closed London
Fashion Week. Those who
hadn’t been lucky enough to
Fall 2010 at first glance: land the flight to the front
WOMENSWEAR row, watched the Prorsum
1. Plush: Fur and feathered coats or trims, collection by 3D live stream
whether collars, sleeves or hems (at Marc in New York, Paris, Tokyo,
Jacobs, right). Dubai and Los Angeles.
beauty buzz
2. Lush: Long, draping capes. Super-size scarves Today’s 3D mania will see
and funnel necks. Cables and cardigans. more 3D releases at the
local Cineplex, too, but with
Tweeds and camelhair.
Fujifilm’s new 3D camera, you
3. Femme: Ruffles and poufs are the rage, head-
Mirror, mirror on the wall, who’s the fairest can also make your own 3D
to-toe or as accents. And in details, towering
and ornate heels will be setting the trends. of fall? A healthy glow was the fall 2010 look pics and flicks right at home.
Ditto bejewelled, single-earring statements; at D&G; deep red lips at Donna Karan and
smart-girl specs; and blackened-and-beautiful DSquared2; and strong brows at Prada. It was
“I’m excited by the
metalwork purses, necklaces and cuffs. all nude lips and sexy, intense eyes at Diane
4. Gems: As in deep jewel tones such as berry- consumer’s increasing
von Furstenberg (above) and at Gucci, where willingness to embrace
reds, navies, deep purples.
MENSWEAR
Pat McGrath, Global Creative Design Director for his/her individuality
1. Slim: Lean trousers especially beneath P&G Beauty, made her mark with dark, graphic and how this translates
RUNWAY AND CELEBRITY IMAGES: ANTHEA SIMMS PHOTOGRAPHY; PRODUCT PHOTOGRAPHY: THINkSTOCk.
double-breasted jackets, bomber-style eyes. Well-groomed elegance was her vision at to personal style. Pop
toppers and sweeping overcoats. Dolce & Gabbana where stained ruby lips were phenom Lady Gaga
2. Trim: It is sophisticated; think shearling and paved the way for the
the dramatic counterpoint to flawless skin.
fur, paired with elegant double-faced wools, masses, but there have
leathers, suedes. always been trailblazers
3. Rich: Whether at groovy Seventies-inspired who have drawn
Gucci (right) or at super-refined Zegna, inspiration from street
the palette was First Class all the way: camel,
navy, brown, wine-red, cognac-coloured.
spotted style as seen recently
through the lens of
4. Kitsch: You’ll be seeing Prada’s influence Canadian fashion blogger
and photographer,
on the street when you spy shots of lemon- Cool Canadiana
yellow and watermelon mixed with a man’s All style eyes are now firmly on our fair
Tommy Ton.”
denim, grey flannel and black. land, thanks to the perfect aesthetic – Nadia Beale
storm that was the Vancouver Winter Vice President, Consumer
Olympics. Designer-chic interpretations
of the Hudson Bay blanket coats,
modern Cowichan-inspired cardis
and of course those kitschy-cool Blogs to check out
purple reign red mittens: Combine them with the
Canadian-by-way-of Milan costumes of
Dean and Dan Caten of celebrity label
1. jakandjil.com
2. imabeautygeek.com
3. thestylehouse.com
Violet, purple orchid, lavender: Purple petals are the buzz- DSquared2, and no wonder the world is
4. thelovemagazineblog.
worthy bloom coming to fragrance counters. Next up: Watch watching. Up next: London-based Mark
Fast, knitwear designer extraordinaire, wordpress.com
for non-gender-specific spritzes to gain ground: men’s
who hails from Winnipeg. 5. thisisglamorous.com
toilettes with traditionally feminine notes and women’s
perfumes laced with classic masculine ingredients.
Spo t S p ri n g 2 0 1 0 page 5

4. Download a complimentary copy
of the entire new issue of SPOT at:
http://www.mslworldwide.com/spot-newsletter/