This document discusses shared situation awareness and its importance in the design process. It involves recognizing patterns in changing situations to anticipate what may happen next. Sources that can indicate trends include films, music, subcultures, and exhibitions. The design process involves observing raw data sources, identifying patterns to form hypotheses about how situations may unfold, and testing hypotheses. Different types of trends like mainstream "Fords" or niche "Trafalgars" are discussed. Designers must look in emerging areas like London neighborhoods or China to identify early patterns and current influences. Examples like Zelda Fitzgerald's ring inspiring Kate Moss's party or androgynous styles trickling down show how influences spread across media.

1. Shared
Situation
Awareness
/ What is it?
/ Why is it important?
/ What role does it play on the design process?

2. It requires a teams ability to recognise a pattern in a fluid situation and to use this
information to anticipate what might happen next.
Example / The bob haircut / 50s-60s / A trend which lasted decades, however
with trends only lasting a couple of seasons in recent years, this continual change
is seen as fluid, therefore recognising these patterns is key.
Sources / Films / Music / Subcultures / Counter Cultures / Exhibitions / News

3. Three Step Process
1. Observe raw data / Galleries / Exhibitions / Shop Windows
Then create your own opinion on what you take in
2. Spot patterns to form a hypothesis as to how the situation may unfold
Look at shared ideologies / beliefs / faces / shapes and spot the pattern
3. Test the hypothesis
Always have more than one option to fall back on eg. film testing, does it get the
reaction intended?

4. Creating different trends (e.g. Fashion Designer)
Fords
Big trend item which is easily
accessible and quickly sold, a
crowd pleaser of the moment.
Trafalgars
When a designer has a big idea,
start the idea small one season and
builds upon it the following
season; creating a theme to build
an identity.
Bubble up
Trends starting from the street and
bubbling up the fashion hierarchy.
Example / Gwen Stefani / Brought
Harajuku trend from Japan’s
subcultures into fashion
Trickle Down
Trends trickling from couture to
economy.
Example / Junya Watanabe
creating hard to access clothing
were the concept moves slowly.

5. Where to look and why?
Finding and comparing whose current.
Example / Celine vs Versace
most current vs 20 years ago was current
China
1. Celine
2. Saint Laurent
London’s hotspots throughout time
Camden > Chelsea > Carnaby St. > Brixton > Dalston
Collect raw data > Analyse the data > Does it
suggest a trend? > Does it fit in with other elements
> Create a hypothesis based on the research!

6. Zelda Fitzgerald & Kate Moss
● Jamie Hince hunted for Zelda’s
engagement ring, however made
an exact copy.
● Kate Moss’s birthday party was
Example
The beautiful and the damned
themed by T.Scott Fitzgerald
Like Moss, Marc Jacobs’ made Daisy
perfume inspired by Daisy from The
Great Gatsby.
Harpers Bazzar picked on this theme
and created a Great Gatsby inspired
editorial using Kate Hudson.
Ralph Laurent and Gucci both used
the theme and interpreted into their
own brand essence.
Androgyny, 2011
A trickle down effected happened by
Harvey Nichols creating a uni sex
department
Kate Middleton, Wedding Dress
Why is her dress fit for a princess?
Inspired by Grace Kelly’s wedding
dress, where Edith Head who
designing Grace Kelly’s dress was a
costume designer rather than fashion
designer therefore made a princess
dress.