ImagesMagUK_Digital-Edition_January2018

www.images-magazine.com JANUARY 2018 images 29 MARKET INTELLIGENCE harnessed by brands and designers for inspiration. But why is there a resurgence in this trend? The rise of basketball has been steadily taking place in the UK; it’s now the fourth most played team sport in the country and one of the most popular with teenagers. Since Britain’s track successes in the 2012 Olympics, participation and interest in track events has also increased, with athletics figures such as Mo Farah – the 2017 BBC Sports Personality of the Year – regularly taking centre stage in sporting news. Combine the historical popularity of sportswear with the recent peak in consumer enthusiasm, and it seems only natural that athleisure style is set to continue its rise in 2018. Even the most modern interpretations of athleisure and elevated sportswear designs are embedded with the spirit of the 1990s, a decade that saw hip- hop artists wearing baseball jackets, and athletic branded socks worn with everything. This trend will embrace all the best elements from the era, including the archetypal symbols of spliced letters and numbers, and back placement prints and badges. The rise in sportswear designs means that marl knits and Aertex will also be making a big appearance in 2018. These materials are vital for creating the right look and feel for athleisure garments, and also give brands the opportunity to play with colour and printing effects. At Fashion UK we’ve been ardently creating our Harlem Globetrotters products and have loved testing all the different ways of using these materials, from slicing and font mixing to cut and sew styling. As well as marl knits and Aertex, we also expect neppy jersey effects to feature as this gives a great textured yet casual appearance. The bold colours and graphics of athleisure are set to make an impact over the next 12 months. While not everyone will include knee length sport shorts with stepped hem tees into their – or their child’s – wardrobe, this style is one that we’re sure will be lifting a key trends trophy in 2018. Girl power The 90s aren’t just apparent in the athleisure trend: girl power slogans and positive statements will be everywhere in 2018, mirroring the movement evoked by the popularity of the Spice Girls back in 1996. Although ‘girl power’ was initially promoted by the Spice Girls in the 90s, popular figures today such as Beyoncé, Katy Perry and Rihanna have helped give rise to feminism on a cultural stage, while campaigns such as Emma Watson’s HeForShe have brought equality issues further into the political limelight. Clothing has always been a means of self expression, and with so much passion and belief behind movements such as this, consumers are looking for apparel that highlights their involvement in the cause. This trend is all centred around the consumer’s desire to make a positive statement on political issues and show solidarity, and this will be reflected in apparel by bold central placements and careful choice of trending terms and slogans. The right to be individual and equal is a big part of campaigns such as these, and as part of this we’re anticipating that customised badging will be adapted to give a playful, personalised feel. It’s not just about the slogans, strong female characters are set to rise to prominence in 2018. Films such as Wonder Woman and Batgirl are just a couple of examples of the development of popular female characters within the entertainment industry, and with the rising interest in girl power there will only be more to come. Modern mariner Coastal and marine designs have often been popular during the spring/summer seasons but in 2018 they will begin to have a more multi-seasonal appeal. The popularity of blue has soared over the past two years, and the vast palette available allows marine designs to be translated into a variety of shades that are appropriate for all times of the year. Inky indigos will particularly Girl Power from George at Asda As well as marl knits and Aertex, we also expect neppy jersey effects to feature