In the autumn and winter of 2019, Shanghai Fashion Week, with the theme of “ reviewingâ€, while constantly expressing its individuality, constantly examines, looks back and asks the heart, and passes on the inner real power. Reconsideration encourages centripetality, returns to nature and original intentions, and explores the ideas and resonance behind design works. A new generation of designers try to break through the inherent aesthetic pattern, break away from the definition of the best and the same, and lead the future with a creative mindset. At the same time, review the deliberation and actively explore the perspective of more things, providing upgrades and breakthroughs for the transformation of design and business development.
| Special thanks |
PepsiCo Greater China Region / WGSN
Thanks to the above two, we plan, creative and complete the main vision of Shanghai Fashion Week in 2019.
visual design
Q: Shanghai Fashion Week SHFW
A: Giantma Vella, Senior Design Director, AMENA, PepsiCo (China) Co., Ltd.
Q1: The theme of Shanghai Fashion Week in the autumn and winter of 2018 is the theme of “Reviewâ€. How to understand this topic? What elements have been used in the design to interpret and eventually refine into the main vision of the season?
A: We found that the current social age of the Internet will construct a so-called "perfect life", which often isolates the true expression of young people. But at the same time, this is also an era of creative opportunities: as long as you dare to break the established framework, the social era will open a window that can express your personality and stimulate the genes of love that are hidden in your heart. Therefore, we hope to interpret “recognition†as encouraging the younger generation to release extraordinary creativity and exploration spirit, and express the true self with a new perspective.
In creating the main vision of the season, we borrowed and used ancient hieroglyphics to create a more innovative brand experience. Challenge the intrinsic aesthetic paradigm and boldly try what you think. This is also an interpretation of the brand concept of “Dare to Black†that PepsiCo has been advocating for sugar-free. We have been breaking the traditional boundaries of contemporary pop culture and lifestyle and encouraging young people. Explore yourself from a new perspective and develop a more free and fearless attitude towards life.
Q2: What are the combinations and design considerations in terms of color, graphic elements, arrangement, ideas, etc. with current trends?
A: We put the can body into the collage style, adorned with delicate brushstroke lines, and sketched the details with a sewing thread pattern, which is transformed into a knit feeling element by point, line and surface. We draw inspiration from the most unexpected places, and also pay tribute to the breakthrough creative achievements in human history, which is based on the theme of fashion week clothing, echoing this theme.
Q3: This season's Shanghai Fashion Week's Pepsi-Cola limited-pot can also be extended according to the concept of the main vision, to introduce the design considerations of cans.
A: 2019 Autumn and Winter Shanghai Fashion Week Pepsi-Cola Sugar-Free Limited Pot is the re-crossing of Pepsi and Shanghai Fashion Week, and it is also the extension of the main visual design concept of this fashion week.
In addition to highlighting the "black" gene of Pepsi's sugar-free logo, the bold and innovative design elements and creative ideas also convey the pioneering spirit of the product "Dare to be black."
Q4: Where can we get these limited cans?
A: Pepsi-Cola sugar-free cans are available free of charge at the Shanghai Fashion Week event from March 27th to April 3rd. At the same time, you can also purchase Pepsi-Cola sugar-free products at the Tmall Pepsi flagship store to win limited-edition cans (refer to the e-commerce platform rules for specific methods)
Trend topic
Q: Shanghai Fashion Week SHFW
A: WGSN Trend Director Zheng Mianmian
Q1: How does WGSN, as a global trend forecasting agency, define and provide the concept of “reviewing†the trend theme?
A: Emphasize the re-examination of “self†and “othersâ€, see the inner truth, and face it bravely.
More and more people are beginning to say no to the "perfect life" on the social media. They choose to face the shortcomings of reality and accept it.
In fact, "beauty" has never been the same. A new generation of artists and designers have begun to try to break through the inherent aesthetic pattern. "Beauty" will be more boundless, regardless of gender, race, age, size and ability. The creative mindset will dominate the future, and self-expression and creativity will become more and more important skills, which will be the transformation tool in design and business development.
Patternity
Q2: What are the current hotspots/hot topics under the big theme of “Respond�
A: We are standing at the entrance of the next decade, and we are close at 2020. Throughout history, we can know that the transition period is often a period of constant change and challenge. In a more inclusive past, present and future, we re-examine and re-visit, and all styles are accepted and praised.
Filip Hodas
Opinion Leaders: As human lifespan grows longer, the concept of age will no longer be defined by the year of birth, but by social communities, lifestyles and beliefs. Opinion leaders will play an increasingly important role.
Modern immigration: The trend of globalization is unstoppable. As the population continues to migrate, maps will continue to be redrawn, and a large number of cultural couples are emerging, and they can seamlessly switch between cultures.
Hi Art
Global warming preheating: The concept of environmental protection will penetrate into every aspect of the individual, the workplace and life. People are more willing to buy products that are beneficial to the global environment, rather than consumable products. The focus of consumption will shift from quantitative to qualitative.
Concerning the feeling: Emotion is the internal processor of human beings, but digitalization is consuming the feelings. From 2019 to 2020, radical self-expression will counter this phenomenon. Feeling the experience (a unique way of personally perceiving experience) is as important as quantifying information. Data driving is not a bad thing, it just doesn't mean it.
Chen Rong
Q3: How do you develop progressive fashion and creative fields? Which trend elements are backtracked and reinterpreted?
A: This is a very open and inclusive field. We listen to and respond to voices from all sides. Now we can see more and more brands making changes, and Fashion Week is also making changes. I remember that Shanghai Fashion Week last year and environmental protection packaging with SF, WGSN also launched a special focus on environmental protection. .
Amit Aggarwal
In fact, we can often see some elements that have been popular before and start to make a comeback, which is what everyone often calls "regaining tide." After the analysis, you can find that every time there will be new innovations with the brand of the moment. In the new season, designers will continue the classic and transform the tradition, street fashion, elegant tannins, unrestrained down jackets, suits with sports elements, chessboards with more casual elements, etc. will be important trends. .
River Renjie Wang
Q4: What is the concept of “recognition†in the field of lifestyle?
A: We celebrate personality, self-expression and creativity. New nostalgia has had an impact on all aspects of lifestyle, inspired by multiple eras, styles and emerging design movements.
Imagine the use of takeaway food in the porcelain on the tall, this mix and match method creates a unique combination that encourages people of different tastes and lifestyles to find their own happiness; flexible work becomes the choice of more and more people, sharing workplaces from Simply put two desks into a creative collaboration; people expect to feel more, so they are keen to experience the multiple interactions created by the design, and are willing to participate in various workshops; the creative spirit spreads to the home life, such as at home Open up the DIY creative corner.
Highsnobiety
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