The Ask

Forecast fashion trends for gender neutral fashion F/W 2024. This forecast is inspired by the raunchiness of pop culture, the rebellion of the youth, radical expression with the queer community, and the reliance on over consumption, bad taste is the sign of the times. Forced into a reset in 2020, we moved to reevaluate societal norms and personal identity through avenues of self-expression. We sought communities, learned to live open-minded and authentically, revolted against hierarchies, and embraced the gauche. Writer for Time Magazine, Judy Berman, writes what we’re dealing with a full blown cultural moment. The 20-year nostalgia cycle, climate-change nihilism, information saturation, streaming era content overload, and our collective long COVID of the soul have converged in a tidal wave of tackiness.” (Berman 2022). No longer is there a criteria for good and bad taste. Instead, we have the gaudy, the ironic, and the camp.

The Process

The brainstorming process of this project began with considering the current zeitgeist and fashion trends that were emerging within the industry. My group and I decided to focus on self expression in the age of nonconformity. We delve deeper upon what it means to take the maximalist approach to style, behavior and life. Throughout the brainstorming process we conceptualized influencers such as Billy Porter, Pose, and John Waters’ films, as well as members of the queer community to highlight their trailblazing efforts in radical self-expression and standing up in the face of adversity.
In my four years as a Fashion Merchandising major in the VCU Arts program, this project was by far the most research heavy and created a way for us students to gain an extensive amount of knowledge on the topic we had chosen. The research consisted of keeping up with and tracking current fashion trends to see how they would evolve overtime. In addition to researching trends, we were also responsible for finding patterns, fabrics, and accessories that best fit our projected fashion trend.
To begin this project we were given an assignment which required us to write a professionally written business-2-business description of our theme for our Fall Winter 2024 fashion forecast. From there we were then assigned to create a color forecast which included a color palette and color stories. The next assignment consisted of creating a textile forecast with two innovative fabrics and two fabrics from Cottonworks. We were also required to do research and find three prints, patterns, trims, and details. The last assignment used to tie up the project was to come up with five streetstyle looks, five runway looks, and three key items.
Creating a comprehensive gender-neutral fashion forecast involved incorporating key elements that represent a diverse range of styles and preferences. To add final touches, it was crucial that we emphasize the need for inclusivity by selecting looks, prints, and patterns that seamlessly blend masculine and feminine aesthetics. Accessories were also carefully curated to compliment the overall look, while transcending specific stereotypes.

MORE IS MORE: SELF EXPRESSION IN THE AGE OF NONCONFORMITY

Present: Our customer is in their early to mid-twenties, coming into a disposable income as they enter the workforce. They are socially and politically conscious, comprised of activists, members, and allies to marginalized communities. They are innovators and experiencers, they’re early adopters of trends and go against the current mainstream. They shop secondhand and upcycle their own clothes to express a unique sense of style and consume sustainably. They feel less pressure to settle down than their parents’ generation, enjoying their freedom in the present.

Past: In the past, our target market kept up with fashion trends from a distance since they were younger with less access to discretionary spending. They have long been active on social media, peaking their interest in social movements from an early age. During the pandemic lockdown, our customer sought solace through creativity and experimentation with their style.

Future: In the future, our customer will prefer a fast-paced lifestyle that draws them to urban spaces as they settle into their career. Coming out of the pandemic, they have a better sense of self and understanding of their personal style.

Target Market

Color Palette and Color Stories

Color Story 1:

Color Story: 2

Textiles

Looks

Key Items

The Outcome

Amidst the intricate challenge of navigating a fashion forecast for F/W 2024, the hard work from my team and I showed perseverance and unwavering commitment to create a fashion forecast unlike no other. Despite the long hours spent working on the forecast and times of differing opinions, the relentless dedication from my group members allowed us to keep propelling forward. Hours of coming together in the school library and the endless creative brainstorming sessions allowed our work to culminate into a effortless collection that seamlessly fused gender neutral fashion and radical expression.