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Terminology, Theory, TRENDS

Move On

The ‘Move On’ process is not really a complicated one, but it’s a cycle that continuously overlaps and of course there are many trends at many different stages at once.

The process starts out with an innovation by a designer or a initial trend theme. Whilst they are concentrating on their main catwalk show theme, they find something interesting that they want to include. That idea might be a garment shape, a detail, fabric, motif or an actual concept. That season, this element is included and the designer becomes the innovator.

So let’s say that florals are to be the next big thing. At this point the innovative designer will take their overall theme, let’s say for this example it’s based around lumberjack checks and denim and incorporate florals in some way, maybe as an embroidery, over print or a fabric.

So after it has been included, it manipulates that overall trend aesthetic and if this new twist is liked and picked up by a blogger or fashion magazine, or even the public, then it becomes big news. The designer has created a ‘Move On’ for the Lumberjack theme.

[For the lumberjack theme itself, the incorporation of florals would put it at the last stage between Fade and Innovation]

The next season, many designers will then adopt this new element, in this example florals, taking it further and making the theme of florals into their main trend theme or Main Stream.  Of course this might be mixed with another theme, for this example lets say Japan, in which case the florals would be specific colours and motifs, but rather than it just being a small part of the collection, you then find it becomes the collection.


In the third season, and this can sometimes be fourth or even fifth, the idea of florals then goes back to being a smaller element of the collection. Again, becoming a detail mixed with more and more external influences. These external influences can be their own trend in an Innovation or Main Stream stage. So for our florals, this has moved into the Fade stage and a second Move On,

[For the Japan theme itself,  it might be at the Innovation stage at this point]

At the point where florals are then so diluted that they are only being included by a couple of designers, or so abstract that the general trend is almost nonexistent, this is usually where another innovation happens again and the idea of florals will become a completely different trend. This can be argued to be a ‘Move On’ for florals, but if the trend is virtually gone, the concentration and focus is on the new trend not the old one,

A couple of important points to note is that trends will overlap and emerge all of the time. They are consistantly evolving.  A ‘Move On’ itself is simply taking an idea and literally moving it on by manipulating it in some way,  adding, mixing or taking away something.

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  1. Pingback: Spotting a ‘Move On’ Skills | trend prediction - May 2, 2013

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