WGSN Weekly Ten

THE WGSN

WEEKLY 10July 2nd, 2010

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WGSN Weekly TenFor Full Report: http://www.wgsn.com/members/magazine/features/mm2010jun30_092198

EXILE: CELEBRITY STYLE

Expressing their creative talent through live performances, self-produced magazines, TV shows, animation, theatrical musical productions and other projects, growing phenomenon Exile is like no other Japanese pop group. WGSN checks out some of the band's key looks.

WGSN Key Trends:• American casual: loose straight-leg denim, classic chinos and cargo pants, styled up with plaid, denim and paisley-printed shirts •Modern tailoring: black-on-black or white-on-white tonal shades and unbuttoned shirts • Clashing prints and colors: a youthful approach with mismatched layering • Urban street: baggy trousers, tight-fitted tops and functional detailing

Exile, 2009 Atsushi, 2010 Exile, Evolution album cover, 2007

WGSN Weekly TenFor Full Report: http://www.wgsn.com/members/f?u=%2Fmembers%2Fbusiness%2Dresource%2Fresearch%2Fbr2010jul02_092073

CEO INTERVIEW: MAISON MARTIN MARGIELA

Maison Martin Margiela CEO Giovanni Pungetti talks to WGSN about building a brand after the departure of its creative founder.

"We are vanguard, we are innovative, we are trendsetting, unique, magic, we never follow trends, we have always wanted to propose something new. The philosophy and the soul of the company is the same as it was in the beginning but of course we have to evolve. What's important is to stay loyal to your design philosophy and this is what we are trying to do, even while expanding the business.”

MMM Men, photographed by Ronald Stoops Maison Martin Margiela has diversified into perfume, jewelry and interiors product

WGSN Weekly TenFor Full Report: http://www.wgsn.com/members/youth-market/features/ym2010jun30_092221

GLOBAL KEY SHAPES: YOUTH STREET SHOTS

WGSN's youth team analyzes recent street-style coverage from across the globe to highlight key shapes for guys. The second in a two-part report focuses on directional silhouettes, as seen on global style leaders, which will influence coming seasons.

WGSN Key Trends:• Jackets: Air Force jacket, 90s parka, extruded-pocket biker • Tops: cowl drop-neck top, postal shirt, drop-neck vest • Bottoms: jersey jogging pants, sloppy tradesman's jean, workman's cropped jean pant

EXTRUDED POCKET BIKER JERSEY JOGGING PANTSCOWL DROP NECK TOP

WGSN Weekly TenFor Full Report: http://www.wgsn.com/members/news/features/beauty/nc2010jul02_2

MEN’S CATWALKS SPRING/SUMMER 2011: GROOMING

From mushroom-shaped bowl cuts and beehives to textured crops and fringes, we saw a variety of groomed hair looks on this season's Milan and Paris men's catwalks. But it

was the display of tattoos that really got the fashion crowd talking.

WGSN Top Five1. Mushroom cut: bowl with a long fringe2. Front roll: hair rolled into a small quiff3. Straight bangs: blunt, straight-cut fringe4. Color: semi-matt, dry texture in metallic gold and blue-grey tones5. Tattoos: logos, names and patterns on arms, hands, chest and stomach

TATTOOSSPIKYSTRAIGHT BANGSMUSHROOM TEXTURED

WGSN Weekly TenFor Full Report: http://www.wgsn.com/members/trends-info/fast-track/features/ti2010jun24_092129

RETRO PRIM KNITWEAR: VINTAGE INSPIRATION

The late 50s and early 60s have inspired fashion leaders such as Prada, Louis Vuitton and Giles to celebrate the female form through classically curvy dressing for autumn/winter 2010/11.

Vintage expert Amber Butchart highlights key vintage inspiration for this look.

WGSN Takeaways: Prim fully fashioned classics, Tailored two-piece separates, Sweater-girl fitted shaping, Graphic stitch and pattern mix, Day-to-night bead and fur trims

WGSN Weekly TenFor Full Report: http://www.wgsn.com/members/youth-market/features/ym2010jul02_092256d

IBIZA ACCESSORIES: YOUTH STREET SHOTS

The Ibiza club scene continues to attract a stylish crowd of revellers. WGSN rounds up the best of the accessories trends from parties at Ibiza super-club Space, DC10, Hed Kandi and Ibiza

Rocks, as well as the hip crowd at the Jockey Club on Las Salinas beach.

•Heavily beaded and embellished necklaces and bracelets are popular•Wooden and glass beaded bracelets were layered and worn in abundance • Chunky and oversized bangles • Precious and semi-precious stones such as rose quartz, turquoise and jasper• Burnished metal and rusted gold • Peruvian influence

WGSN Weekly TenFor Full Report: http://www.wgsn.com/members/whats-in-store/features/ws2010jun16_092050

SPANK! VM NEWS

Spank! A vintage store based in Tokyo and located in Koenji, an up-and-coming shopping area known for its unique and low-key vintage stores.

WGSN Key Themes:• TV nostalgia: My Little Pony, The Care Bears and Popples• 80s flashback: Madonna and New Kids on the Block T-shirts, rollerskates, cropped tees, patterned leggings, LA Gears and oversized pin badges • Slumber party: cotton pajamas, stuffed animals, pampering products and nostalgic fun • Little Twin Stars: soft pastel shades of pink, blue, purple and yellow

WGSN Weekly TenFor Full Report: http://www.wgsn.com/members/materials/features/mt2010jun29_092165

THE CHALK BOARD: VM EMERGING TREND

Drawing inspiration from cafe menu boards, fashion retailers are creating merchandising displays with simple and nostalgic A-boards and chalked signage. Referencing WGSN's Fair & Square trend, modest simplicity reigns, creating a stripped-back and restrained aesthetic. With merchandising budgets at a low, retailers and merchandisers are forced to opt for low-

fi techniques, which evidently don't have to lack creativity.

WGSN Takeaways:• Engage with your customer through a colloquial and playful tone of voice • Embrace low-fi creativity in times of budget restraints • Take your brand message out on to the street • Use chalk to signpost directions to hidden stores • Encourage interaction with message boards and doodle boards

Nokia, Paris WGSN's stand at Cannes Lions Albam, London

WGSN Weekly TenFor Full Report: http://www.wgsn.com/members/magazine/features/mm2010jul01_092229

ADVERTISING TRENDS: CANNES LIONS 2010

Mark Tungate looks at what the winners of this year's Cannes Lions advertising festival, WGSN’s sister organization, say about the advertising industry.

It would be hard to work out how many times the words "social" and "networking" were said at this year's Cannes Lions advertising festival. Under pressure from their clients, agencies are trying to determine whether Twitter, Facebook and their type represent the Holy Grail of adland - a one-to-one dialogue between brands and consumers. The fact that social-media campaigns are cheap, sometimes even free, adds to their appeal. But while a Twitter campaign won the coveted Titanium Award for innovation, a smart but conventional TV spot for an ancient brand - Old Spice - walked away with the top film prize.

The Man Your Man Could Smell Like, Old Spice Cannes Lions 2010

WGSN Weekly TenFor Full Report: http://www.wgsn.com/members/trends-info/fast-track/features/ti2010jul05_092135

URBAN GARDENING: INTERIORS INSPIRATION

As the world becomes more urbanized, the desire to reconnect with nature becomes an increasingly popular trend. City dwellers look for alternatives to traditional gardens and explore the possibilities of creating a garden in an urban environment. WGSN examines the solutions for gardening in a compact space and highlights innovations in planters and garden accessories.

WGSN Key Items• Compact containers • Bag-style planters • Slimline boxes • Trellis structures • Storage frames