99% Invisible: The Trend Forecast

May 4, 2018

Who decides that the color this season is “mint green” or that denim jackets are “back?” Of course, there’s top-down fashion, where couture houses and runway shows set a trend that trickles down through the rest of the industry.  Then there’s bottom-up ...

 where street photographers hunt down grassroots ways that people are wearing clothes, which then comes to influence popular fashion. But these two methods are for the relatively cutting-edge. For the mass market,  for retailers, designers, and marketers working in major clothing chains, there’s a middle path to determine what’s “in.” And often times, it is through a  company called WGSN [...]