Why the cart is always full
India, May 18 -- F
ashion trend forecasting is difficult enough when the customer is eager to toe the line. Conformity, for centuries, was the industry's ally.
By the 1960s, this was all changing.
The Swinging Sixties birthed a new generation of forecasters who knew they couldn't rely on lookbooks from Paris alone, because vast swathes of young people, whether in London or New York, seemed determined not to follow trends but defy them.
How does one make any predictions in a world like this? It turns out, rebellion can take predictable shapes too.
Pioneering forecasters Leigh Rudd (an entrepreneur) and David Wolfe (a fashion illustrator) scoured not just shops and fashion events in London but streets, clubs and resorts as well, gathering dat...
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