Daesung Lee

Future Trends > A/W 18/19 > The Vision

 CONTEXT

4. Pharrell Williams x adidas Originals

HUMANATURE CHANNELS THE POWER
OF INSTINCT: GUT INSTINCT, EMOTIONAL

3. Danny North
INSTINCT, AND CREATIVE INSTINCT

2. Frdric Malle
1. LaMafia x Ruben Fuentes Fuertes
3
1
H UMANAT URE A/W 18/19

In a world increasingly driven by data, 2019 will see a

push back to trusting our intuition, as new research
re-validates the power of instinct. With the global
economy set for a slow down, the instinct for many
will be to think long-term, to develop sustainable
resources, and to look to nature and other species for
solutions. In learning to go with our guts, we will see
a new symbiosis between humans and nature.

Future Trends > A/W 18/19 > The Vision

 HIGH-LEVEL BRIEF
With a slo w in g glo bal eco n o my, smart
bran ds an d sw itch ed- o n co n su mers w ill
in vest in lo n g- term systems to su stain th e
eco n o my an d th e plan et
Research is re- validatin g th e po w er o f
in stin ct. A cco rdin g to th e Eco n o mist
In telligen ce U n it, 8 7% o f execu tives w o u ld
qu estio n data if it co n tradicts th eir gu t
feelin g
Th e gu t, so metimes called o u r seco n d brain ,
is n o w believed to h ave mo re impact o n
h ealth th an D NA , an d a gro w in g fo cu s o n
gu t h ealth w ill tran sfo rm th e w elln ess
in du stry. Th e glo bal pro bio tics mark et
H UMANAT URE A/W 18/19
alo n e is set to rise to $66bn by 20 24
Emo tio n al diversity is gro w in g. Co n su mers
w ill be lo o k in g fo r n ew feelin gs an d
sen satio n s, an d n ew w o rds to express th em
Wearable tech w ill tap in to n ew sen satio n s,
givin g co n su mers a ph ysical sen se o f
o rien tatio n an d co n n ectio n to th e earth ,
ak in to th at felt by h u man s in an cien t times
Future Trends > A/W 18/19 > The Vision
Stu dies o f fu tu re livin g scen ario s su ch as
1. Studio Tord Boontje
space travel an d life o n o th er plan ets w ill
be appro ach ed n o t ju st fro m a ph ysical
po in t o f view , bu t lo o k ed at th ro u gh th e
len s o f feelin gs an d emo tio n s
M eat, an d th e impo rtan ce o f meat in fo o d
cu ltu re, w ill be in creasin gly qu estio n ed as
aw aren ess o f su stain ability issu es an d
an imal righ ts gro w s
Fo o d w ill tak e o n n ew ly ph ysical aspects,
brin gin g a sen se o f to u ch an d textu re to
th e fo re, o fferin g n ew tactile dimen sio n s to
co n fro n t pre- prepared fo o d cu ltu re
A s scien ce pro ves th e co mplex in telligen ce
o f an imals, th e issu e o f perso n h o o d vs
an imalh o o d w ill gain pro min en ce
In an imperfect w o rld, w e w ill embrace th e
beau ty o f imperfect su rro u n din gs: su rfaces
th at h ave aged, pro du cts th at speak o f
h an dicraft, an d spaces th at are design ed to
be felt, as w ell as lived in

SPECIESISM
AS SCIENCE PROVES THE COMPLEX
INTELLIGENCE OF ANIMALS, THE ISSUE OF
PERSONHOOD VS ANIMALHOOD IS RISING
Speciesism is the belief that humans have
greater rights than non-humans (animals,
robots, aliens) a bias in favour of one's own
species, and a prejudice against members of
other species. In short, its a homo sapiens-only
club, and were all members.
In 2019, the magnifying glass against speciesism
will be sharply focused on animal rights. In
recent years, a slew of academic studies has
proven that animals aren't as ignorant as we
think. We've been measuring their intelligence
H UMANAT URE A/W 18/19
on a human level a marker that doesn't scale
with thousands of members of the animal
kingdom.
In 2016 alone, research found that pigeons can
recognise words and images, and can be taught
to read on a very basic level; dogs form
abstract
Future Trends > A/W 18/19 > The Vision
1
mental images of positive and negative human
emotional states that allow them to understand
CONSUMER
human emotions; and goats have proven to be
2. Lainey Dyer
as intelligent as dogs, and are rising as
emotional and physical service animals. Despite
1. David J Slater
the eye rolls from naysayers, goat yoga is
trending, as it reportedly grounds yogis with
nature.
The animal world will evolve, and with it, the
topic of their rights. One case is with the US
Court of Appeals. After Naruto (a monkey)
snapped a selfie of himself with photographer
David J. Slater's camera, Slater claimed
ownership of the photos. Animal rights
organisation PETA filed a lawsuit on Narutos
behalf, asking the courts to recognise Naruto as
the owner of his own images. Similarly, animal
rights lawyer Steven Wise is challenging US
2
courts to acknowledge chimpanzees (and
other creatures) as 'legal persons'. These cases
bring personhood vs animalhood to the
forefront an issue that will likely gain
importance globally.
 SLOW & The Shoe Without a Footprint paves the way to a
future where products sustain. This ordinary-
CONSUMER

SUSTAINED looking white sneaker is made from 75%

3. Tesla
gaseous waste from power plants, which is

2. NRG
converted into a polymer. It was made by NRG &
10xBeta to increase awareness of the potential

1. Ana Sachs
WITH A SLOWING GLOBAL ECONOMY,
of CO2 emissions as a viable resource.
BRANDS AND CONSUMERS WILL INVEST IN
SELF-SUSTAINING SYSTEMS Global attitudes to food are also being reshaped 1
by this growing 'sustain' mentality. Patagonia's
"It is a little-noticed fact that trade is no longer
food programme, Patagonia Provisions, has no
rising," says Binyamin Appelbaum in a recent
smaller an ambition than to "repair the [food]
New York Times op-ed. The value of US imports
chain". Championing the work of regenerative
and exports fell by more than $200bn in 2015,
growers and farmers, its products include Long
he noted, and trade negotiations are
Root Ale a new beer made with Kernza (a wild
floundering.
variety of wheatgrass whose deep roots capture
Couple this with reports that growth in FMCG is more carbon into the soil).
slowing, and it's clear that a shift in mentality
In Brazil, attention is turning to unconventional
will soon be needed. In the future, designs that
H UMANAT URE A/W 18/19

but edible plants (milkweed, samphire,

sustain the planet, and the economy, will
amaranth and many others), which offer an
differentiate global brands.
alternative source of food and flavour. Root-to- 2

Elon Musk's Tesla Gigafactory, currently being stem, or compost cooking, is also on the rise as
constructed in Nevada, is at the forefront of the consumers transform leaves, stalks and seeds
new corporate ambition. Powered by wind and into a new resource.
solar energy, the $4.5bn factory will be entirely
self-sustaining, with an economic impact of
$100bn over 20 years.

Future Trends > A/W 18/19 > The Vision


GO WITH YOUR GUT
GUT INSTINCT IS RE-PROVING ITS VALUE
ACROSS THE WORLDS OF BUSINESS,
TRADING AND HEALTH
In a world that's increasingly driven by data, the
idea of following your gut may seem archaic.
But now, new research is re-validating the power
of instinct.
A 2016 Cambridge University study of 18 hedge
fund traders found that traders with naturally
high interoception (sensitivity to "signals from
the body", aka gut feelings) experienced
greater and more enduring market success
than their peers. "A large part of a traders
success and survival seems to be linked to their
H UMANAT URE A/W 18/19
physiology, said researcher Dr Mark Gurnell.
Meanwhile, a survey from the Economist
Intelligence Unit reports that 87% of executives
say they would ignore (10%), or rethink or
recollect (77%), data if it contradicted their gut
feelings.
Future Trends > A/W 18/19 > The Vision
1
The power of the gut will also transform the
wellness industry as consumers become more
CONSUMER
aware of the gut sometimes called our
2. Plenish Cleanse
'second brain' which scientists now believe
has more impact on health than our DNA. The
microbiome has been shown to affect mental
1. Studio KBB
health, sleep quality, food allergies, and how we
cope with stress: in general, the more diverse a
person's gut bacteria, the more resilient they
tend to be.
As the research mounts, lucrative new markets
are developing. uBiome, a US-based startup that
analyses customers' microbiomes with a
programme called SmartGut, recently raised
$22m in Series B funding, bringing its total
investment to $27m.
Across food and beauty, prebiotics, probiotics
and psychobiotics (which use bacteria to alter
the mind) are shaping up to be key ingredients:
2
the global probiotics market alone is set to rise
to $66bn by 2024, according to US firm Grand
View Research.
 NEW WORDS &
NEW FEELINGS
EMOTIONAL DIVERSITY IS ON THE RISE, AS
WE LOOK FOR NEW WAYS TO FEEL, AND NEW
WORDS TO EXPRESS OUR FEELINGS
In 2019, emotional awareness will become
increasingly important across the board both
for feelings known, and those that are harder to
pin down.
In Tahitian, mehameha is the skin-tingling
awareness that something's not quite right, and
in Finnish, kaukokaipuu describes an
unshakeable longing for a place you've never
been to. These two words come from The Book
H UMANAT URE A/W 18/19
of Human Emotions, in which Tiffany Watt Smith
explores 156 emotions and the words that have
been coined to describe them. It's a tour of ways
you've felt, but have never been able to describe
a reassurance that emotion is more diverse
than any one language can describe.
Future Trends > A/W 18/19 > The Vision
Hussein Chalayan's Room Tone project explores
the idea of repressed emotions and unseen
CREAT IVE
anxieties. Using wearable tech to detect
3. Lucy McRae
emotions via biometrics, he takes the pulse of a
room and its inhabitants, and projects the data
2. Hussein Chalayan
on the wall for all to see.
Lucy McRae is examining the feelings that we
could experience in the future. In The Institute
1
1. Cyborg Nest
of Isolation, she pushes her body to its limits, to
see what impact this has on her perception. The
result is a study of future living scenarios such
as space travel, anti-gravity, and extended
isolation, through the lens of feelings and
emotions.
North Sense, the first commercial product from
tech brand Cyborg Nest, introduces an entirely
new sense to the body. The device fits
underneath the skin and enables the wearer to
2
feel the magnetic pull of the earth. It is a hi-tech
means to access primal roots, with its makers
saying that once it is fitted, "you're given back
an ancient sense of orientation, deeply rooted
in our spiritual life and history".
 PHYSICALITY
AS WE TUNE INTO THE POWER OF THE BODY,
VISCERAL EXPERIENCES WILL COME TO THE
FORE
A growing focus on instinct as a driving force
will lead to renewed interest in physical, hands-
on methods of making, moulding and
experiencing.
Meat, and the importance of meat in food
culture, will be increasingly questioned, as
awareness of animal rights and sustainability
issues builds. In its place, new alternatives will
emerge: Hanan Alkouh's project, Sea Meat,
proposes red dulse seaweed as an alternative
way to preserve the physical rituals of meat, seen
H UMANAT URE A/W 18/19
in butchers' shops and preparation methods, in a
post-meat society.
Spontaneous, instinctive making is another
area to watch. Architecture practice Assemble
makes its BBQ Tiles by firing them on an open-air
barbecue. Materials such as fruit skins and pine
needles are added to the fire as it burns, creating
a unique effect on each tile.
Future Trends > A/W 18/19 > The Vision
New food experience Contatto sets out to
remove the barrier between eater and food.
CREAT IVE
Bringing food, touch and texture closer
4. Assemble
together, the tableware-free experience sees
honey dribbling down the fingers, pasta mixing
3. Contatto
with oil by hand, and soup being sipped from
cupped palms. "Todays food culture is rather
2. LaMafia x Ruben Fuentes Fuertes
one-dimensional," says creator Giulia Soldati.
1
"We simply spoon pre-prepared
1. Hanan Alkouh
morsels into our mouths, then we chew
and swallow. By bringing us back in
contact with our food, the eating
experience could be so much richer.
~ Giulia Soldati
2
The documentary series Once Upon an Artist
delves into the physicality and philosophy of
art. Chapter One: Head follows sculptor Rubn
Fuentes Fuertes as he shapes a large-scale
sculpture from quartz.
Recognising that the best experiences touch us,
in 2019 we will want to reach out and touch
back.
 PERFECT
IMPERFECTION
PRODUCTS AND SPACES WILL MOVE BEYOND
FUNCTION, TRANSMITTING TIME, TEXTURE
AND EMOTION
In an imperfect world, we will embrace the
beauty of imperfect surroundings: surfaces that
have aged, products that speak of handicraft,
and buildings that tend to the soul.
TANK's new Xchange Apartment in Tokyo uses
the Japanese art of kintsugi to this end. After the
installation of the apartment's cement floor, the
cracks that appeared as it settled were not
removed, but highlighted filled in with gold-
H UMANAT URE A/W 18/19
pigmented resin to turn them into precious
details.
In 2019 products will be designed with shared
emotion. When Dutch designer Piet Hein Eek
collaborated with IKEA in 2016, the global
brand's design team spent time learning textile
printing in Indonesia and basket weaving in
Future Trends > A/W 18/19 > The Vision
CREAT IVE
3. Living Architecture
2. Thomas Miss
1
1. TANK
Vietnam, to help them better connect to the
spirit of each craft that informed the collection.
The human-made will connect with the natural,
while the raw will contrast with the refined.
Thomas Miss's Minerae lamp explores this
interplay: instead of using a switch, the only way
to turn the aluminium lamp on or off, or adjust
its brightness, is to pick up and move the chunk
of iron ore that sits at its base.
As travel evolves from seeing to being, spaces
2
will be designed to be felt as well as lived in.
Peter Zumthor's project for Living Architecture,
The Secular Retreat, embodies this mindset.
Poised on top of a hill in the Devon landscape,
the design exudes calm and encourages
reflection: it's architecture with a soul.
 MODERN NOMAD STYLE

5. Studio Casper Notenboom

4. Pharrell Williams x adidas Originals
3. DANSK Magazine
1

2. Sander Wassink
4

2
A nomadic, utilitarian direction will emerge,
H UMANAT URE A/W 18/19

driven by a growing demand for products

1. Ohhyon Kwon
equipped for global travel, changes in climate,
and experience-driven lifestyles. Archaic
methods of carrying and storing items, such as
wrapping and tying, will inspire modular and
adaptable designs made of light materials.
Fabrics will encompass the casual and hi-tech,
and will be unified through layering and
patching, with additional properties to add
warmth and comfort, or aid performance.

Future Trends > A/W 18/19 > The Vision

 R E-WILDING STYLE

5. DANSK Magazine
A desire to reconnect with nature will lead us

4. Vincenzo de Cotiis
back to wilder instincts. We will seek out
products and settings that feel primordial
and tactile, and surround ourselves with

3. Benjamin Vnuk
materials that have a sense of mysticism.
Growing consciousness around sustainability
will see new raw materials created from

2. World of Interiors
3 4
natural waste, and for textiles, rustic weaves
and natural hides will provide a sense of
savage sensuality when layered with plush

1. Fendi
velvet, fur-like materials, and feathery
textures.
H UMANAT URE A/W 18/19

1 5

Future Trends > A/W 18/19 > The Vision

 U NCHARTED CRAFT STYLE

5. Craig Green
4. World of Interiors
3. Ishiuchi Miyako
2. Thom Pierce
1. Bike Mike Tours
1

Cultures, crafts and costumes from far-flung

nomadic tribes are combined to shape this rich
H UMANAT URE A/W 18/19

direction. Native products, artisanal techniques,

and vibrant traditional patterns will be made
modern and relevant to a global market, but in
the spirit of preservation and collaboration,
rather than cultural appropriation. Kilims,
tapestry weaves and blanket patterns will inspire
wrapped, layered, patched and quilted materials,
while embroideries and embellishments will add
a level of depth.

2 5
Thom Pierce

Future Trends > A/W 18/19 > The Vision

 02
MASS
INFLUENCERS
01 02 POP-UP!
MUSEUM OF FEELINGS
Cleverly sponsored by Glade, this
NYC pop-up explored the connection
between scent and emotion in five
fragrant rooms, each representing a
different emotional state.
03
H UMANAT URE A/W 18/19
01 FROM THE BOOKSHELF
THE VEGETARIAN 03 BRAND ON BOARD
This novel won the 2016 International ADIDAS
Man Booker Prize. Written by Han Kang, The 2016 Hu Collection, in
it is a visceral, bracing story about a girl collaboration with Pharrell, is a
who wants to become a plant. multicoloured range inspired by
cultural diversity. This is a collection
with a sense of humanity and
togetherness.
Future Trends > A/W 18/19 > The Vision
04
04 FOOD FOR THOUGHT
LUFTHANSA
Inspired by the German word
heimweh, which means "longing to
travel to a place where you feel at
home", this film is a great example of
emotional advertising.
05
05 CHEERS!
URBAN DECAY
London restaurant Duck & Waffle has
a new cocktail menu called Urban
Decay, which uses ingredients
normally bound for the bin: banana
skin, avocado shells and burnt toast.
06
06 THE MAIN EVENT
THE SEASONS' CANON
At Paris's Palais Garnier in 2016
Crystal Pite presented a primal ballet
that translated complex human
emotions into animal and nature-
inspired dance.
 THOUGHT STARTERS

1. Nacho Carbonell
WHAT DOES HUMANATURE MEAN FOR YOUR BUSINESS?

01 Innovation and creativity cannot be achieved with data alone.

Is intuition factored into your business practices, or do you need
to introduce some gut-instinct?

02 Instinct is the next frontier in the trend towards sensory

awareness and engagement. Having explored immersive
experiences, is your brand now ready to find ways for
consumers to explore their instincts in a more spontaneous
and visceral way?

03 Making is becoming more spontaneous, and achieving

perfection is no longer the end-goal of design. How can you
H UMANAT URE A/W 18/19

leverage this trend to provide improvised making experiences as

a form of brand engagement with your consumer?

04 As global economies slow down, it is becoming crucial to

differentiate your business through innovative sustainable
practices. How can you tap into an emotional desire for products
and systems that sustain the planet, as well as the economy?

Future Trends > A/W 18/19 > The Vision

 RESEARCH &
REFERENCE
CONSUMER
Pigeons recognise words, Live Science
Dogs understand human emotions, Reuters
Dolphins speak in sentences, Engadget UK
New York Times, Binyamin Appelbaum
FMCG slow down, Boris Planer/Planet Retail
Tesla Gigafactory
The Shoe Without a Footprint
Long Root Ale, Patagonia Provisions
H UMANAT URE A/W 18/19
Unconventional edibles in Brazil, O Globo
Gut feelings in financial trading, FT
Gut business decisions, The Telegraph
SmartGut, uBiome
Probiotics 2020, Grand View Research
CREATIVE
The Book of Human Emotions, Tiffany Watt Smith
Future Trends > A/W 18/19 > The Vision
2. Hussein Chalayan
Room Tone, Hussein Chalayan
Institute of Isolation, Lucy McRae
North Sense, Cyborg Nest
1. Freitag
The Dreslyn Tarot, Kati Forner
Sea-Meat Seaweed, Hanan Alkouh
Once Upon an Artist, Chapter One: Head
1
BBQ Tiles, Assemble
Contatto Food Experience
Xchange Apartments, TANK
Minerae lamp, Thomas Miss
The Secular Retreat, Peter Zumthor
STYLE
Dashilar Flagship Store, Sander Wassink
A-Frame, Ohhyon Kwon
Hu, Pharrell Williams adidas Originals
Increase Decrease, Studio Casper Notenboom
Progetto Domestico, Vincenzo de Cotiis
The Horsemen of Semonkong, Thom Pierce
Frida, Ishiuchi Miyako
2
 RELATED REPORTS

TOP 10
STAY PRESENT: SUSTAINABLE
OFF-GRID 2.0 THINKERS

WILD
H UMANAT URE A/W 18/19

THE RISE OF
BETTER WELLNESS BACK TO NATURE
TOGETHER TOURISM

Future Trends > A/W 18/19 > The Vision

 FUTURE TRENDS CRITICAL PATH A/W 18/19
THE VISION FORECAST W o men ' s Fo recast P rin ts & G raph ics Fo recast
M ID N O V E M B E R LAT E JAN U AR Y E AR LY F E B R U AR Y T O LAT E M AR C H
Big Ideas
COLOUR M ID D E C E M B E R W o men ' s Kn it & Jersey D etails & Trims Fo recast
Fo recast E AR LY AP R IL
In timates Fo recast
G lo bal Co lo u r LAT E JAN U AR Y
M ID D E C E M B E R P ackagin g Fo recast
M ID N O V E M B E R
W o men ' s Den im Fo recast M ID AP R IL
Swim Fo recast
A ctive Co lo u r E AR LY F E B R U AR Y
M ID D E C E M B E R V isu al M erch an disin g Fo recast
M ID N O V E M B E R
M en ' s Den im Fo recast E N D F E B R U AR Y
Su rface & M aterials Fo recast
A ctive Co lo u r A n alysis M ID F E B R U AR Y
LAT E D E C E M B E R
M ID N O V E M B E R
M en ' s Kn it & Jersey Fo recast KEY ITEMS
A ctive Fo recast LAT E N O V E M B E R T O M ID JAN U AR Y
Co lo u r A n alysis LAT E D E C E M B E R
M ID F E B R U AR Y

M ID N O V E M B E R
W o men ' s A ccesso ries, Fo o twear DESIGN DEVELOPMENT
M en ' s Fo recast
Co lo u r Evo lu tio n & Jewellery Fo recast M ID F E B R U AR Y T O LAT E M AR C H
E AR LY JAN U AR Y
M ID N O V E M B E R M ID F E B R U AR Y
A ccesso ries & Fo o twear
Co lo u r by Regio n A ctive Textiles Fo recast
So lid M aterials
LAT E N O V E M B E R T O LAT E D E C E M B E R M ID F E B R U AR Y
E AR LY JAN U AR Y

W o men ' s Co lo u r Kids' Fo recast

A ccesso ries & Fo o twear
LAT E N O V E M B E R
Leath er & No n -Leath er
M en ' s Co lo u r E AR LY JAN U AR Y
M ID D E C E M B E R
A ccesso ries & Fo o twear
A ccesso ries & Fo o twear Hardware & D etails
Co re Co lo u r E AR LY T O M ID JAN U AR Y
LAT E D E C E M B E R
P erfo rman ce Fo o twear
Kids' Co lo u r Fo recast: Textiles & Su rface
M ID JAN U AR Y M ID JAN U AR Y
M ID F E B R U AR Y
M en ' s A ccesso ries, Fo o twear &
Jewellery Fo recast
LAT E F E B R U AR Y
W o men ' s Textiles Fo recast
LAT E F E B R U AR Y
M en ' s Textiles Fo recast
E AR LY M AR C H

Regio n al Co lo u r Co mpariso n Beau ty Fo recast Kids' Textiles Fo recast

LAT E F E B R U AR Y LAT E JAN U AR Y E AR LY M AR C H

*Date ranges subject to change

Future Trends > A/W 18/19 > The Vision

 SEASONAL DROPS A/W 18/19
To help with A/W 18/19 planning, WGSNs four Vision trends are mapped across six key retail drops. This will provide clear insight into which Vision trend will be most
relevant for which parts of the season, enabling effective planning for product development across all seasonal ranges.

The WGSN seasonal recommendations are broken down into the following:

The season opens with The Thinker, focusing on intelligent new classics that cross over from Summer into the Autumn Transitional drop

HumaNature has two drops: Autumn, which centres around adaptable outdoor essentials, and Mid-Autumn, which explores pattern and texture layering

Dark Wonder also has two drops: Winter, which targets formal and more active lifestyle items, and Holiday & Partywear, which focuses on occasionwear, with an
emphasis on sophisticated fabrication and decoration

Worldhood has a casual urban attitude that works for the Winter Transitional drop, as the season moves towards Spring

ISION
V
T RENDS

ET AIL
R
DRO P S AUTUMN TRANSITIONAL AUTUMN MID-AUTUMN WINTER HOLIDAY & PARTYWEAR WINTER TRANSITIONAL

Future Trends > A/W 18/19 > The Vision

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