Overview

Menswear Trends will help you understand the relationship of menswear to society, enabling you to become both a forecaster and trend thinker – and bring new ideas, innovation and strategies to men’s fashion. With designer and educator Aki Choklat you’ll learn how menswear trends fit within the larger context of retail, how brands can use trends to be more competitive, and how to create an inspiring trend forecast. Later chapters show how to analyse catwalks, gather information from street-style coverage, compare short-term and long-term analysis and how to analyse and forecast colour trends. In the final chapter you’ll explore the various job roles within the trend industry, learn to differentiate between trend services and how to navigate the contemporary job market and illustrate your skills in a portfolio. Industry Insight Interviews: Peter Betsche, CEO, Arvenco David Edgar, one of the founding partners of Bureaux Design Associates (BDA) Michael Fisher, Creative Director – Menswear, Fashion Snoops Jaana Jätyri, founder of Trendstop Volker Ketteniss, Head of Menswear, WGSN Sandy MacLennan, founder of East Central Studios Ember Todd Colour and Trend Manager for Chaco Brand, Wolverine Worldwide Barbara Vinken, Chair of Comparative and French Literature, University of Munich Geraldine Wharry, founder of Trend Atelier

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9781472591715

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Reviews

Menswear Trends is invaluable because it gives an overview of the art and science of interpreting men's fashion through the lens of trend. -- Ben Ewy, Senior Director of Design, Research and Development at Carhartt, USA Great enthusiasm from the author and subject specialists combines with a rich analysis of trend research, process and realization for menswear. This is a must-have text for anyone studying trends for menswear with significant information that would also support learning in trend development for all fashion and textile subjects. -- Helen Burbridge, Senior Lecturer and Postgraduate Co-ordinator, De Montfort University, UK

Menswear Trends is invaluable because it gives an overview of the art and science of interpreting men’s fashion through the lens of trend. -- Ben Ewy, Senior Director of Design, Research and Development at Carhartt, USA Great enthusiasm from the author and subject specialists combines with a rich analysis of trend research, process and realization for menswear. This is a must-have text for anyone studying trends for menswear with significant information that would also support learning in trend development for all fashion and textile subjects. -- Helen Burbridge, Senior Lecturer and Postgraduate Co-ordinator, De Montfort University, UK

Author Information

Aki Choklat is the Chair of Fashion Accessories Design at the College for Creative Studies in Detroit, Michigan. Aki has worked with several trend companies, such as London-based Trendstop, and lectured all over the world on trends and their relationship with the consumer. He has been a consultant for numerous top-tier, international fashion labels, in addition to directing his own menswear label.

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