Keepsake Garden and Neoclassical are the second of ten key macro trends based on the Global Trend & Design autumn/winter 2014 and spring 2015 forecast given at Spring Fair International 2014 by Tom Mirabile, contributing editor for Pantone View and SVP, Global Trend & Design for Lifetime Brands.
Tom outlined 10 key macro trends that are likely to impact the gift and home market from autumn/winter 2014 into spring 2015, based on his research and expertise gathered from multiple fields, including 35 global exhibitions and a number of leading trend-forecasting agencies. The bottom line to all of this, he says, is that “consumers expect to see what’s happening in fashion to cross-over into home and gift.”
The top ten trends – some of which represent developments of strong current trends – are: World Traveller, Pop Culture, Keepsake Garden, Neoclassical, Industrial Evolution, Rustic Romance, New Nostalgia, Highland Haven, Structure and Glamour (update).
Keepsake Garden: This is an update of an evergreen but evolving trend for all things to do with the country and fresh, outdoor living. A distinct move from indoor to outdoor living is likely in the year ahead, in keeping with the spirit of exploration identified in the first World Traveller theme identified in part 1 of this series.
Look out for pretty Victorian florals and especially cabbage roses, peonies and hydrangeas, plus related bird and insect motifs, in particular butterflies and bees. Scale modernises the look, for example huge bee images that fall off the edge of plates or cushions. Mixed materials are evident at the upper end of the market, such as wood and wire on bird cages.
A relatively new aspect to this trend has appeared in the form of antique-look labels rather than plain lettering, although vintage fonts are plentiful. Soap labels and perfume labels give a nostalgic, apothecary feel to this theme and the weathered look emphasises the vintage feel, with lighter woods, pickled pines and whitewashing. Coffee and cream, ivory and tan make a rich, upscale colour palette for this delicate curated look, with top notes of cornflower blue.
Neoclassical: The fourth macro trend to look out for this year is a Neoclassical revival, which is back after about 25 years of obscurity. Younger consumers will tend to opt for the cleaner, less fussy end of this theme, while a more mature audience will be attracted to the ornate look. Look out for scrolls, urns, stone, terracotta, columns, elaborate carving and architectural details on candlesticks, cannisters and other home accessories.
The fascination with global travel crosses over again into this trend, as seen with a fascination for globes, armillaries, maps and an update on classical Greek ideals and symbols. Cherubs are standout icons, as especially seen at the Paris shows. Roman busts – either 3D or flat – are also important decorative elements, as are wings – think Pegasus and Perseus – and pictures of urns on fabrics or prints. Metallic colour ways and highlights are part of this stylish trend.
Images: cherub detail on cushion by Natural Creations, miniature keepsake garden from Jeremie, vintage rose theme from Claremont & May, London Ornaments birdbath and the Greenwich Armillary