Later in the afternoon we were scheduled to have a class taught by Orietta about Fashion Forecasting in Milan. She teaches classes at NABA but her main job is a freelance trendsetter. Fashion forecasting has always been an interest of mine because it requires to use creativity and analytical traits. She first explained one of her responsibilities by explaining what a trendsetter is and what they must do. They need to observe what is going on not just in fashion but politics, social areas, art, cuisine, architecture, history, what people are thinking of, reading books all in all, wherever people invest their money in. The second part of her job is traveling, a trend can’t be researched in one area rich facts and research must be gathered from different areas.
She was a consultant for Camera della Moda and now a forecaster for Milan Italian Shoes Association including being a fashion journalist at a trade magazine. As any fashion forecaster, she wants to be more advanced than the others but still have a common ground. She focuses on researching where to find inspiration for example at the most important art fair in Basel, Switzerland where collectors and artists go for their inspirations as well. Also, technology and architecture are areas that always grow rapidly to consumers needs. Traveling and understanding the value of life in different countries and lifestyles will blossom a new outlook and perspective. Where ever the most innovation and advances are is where to look for trends. A trend is not a trend until it is seen in mass marketing like Internet, TV or magazines.
I respect what she mentioned that she hates logos and will never be a fashion victim, fashion is more important than the logo. The most popular brand does not mean it provides the latest and most wanted trends. The process always starts at customers point of view therefore people watching is crucial. We must follow the people that are not fashion but the people that express themselves in politics, art, cuisine etc. New designers and up and coming artist bring a fresh look and perspective that is desired by trendsetters. Quality is key when researching for fabric and overall clothes. Orietta informed us all that, A real Italian always looks inside of the garment first to see how it is put together and seamed, that is how you can see the quality of a garment.
The second part of the class Orietta explained the Milan culture and the Milanese population. “Perbene” is used to describe a well dressed older woman from Milan. She described how to distinguish a person that lives in Milan because on the weekends, they are always gone either to their lake,beach or mountain house. Not only do they always have two houses but their work week is scheduled around the weekend and anything that is must be done for the week, must be done by Thursday. Milan has a bit every market such as contemporary art, historical and vintage for example the needle by the Cardona station shows contemporary art as well as the Brera area. Milanese are not shows off, they would rather take all the value in.
Every city in Italy has a dialect and usually is inspired by the surrounding countries and in Milan to say a well dressed lady, simply say Shula and you instantly prove that you have adapted to the area.
After taking the Fashion Forecasting class this past Spring, I was required to do all of what Orietta does for her job. I walked around to simply take pictures of people, architecture, advertisements, plants, animals etc. Research was where I spent most of my time and the second part was making trend boards to present my trend. Within this class I learned about self reference criteria and how to eliminate it while I research and explain the newest trends. It is easy to always look at the most advertised designers to see what they are doing but not all are correct and to appreciate how to forecast, I needed to look at other areas such cuisine and packaging to find trends. I was taught how to look beyond the most obvious areas for information but to dive into some uncomfortable and new areas.
After taking the Fashion Forecasting class this past Spring, I was required to do all of what Orietta does for her job. I walked around to simply take pictures of people, architecture, advertisements, plants, animals etc. Research was where I spent most of my time and the second part was making trend boards to present my trend. Within this class I learned about self reference criteria and how to eliminate it while I research and explain the newest trends. It is easy to always look at the most advertised designers to see what they are doing but not all are correct and to appreciate how to forecast, I needed to look at other areas such cuisine and packaging to find trends. I was taught how to look beyond the most obvious areas for information but to dive into some uncomfortable and new areas.
“Heals must be thin because it makes the legs thinner and the thicker it is, the leg appears larger. Buying shoes is a very long process in Italy.” Orietta
On June 24th
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