2020 JAN 5-7 NEW YORK FAME. SS20 CATALOG

“Season of Novo”
Photography Editorial
Introductory
SS20 Collection
Color Trends
EDITORIAL
Collaboration
“OFFICE”
with
FRAME CUTS
artist Mayur
Burgess
WEEKLY RETAIL
Trend Report
Social Media
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collection
ISAIAH 62:4

color trend
BC2276 / BC5000
BC2737
BC2774
BC2740
BC2750
BC2753

eport ss20
BC2771
BC3658
BC3795
BC3803
BC3827
BC3835

Print Methodology
RETRO
DAISY
GRAPHIC
PRINTS
Simple retro daisies are gaining traction as the
next must-have motif, from trade shows to catwalks.
This sweet print reflects the overarching
trend for pretty, girly dressing with connotations
of palm springs pool parties and carefree summers.
BC2478
BC3828
BC3789

For casual elegance, I like to accessorize
a retro print with a simple tote bag and
jodphur-style pants tucked into knee-high
leather boots
BC3522
BC3812
BC2708
BC6195
BC2735
BC2739

THE ESSENTIAL F
ANIMAL PRINT BC4305 LEATHER BC4198 WESTERN SM4179

ALL/WINTER 2019
MINIMALISM M2760 M5701 SUIT BC6111 THE NIGHT BC3810

For the Holiday season, marketers
are meeting their customers on social
with clever tactics that encourage
immediate action. In the 2019
season, the boundaries between a
brand’s physical and digital presence
became blurrier than ever, as audiences
continued to experiment with
Instagram’s new shoppable posts.
Predicted by Deutsche Bank to be
worth $10bn by 2021, shopping via Instagram
is becoming an even more important
channel to watch as an incentive
to impulse shop online around sale holidays.
In fact, retail tech firm Advanced
Intelligent Supply Chain data estimates
shoppers are 34% more likely to make
impulse purchases on social media.
“NEW
TOOL
TO SH
According to a study by split payment
platform Afterpay, social media is the
key resource for 92% of Millennials
and 97% of Gen Zers when making a
purchase. The rise of social and decline
of cable television has created an
opportunity for brands to launch Holiday
campaigns without the massive
ad budget of past seasons, and to expand
the limits of seasonal advertising
to new and more creative proportions.

Instagram’s new Checkout feature
catches Holiday shoppers further up
the funnel, rather than redirecting them
to the site’s mobile homepage. The
app’s own Holiday campaign turns the
traditional catalogue into an instantly
shoppable assortment of items from
partner brands. Though TikTok already
has millions of users around the world,
brands are still navigating how best
to use it. Wholesome content, like the
#christmasexplosion reveal of a Rudolph-themed
bus from Vancouver’s
public transit network, hits the right
notes for the holiday season while appealing
to TikTok’s meme-loving base.
The app’s own Holiday campaign features
a partnership with David Beckham,
announcing his own account.
Brands across categories riff on the
“twelve days of Christmas” theme, using
unique daily sales to build shopper
excitement in the lead up to the big
day. Some brands chose to share the
calendar of promotions to help shoppers
prepare, others used a surprise
sales model rewarding those following
closely. Kim Kardashian West’s KKW
Beauty line followed up Cyber Monday
with a “12 days of Christmas” promotion.
Kylie Cosmetics followed a similar
model, but kept each day’s sale a
surprise. Opening Ceremony’s #CRA-
ZYCOZYCHILL Holiday social campaign
featured a daily gift reveal on
its Instagram Stories and posts. Some
gifts were “chill” and “cozy”, while the
“crazy” category offered unique branded
experiences and custom designs.
S
OP”
Brands and influencers find clever
ways to share gift ideas or promote
products via tailored gift guides on Instagram.
Moda Operandi founder, Lauren
Santo Domingo, opened up her
DMs for followers to submit short descriptions
of a gift recipient’s taste, replying
via Stories with a link to a chosen
item for each one. Media companies
partner with retailers to offer gift edits
with their own readers in mind. The
Skimm’s “Celebrate Smarter” Instagram
Stories advent calendar features
advice to help audiences get through
the Holidays, with related gift suggestions
on each day. WhoWhatWear and
Old Navy teamed for a series of Instagram
ads offering gifts under $100.
Though subject to less fanfare than
competitor Instagram, Snapchat continues
to serve as an important platform
for brand outreach. Companies
including Coca-Cola, Toys R Us and
a collaboration between John Lewis
and Waitrose take advantage of the
Holidays with themed geo-location
lenses that tie into its out-of-home
and television campaigns. According
to Snapchat, at least 70% of its daily
users interact with an AR lens every
day. Gucci’s Holiday rollout featured an
AR “Portal Lens” that appears to turn
the users’ surroundings into a tropical
digital island. Though it doesn’t directly
link to Gucci product, it raises brand
awareness among Gen Z consumers.

Bridging the digital and physical can drive engagement
for brands online as well as encourage
followers to visit the physical store. Abercrombie
& Fitch partnered with booking app OneNight to
launch a branded Holiday experience installed at
the Hoxton Hotels in both Los Angeles and New
York. The initiative follows the retailer’s “Do 96
Hours In” digital content series and was promoted
to its audience via Instagram. Kohl’s staged
a Holiday pop-up in New York, with a corresponding
AR experience and Lens on Snapchat.
Forgoing festiveness, adidas’ Holiday activation
at its Paris flagship is a gamified AR experience
that educates visitors about ocean waste.
S
M

“I ONLY
HOP ON
Y BED”
-27 Years old Female From California

SHOT BY DAMELYSMPHOTO, BASED IN PUERTO RICO.

chat. Forgoing festiveness, adidas’
Holiday activation at its Paris flagship
is a gamified AR experience that educates
visitors about ocean waste.
Brands from luxury to CPG stay true to
the meaning of the Holidays by celebrating
generosity and sharing. Beer
company Samuel Adams encourages
fans to show appreciation for loved ones
on social by posting a photo of their
beer with the hashtag #toastsomeone.
Prada’s heartfelt #PradaGiftToGive
Holiday social campaign features models
opening gifts intended for regifting,
then dedicating the luxury items
to their loved ones. For December
2019, antiperspirant brand Secret
hosted a guide to women-owned businesses
on its Instagram, encouraging
viewers to do some of their Holiday
shopping with the companies.
Whether inspiring their own viral sensation
or taking part in one, brands
get into the Holiday spirit via memes.
Aviation Gin produced a short ad spot
in response to Peloton’s notorious
Holiday ad, even featuring the same
actress. Brands can benefit from viral
memes by keeping a finger on the
pulse of the conversation and knowing
when and how to insert them into its
marketing. This season, Mariah Carey
is the face of Walkers’ Crisps Holiday
campaign. For social posts supporting
the video, the crisps brand and
Mariah played off the singer’s status
as queen of reaction GIFs by using
ones from its Holiday spot on Twitter.
SS20
SOCIAL MEDIA
TREND REPORT

SS20 CAMPAIGN EDITORIAL
“Season of Novo”
Fresh and dusty colors,iridescent lurex,
painted silk like illustrated fairy tales, full
volumes give strength and include a delicate
and voluptuous feminity.
The contrast between fluidity of movement
and the nature. Deep color to shape the
atmosphere to create “art”.

a revelation between light and movement
where materials and the female body
become a single embracing and sinuous
shape. the contrast of the sculptural black
and white of a floral and virtual nature
develops through shadows and lights.
the outside of the fabrics, veiled and silky,
vivid and material, develop with a fluid
movement outlining the body shapes that
reveal an androgynous beauty. the harmony
of forms is revealed through the dance of
bright and imperceptible fabrics, in contrast
to a magical nature of pure forms in
continuous evolution.

Africa has the most populous youth
demographic in the world, with Nigeria
in particular emerging as a hotbed for
tomorrow’s creators, innovators and
thought leaders. Lagos, the former
capital and largest city in the country,
has become a new base for the creative
class with one of the biggest
entertainment industries in the world.
This report highlights the individuals
and influencers who are shaping the
culture in the heart of West Africa.
Nigeria’s rich culture has created and
inspired a growing community of artists.
With over 300 tribes in Nigeria,
each with their own values, styles and
traditions, the fountain of inspiration is
almost endless. Artists within the region
have been tapping into this culture,
blending modern and futuristic
concepts to create Afromodernist and
Afrofuturist takes on contemporary art.
Heavily influenced by Nigeria’s bustling
wedding industry, the demand for
beauty experts and quality products
is on the rise. While the make-up industry
is still finding its way in diversity
and inclusivity worldwide, Nigerians
have been creating products and techniques
that put black skin first. Nige-
“C ria’s obsession with beauty stems from
O
OF
traditional aesthetics and expands to
hair, make-up and extensive skincare.
Nigeria has become a major
touchpoint for culture in
Africa. This report explores
the individuals and influencers
pushing artistic innovation
forward in Africa’s most populous
nation.

With Nollywood now the second-largest
film industry in terms of output and
the third-largest in terms of overall revenue,
and with the large number of
Afrobeat artists pouring out of the country,
Nigeria has become an hub for African
music and entertainment. With acts
such as Davido and Burna Boy topping
charts worldwide, coupled with Netflix
Nollywood hits such as Lionheart,
Nigeria’s long history of talent and affinity
with the arts is creating a pool of
influencers in the entertainment space.
Nigeria’s fashion industry is slowly
attracting global attention, but
domestically is becoming increasingly
style-focused, with three Fashion
Weeks running biannually.
Nigeria is poised to become Africa’s
largest economy, and the country’s
entrepreneurial spirit has extended to
the money-minded, innovative youth
in the region. For many years career
options in Nigeria were limited, but
an emerging generation is proving itself
to be industrious, ambitious and
motivated to discover new and exciting
ways to change the country,
while making a living in the process.
HANGE
UR WAY
LIVING”

TAG US

BEULAH ARTWORK
Collaboration with
artist Mayur Burgess
- Expression of person’s mood on their best outfit on a best day.

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