E L E M E N T A L & the puffer jacket
WGSN describes the Elemental megatrend as "exploring the power of simplicity". There is a focus on the interrelationship between function and fashion through the use of fabrics which have stereotypically been used in the production of activewear. Elemental is quite a minimalist trend, with labels such as Cottweiler adapting the trend through a focus on "simplicity, fit and function".
From my research at Emporium, the elemental colour palette relates directly to the neutral colours of the puffer jackets currently displayed in stores. This palette is made up of muted tones, and whilst embracing colour, it is easy on the eye and avoids harsh tones.
Puffer Jackets can be associated with what WGSN labels 'Lab-Sport'. The trend embraces stark and sterile environments in order to project a mood onto streetwear pieces. Lab-sport encompasses simplified designs and unisex garments which are both characteristics of the puffer jacket.
The inflated trend relates directly to the puffer jacket as it speaks of characteristics such as volume and "pumped up" silhouetted that are "exaggerated and (literally) inflated to puffed proportions". WGSN explains that the inflated trend intends to "provide a cosy sense of protection".
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