A recent task we were set as fashion communication and promotion students by our lecturers was to identify and explore various trends via Pinterest that we felt had been dominant within the market.
The first trend that I spotted was that of the 'Native American' trend.
Although maybe not so predominant over the past couple of years, this tribal or 'Navajo' trend has been so distinctive that it can be easily found anywhere. Whether that be the traditional Native American moccasins sold on the highstreet, dream catchers , or a Navajo print hip flask found at Urban Outfitters.
But first, let us consider the initial pattern before we delve into this trend any further.
PATTERN
The pattern itself remains similar from product to product - the distinctive use of triangles and bold lines. However to appeal to different consumers of age the alteration and use of colour has played a huge role.
Although this Navajo pattern can often be found in many different colour palettes, I feel that the most popular of these is either the bright or the muted.
The use of bright and neon colours for this pattern, I feel, was an attempt by designers to make this trend more youthful and appealing to the younger market.
Whilst for the 'older' and more sophisticated consumer, designers used the more traditional muted earthy tones.
But first, let us consider the initial pattern before we delve into this trend any further.
PATTERN
The pattern itself remains similar from product to product - the distinctive use of triangles and bold lines. However to appeal to different consumers of age the alteration and use of colour has played a huge role.
Although this Navajo pattern can often be found in many different colour palettes, I feel that the most popular of these is either the bright or the muted.
The use of bright and neon colours for this pattern, I feel, was an attempt by designers to make this trend more youthful and appealing to the younger market.
(Even I had a pair of these garish leggins, what was I thinking?!)
Here are a few photos displaying the trend both on the runway and in print.
RUNWAY
EDITORIAL
A modern take on the Native American - traditional face paint and plaits of the Native American woman, contrasted with over embellishment brought by the dress and the jewellery.
I love this DSquared2 campaign - there is something strangely empowering about a group of people photographed draped in fur!
Clever in my opinion, as Pharrell wearing the traditional headpiece represents and displays his power and worth within the music industry, as these headpieces were traditionally worn by tribes men who had gained a certain level of respect. This is accentuated through the use of the simple white background.
KEY ITEMS
After exploring this trend I began to identify that there were a few key items that were used repeatedly to complete this 'Native American' story.
1. Fringing
2. The Headband
3. Face Paint
4. Feathers
All of which are used differently dependent upon the narrative story each stylist is attempting to create. This can be shown above in the editorial photos.
CONTROVERSY
Despite the popularity of the Navajo trend, Native American tribes people were less than thrilled.
An example of this cultural uproar was when Victoria Secret decided to dress Karlie Kloss in a traditional Native American Head dress during their annual show.
Victoria's Secret were accused of being 'disrespectful of sacred items' and of using the Native American traditional costume as a 'theme'. In the words of a member of the Santee Sioux tribe of herself 'We are not a style or costume, we are not mascots, noble savages or romantic fictional entities. We are human beings and despite all odds, we have survived.'
Victoria's Secret responded by apologising and then swiftly removing the outfit from the broadcast and any marketing materials.
Despite this controversy surrounding this trend, replicas of traditional head dresses are still sold year on year at music festivals and are now identified as a part of festival fashion.
A modern take on the Native American - traditional face paint and plaits of the Native American woman, contrasted with over embellishment brought by the dress and the jewellery.
I love this DSquared2 campaign - there is something strangely empowering about a group of people photographed draped in fur!
A headband most likely inspired by the traditional Native American head dress, due to the chosen colours and the use of feathers.
Clever in my opinion, as Pharrell wearing the traditional headpiece represents and displays his power and worth within the music industry, as these headpieces were traditionally worn by tribes men who had gained a certain level of respect. This is accentuated through the use of the simple white background.
After exploring this trend I began to identify that there were a few key items that were used repeatedly to complete this 'Native American' story.
1. Fringing
2. The Headband
3. Face Paint
4. Feathers
All of which are used differently dependent upon the narrative story each stylist is attempting to create. This can be shown above in the editorial photos.
CONTROVERSY
Despite the popularity of the Navajo trend, Native American tribes people were less than thrilled.
An example of this cultural uproar was when Victoria Secret decided to dress Karlie Kloss in a traditional Native American Head dress during their annual show.
Victoria's Secret responded by apologising and then swiftly removing the outfit from the broadcast and any marketing materials.
Despite this controversy surrounding this trend, replicas of traditional head dresses are still sold year on year at music festivals and are now identified as a part of festival fashion.
Even I have to admit, it does look pretty cool.
I can't help but like this trend.
- A
Do you agree with the views of the Native Americans or do you feel that their traditional dress should be free to be used by others?
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