4 Macro Trends


The global market for network cameras is expected to grow between 16 to 22 percent annually in the next three to four years, according to reports by market research companies TSR and IHS. The Chinese market for CCTV and video surveillance equipment, which also includes analogue cameras, amounted to 33 percent of the total global market in 2013, which was then worth USD 13.5 billion.

This growth has come from urbanization; which drives the need for intelligent security solutions. Growing population density in urban areas across the world increases the need to build smarter cities that can meet the security needs of its citizens, who have a right to feel safe.  Furthermore, surveillance camera technology is increasingly viewed as a critical component for law enforcement’s ability to solve and prevent crime.

How fashion has been influenced

  • The trend of using the date/time at the bottom of the image
  • Possibly the trend of using council estates for locations
  • Profiles of people in image
  • Materials that have a metallic element

How I could portray this trend in my look book

  • Use of metal or equivalent in images
  • Camera angles echoing surveillance angles (from above)
  • The look book itself having the date/time or other surveillance filters
  • Having cameras or surveillance equipment in images



The world’s population is ageing, mainly due to increased life expectancy, but also because women globally have had fewer children over the past 55 years, meaning that the proportion of older people is growing faster than the general population. Ageing populations will impact future economic growth prospects, due to reduced labour forces and lower savings and investment rates. At the same time, age-related public expenditure is projected to increase strongly. In 1950, there were 205 million persons aged 60 or over in the world. By 2012, the number of older persons had increased to almost 810 million. It is projected to more than double by 2050, reaching 2 billion, with the population aged 80 years or over growing faster than any younger age group within the older population.

How fashion has been influenced

This trend is seen in fashion through older people becoming fashion stars and older models. For example, Iris Apfel née Barrel, who was born on August the 29th, 1921, found fashion fame after the documentary called Iris, by Albert Maysles. She studied art history at New York University and attended art school at the University of Wisconsin. She then found a career as an interior designer and at the age of 90 became a fashion icon.

Similarly, Older models are seen on billboards and on catwalks more than ever. For example, Yasmina Rossi started her modelling career at 28 and is bigger than ever at the age of 60. Rossi is well known for being a marks and spencer main model and campaign star. Furthermore, the documentary and blog Advanced style by photographer and author, Ari Seth Cohen, explores the beauty of the older generation. He states how it’s a project devoted “to capturing the sartorial savvy of the senior set.” He says, “I feature people who live full creative lives. They live life to the fullest, age gracefully and continue to grow and challenge themselves.” Ari has a longtime interest in clothing and style and a lifelong affinity for his elders.

 How I can portray this in my look book

  • Use of older models
  • Use of patterns – that are seen on the older generation
  • Trend portrayed through the set design – based in an old fashioned living room / home



Privacy is the right to be let alone, or freedom from interference or intrusion. According to research from Strategy Analytics, trends in 2017 will reflect concerns over security, network connectivity choices, and privacy. As a concept, privacy, and the need to protect it has been around for decades. However, with technology and the growth of the internet, the need for privacy is bigger than ever.

How fashion has been influenced

  • The theme / concept has been explored in many collections
  • In photography the use of covering faces with fabric or while editing on photoshop / illustrator is seen
  • Possibly brands not dominating their pieces with logo’s / brand typography

How I can portray this in my look book

  • Hidden faces
  • Some form of camouflage or use of the same colours
  • Location – somewhere away from the general public



As the world becomes smaller, while travel gets cheaper and restrictions more relaxed, more people are choosing to live, study or work abroad. Continued migration has a significant impact on economies, marketers and consumers alike. Greater ethnic diversity offers marketers a wealth of opportunities. However, there is a darker side to migration with more than a million migrants and refugees crossing into Europe in 2015, sparking a crisis as countries struggled to cope with the influx, and creating division in the EU over how best to deal with resettling people.

How fashion has been influenced

Many fashion designers have incorporated migration and the movement of people into their collections. This is seen particularly in Prada’s Autumn Winter 2016 collection that responds to war and migration. The designer says she was feeling ‘deeply serious’ and ‘trying to understand mankind’s difficulties’

How I can portray this in my look book

  • Objects in unconventional places
  • Movement – whether that’s model’s physically moving or movement of garments / fabrics
  • Having an element of ‘lost’ – in facial expressions or location


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