The message 2019

COMMON GROUND 2019 MACRO TREND

CONTEXT: The current political landscape will have lasting effects on globalisation well beyond 2019. In a time of deglobalisation, many consumers and countries will turn away from the world of economy and focus on domestic grown. At the same time, many people will seek to connect both locally in real life and globally through social media

The Vision:

Re-establishing local communities by building on existing connections

Building local economies and communities

Village life will be a growing focus in 2019

People will be drawn to rural lifestyles that combine real life relationships with internet connectivity

Traditional techniques and materials will be used and showcased in new ways, as creatives adapt the making process to add meaning and value to products

COLOR PALETTE: Common Ground celebrates traditionally feminine hues, with emphasis on sweetness across a range of cool and warm tones. The palette includes tones of Lilac, baked yellows, sunset hues (oranges, coral, etc) and cool greens. These warm and cool tones will be included into Marni’s new collection and will be combined in a fun, playful way, attracting young and mature audiences.