Detecting trends as they happen
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The site – which was launched in the UK, Brazil and US last month – identifies trends using data-driven insights from Google and Telescope – a unique tool that processes real-time data from social media. Telescope constantly tracks thousands of Facebook groups worldwide to detect trends as they happen. Its algorithm predicts which posts will go viral based on the number of likes, comments and shares. Using real-time reports, editors can then delve deeper, forecasting new trends, identifying popular hashtags and understanding consumer demand.
Top trends from New York Fashion Week
“This season has seen an unprecedented rise in amazing hair colours: peach, rose, peacock, and even rainbow,” says Andy Gaukrodger, Senior Brand Manager. “But it’s not only women who are braving new looks. Men’s hairstyles are getting bolder by the day, with sporty man buns, silver hair and long locks dominating both Google search and social media.”
Here are some of the key trends showcased at New York Fashion Week, which wrapped up on Saturday.
Stacy Bendet’s tarot card inspired collection was offset by equally mystic, bohemian hairstyles featuring fishtail pigtails and bouffant ponytails. The staticky finish is achieved by running palms through the base of the ponytails and pancaking the braids apart. A generous amount of wisping contributes to the overall softness of the styles.
Acting as the perfect foil to the House of Herrera’s glamorous black and white pieces was a graphic, minimalist look. Poker-straight half-updos are combed straight back yet have just the right touch of quirk, due to overlapping elastics made to mimic origami folds. Locks are straightened and reinforced with serum for that extra runway-worthy sheen.
Setting off Rebecca Minkoff’s eclectic take on the savvy New Yorker’s uniform were soft, structured waves in the vein of a ‘gypsetter’ feel where models were interpreted as having a look that evolved along their travels. The deliberate yet low-key bend – created using sea foam mousse – and shiny, moist-looking ringlets, evoke a well-seasoned sense of style.
The models in Marissa Webb’s urban modern collection wore parted twisted buns and ponytails, created by forming natural-looking twisted circles. The key to this edgy and romantic look is its signature wispy pieces that gently come out of the twisted hairstyle.
The look at the Oscar de la Renta show was created by TRESemmé’s Lead Stylist Orlando Pita using serum and a round brush to smooth the hair of frizz or flyaways. This classic style is characterised by its middle parting and sleek hair tucked behind the ears.
The Naeem Khan show was all about the ‘70s inspired Halston girl. This laid-back style – loose and natural-looking – is created by blowdrying the hair with a round brush that lifts the hair at the root for volume.
The beachy/wet hair trend made a resurgence on the Fashion Week runways. But the styling by TIGI’s US Creative Director, Thomas Osborn, for Jonathan Simkhai’s show evolved from the usual ocean-drenched look, focusing more on texture and less on polish.
The romantic styles for the Charles Youssef Spring/Summer 2017 presentation were a touchable wave paired with a hair trend that’s dominating at the moment: The half-up look is perfect for any occasion, and works well with different textures and lengths.
For the Rag & Bone show, Orlando Pita reimagined the undone trend by adding an edgy touch, making the lived-in appearance look simultaneously intentional and flawless. From dishevelled shags to purposely frizzy curls, this trend makes the case for the ‘less is more’ approach.