We began as a four-person team by building a solid foundation, getting to know each other and nailing down the project requirements. In identifying each other's strengths in terms of what we each brought to the table, we were able to establish a structured action plan to begin executing the forecast.

We began with a collaborative exploration of what the concept of yearning meant to us from an emotional, societal, and aesthetic perspective. Through an initial curation of some keywords, and minimal imagery, we identified recurring themes that ultimately shaped the creative direction of our forecast. We found a link between many of the feelings the word yearning evokes, to the physical feelings that summertime brings; sticky, bright, uncomfortable, sweaty. These are some of the key feelings we collectively felt strongly about leaning into.

We then took these developments to some formal publications to complete preliminary research on the topic. By examining reports on WGSN, Future Snoops, and Women’s Wear Daily we explored the relevance of yearning and its relation to emerging themes of nostalgia in today's women’s apparel market.

Once we settled on our definition of yearning, we curated a collection of images that captured those sensations in a visual manner. We selected hundreds of images throughout this process, each chosen for its ability to express the keywords we previously identified through elements including atmosphere, object, action, color, or overall aesthetic.

Upon instructions from our professor, we next focused on identifying influences that echoed our yearning narrative. This included inanimate objects, art installations, textiles, natural materials, and recent fashion designs. This assortment of external imagery anchored our theme by displaying real-life inspiration. 

In developing our color story, we examined our collection of images to pull colors that translate the emotional and sensory cues of yearning. We landed on a palette consisting of summery hues; tangy citrus’s, warm rosy neutrals, and bright reds.

Leaning into the feelings of nostalgia, energy, and movement tied to the concepts of our theme, we were able to piece together a customer persona relevant to both today's market, and our definition of yearning.

She is a young, energetic creative living in an urban environment, leading her life with values of joy and connection.