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Trendhunting. Trends of Current Interest and Methodologies of Fashion Trend Forecasting

Student: Elizaveta Ivanova

Supervisor: Ekaterina Pavelko

Faculty: Faculty of Communications, Media, and Design

Educational Programme: Design (Master)

Year of Graduation: 2018

The study observes the transformation of the semantics of the purple color in the history of European culture. The moments of major popularity of purple in the material culture and primarily in fashion were identified in the course of work. Special attention was paid to the meaning of the color in particular time. The research is chronologically structured starting with the earliest connotations of the color finishing with the newest. It is based on the history of fashion studies, news and analytical articles mentioning purple and on the analysis of the artwork, historical studies and pop-culture. Thus, four major milestones in the changing semantics of purple in the European culture were identified: 1. Royal purple; 2. Nobel purple; 3. Psychedelic and feminist purple; 4. Protest purple. The study is divided into chapters accordingly to the identified meanings. The study is culturologically oriented and can be useful for color trend forecasting in fashion industry as long as color, along with shape and silhouette, represents a trend-making feature. Besides, the knowledge about different connotations of a color can be useful for designers in order to give them a deeper understanding of the meanings they fill their projects with.

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