23 December 2010
We sent our trend researcher Stephanie Breeze out to brave the near-arctic weather conditions in both London and Birmingham, UK, to bring you this report on the top looks for Christmas decor 2010. As always, we’ve collated the findings into key trends and tied this back to the trends we forecast for this very season over two years ago. You can compare this report with Stephanie’s Christmas Trend Report for 2009 by clicking here.
“There’s certainly a move away from the trend for one- colour tree schemes as the British consumer begins to embrace the craft trend this winter. There seems to be more kudos in making your own decorations and mismatching vintage glass pieces with felt and knitted decorations,” explains Trend Bible creative director, Joanna Feeley.
“I love the idea of adding aromatic cinnamon sticks and pine cone decorations to the tree this year, the influence of food and natural elements is something we have talked about a lot this year at Trend Bible, and here we’re starting to see people bring more sensory experiences to decorating, whether this is about tactile elements or fragrances,” adds junior trend researcher, Alice Barnes.
Scandinavian influences are still very much on trend for Christmas 2010, with a dominant colour palette of red and white. John Lewis have picked up on this trend the most, with details including contrast stitching, patchwork, bold lines and felt being the main fabric of choice for a lot of the Scandi-inspired decoration. We especially love the red felt baubles, with white snowflake stitching from John Lewis and the mitten gift tags from House of Fraser (all above). Fabric decorations demonstrate the craft trend beautifully and look casually understated.
We predicted this trend for Winter 2010 way back in 2008, with our Cabin Fever trend, you can see a spread from our Home Trends Autumn/Winter 2010/11 book above (just in case you don’t believe us).
Laser cut wooden decorations are an off-shoot of the Scandinavian trend, but we’ve seen a real increase in this season in the UK. There was evidence of pale plywood being mixed with the red and white colour palette at Habitat and John Lewis, which stops this look being too ‘worthy’ or utilitarian (Utilitarian is a big theme for 2011, but one our clients sometimes find hard to execute commercially). Our favourite use of pared down plywood was as candle holders and 2D or slot-together tree decorations- the more elaborate and decorative the laser cutting is, the prettier and more commercial we thought it was.
Traditional Christmas motifs like Father Christmas, snowmen and reindeer motifs are still key as the trend for nostalgic and traditional themes continue. Increasingly popular are Santa Claus matryoshka dolls (some examples of which filtered through to the high-street last year), and festive food references like Christmas pudding tree decorations.
Typography is making a bold statement for Christmas this year. Rob Ryan inspired cut outs were seen at Next, and Heal’s had festive flock lettering centre-pieces, all executed in festive ruby red.
This is our favourite look for Christmas, tapping in to the trend for folky fairytales as predicted in our Autumn Winter 2010 trend, Wonderland. Classic winter references to pine cones, fake fur and woodland creatures like stags, squirrels, owls and birds reign supreme, given a grow-up twist with glam metallic finishes. Watch out for subtle distressed surfaces and aged and antiqued finishes to add an authentic ‘just found it in Granny’s attick’ twist.
We flagged up this winter wonderland trend as part of our Wonderland trend for our Kids Home book for Autumn/Winter 2010/11 (above), which was published in March 2009. This look is part of a larger social and cultural trend – our research included references to the occurance of adults reading kids literature (Harry Potter), the Tim Burton Alice film, the forthcoming Hobbit film, and the post-recessional behaviours we monitored such as an indulgence in fantasy and escapism.
We noticed an upcoming trend for geometric and faceted decorations on the high street this year. John Lewis and Next had the best on offer, and we predict that as the geometric trend escalates in 2011, more retailers will follow suit next year.
Nature and natural imagery inspire many of this seasons’ decoration; we especially loved these seasonal fruit references. “This was a new theme on the high-street this season and ties back in with a bigger trend for appreciating all things natural,” explains trend researcher, Stephanie Breeze. Apples and pears were executed in sequins, felt and metallics.
Birds have been on trend for, like, ever but are now a major fixture at Christmastime – particularly for the tree. Whether these are feathered, felted wool, metallic or wire constructions, birds are fast becoming a staple design motif.
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