VALUE SHIFT

SET THE TONE - 2021 CONCEPT BRIEF

Guo Pei FW 2020/21
"Amid the disruption and destruction of the
pandemic, we’ve also seen a unique sense of unity
not witnessed in generations. Incredible human
resilience has led to a resurgence of community
spirit and localism, and given rise to inventive
products, systems and solutions that are enabling us
to adjust and thrive in this next normal."
The Value Shift, WGSN

Virgil Abloh for LVMH Mens SS 2020

Matievsjki SS 2017 Victor & Rolf FW 2016

The Webster Store Kopi Noke Architects

As momentum for change builds alongside campaigns

to end exploitation, consumers will expect companies to
offer more dignity, security and justice to workers
throughout the global industry.
The State of Fashion 2021, BOF & McKinsey&Company

Robert Wun SS 2021

Pigalle Comme de Garcon FW 2016/17
 Zimmerman Spring 2021 Numero Russia

Angela Brito

Definition of tone-deaf: having or showing

an obtuse insensitivity or lack of perception
particularly in matters of public sentiment,
opinion, or taste.
Merriam-Webster Dictionary

Consumers are demanding more

from brands in their engagement
with socio-political values.
Kenny Germe The State of Fashion 2021, BOF & McKinsey&Company Kidsuper SS 2020
 Tom Dixon
Tone is simply the lightness or darkness of an object,
and is one of the most powerful design elements.
The eye is drawn to the
area of highest tonal
contrast.

In literature, tone describes

the speakers attitude towards @rajnatelier SS 2022
his subject. A writer shifts
tone for emphasis.

Robert Wun FW 2020 Vollebak