Under the sea
Examples of how ethnographic research into different cultures synthesize into visual trends and creative direction
This aims to show how trends in culture and society influence design directions and visual elements.
Trend: Mermaidcore
This style is characterized by an enchanting blend of fashion elements that embody the mystique and allure of the underwater world. This includes tight-fitting dresses, trapeze silhouettes, sequins, beads, nets, and materials that mimic marine life like seaweed, anemones, shells, and scales.
‘On TikTok alone, searches for “mermaidcore,” “mermaidcore aesthetic,” and “mermaid core fashion” have racked up over 15B views in total.’ - WWD
Pop culture influence:
The mermaidcore trend has been influenced and amplified by the depiction of mermaids and sea creatures in films and series like Avatar: The Way of Water, Tim Burton's Wednesday, and Disney's live-action The Little Mermaid.
Fashion designers' interpretations:
Various designers, such as Di Petsa, Courréges, LaQuan Smith, Ludovic de Saint Sernin, Nicola Brognano, Dilara Findikoglu, and Dion Lee have all incorporated elements of the mermaid aesthetic into their collections.
Makeup and hairstyles:
Pearlescent accents, shaded eyeshadows, wet hair, and shiny skin complement the mermaidcore aesthetic. Siren eyes—exaggerated cat eyes—are now a must-have look.
Translation into a direction:
Color Palettes:
The color schemes would feature shades reminiscent of the ocean and marine life, such as various hues of blues, greens, purples, and silver. Iridescent or pearlescent finishes might be used to emulate the shimmering quality of the sea and marine life.
Typography:
Font choices might be more whimsical, fluid, or organic to mimic the movement of water or marine life. They may have a flowing, hand-drawn, or script-like appearance.
Textures and Patterns:
Sequin, shell, scale, or net-like textures and patterns may be used in backgrounds, banners, and other design elements. Imagery or motifs of sea creatures, anemones, and shells could also be incorporated.
Animation and Interactivity:
Fluid transitions and animations that mimic the flow of water or the movement of marine life could be used to enhance user interaction.
Photography and Imagery:
Photos might feature models with the mermaidcore aesthetic, or products that fit within this theme. Natural, under-the-sea environments could be used as settings or backgrounds.
Icons and logos:
These might include marine and aquatic symbols, or incorporate a more abstract or stylized representation of such elements.
Final Thoughts
Of course, following every trend to the tee means that you end up chasing what’s cool and what’s happening in society and culture and means your brand doesn’t align itself in something fundamental. It’s about creating a balance between what truly represents who you are, your vision and statement but also being flexible to what happens out there IRL.
Til next time.
References:
WWD - A Comprehensive Guide to the Mermaidcore Aesthetic for Summer 2023
https://wwd.com/shop/shop-fashion/mermaidcore-aesthetic-1235656992/
NSS - From the depths of the seas to the catwalks 2023
https://www.nssgclub.com/en/fashion/32557/style-mermaidcore-ss23