Trends Forecasting Research Document TRENDS FINAL HAND IN FINISH | Page 17

Innovators
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Rihanna
Rihanna is an innovator in the femininity trend due to her boosting the sales
of Puma and becoming a female ambassador in the brand and the creative
director. Her Puma designs, such as her Fenty creepers, were named shoe of the
year. The shoes have received a sell out status (Fisher, 2016) and will continue
to do so. Rihanna is also creatively directing the “do you” campaign, which is
about building confidence in women and their bodies. Rihanna picked close
friend Cara Delevingne, another female ambassador, for the campaign. Her
edgy style and leadership has boosted the brands status and sales, it shows
how the future of fashion is female, and this drives the new femininity trend
and its development. Her designs and edgy creativity in her fashion and music
generate an imagery of the trend and create a future path for it to follow.
(Colon, 2016; Enriquez, 2016)
James Charles
James Charles is an influencer in the femininity trend because he is the first
male on the cover of Covergirl, he is also campaigning for make-up brands
on the cover, making him an influence in the male make-up/ blogging trend.
James Charles has shown through his many make-up tutorials and the fact he
is a male wearing make-up on a front cover that it is okay to be yourself. This
in itself is a revolution and shows how the trend is changing society now and
how it will potentially change it in the future. James represents femininity as
he is proud of who he is and his influences are changing society as we know it,
influencing the new femininity trend to move forward. James is influencing the
male beauty blogging industry, and this is on the rise (Grounsell, 2016).
Figure 18
Figure 16
Jeffree Star
Figure 17
Jeffree Star is an innovator in the new
femininity trend due to his extremely
popular makeup brand, Jeffree Star
Cosmetics, and how he is proud of being
who he is. Jeffree is his own model for his
brand, therefore a male in make-up. Jeffree
has been breaking boundaries in male
make-up category. In 2006 he was crowned
the most influential person on Myspace,
where he would express himself through
his own written music but also show off
his make-up skills. Jeffree designed his
cosmetic brand, Jeffree Star Cosmetics, for
anyone that is fearless enough to be their
own person (Beautybay, 2016). He made
his brand to inspire beauty lovers to take
risks, have fun and be proud of who you
are (Beautylish, 2016). His velour liquid
lipsticks come in a crazy amount of colours
from nudes to in your face blues. His edgy,
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Influencers
bright and beautiful cosmetic products
have been sell outs in the pasts (Simmons,
2016), driving the new femininity trend
in showing that people are proud of who
they are and enjoy the edgy colours. He is
an innovator in the new femininity trend
because he has always said himself that
he wants to always be doing something
different than other people, “I’m trying
to be a little more unconventional and do
stuff that other people aren’t doing.”
. From being in 10th grade he has never
been ashamed of being himself Jeffree said
himself, “All right, I don’t care anymore.
I’m just going to be myself. So I went to
school wearing eyeliner and eye shadow”
(Taylor, 2016) This shows his confidence
within himself making him perfect in
representing new femininity.
Cara Delevingne
Cara Delevingne is an influencer in the new femininity trend due to her being
the ambassador of Puma’s “Do you” campaign. Cara is pushing the campaign
due to it reflecting her own moral