Now’s the time to be on trend in country

It’s happening in SA right now and a snapshot of where we are in the world, writes Nontando Mposo

TRENDS are often regarded as fluff or superficial, but whether you follow them or not, they affect us all. It makes sense for an individual to be conscious of trends as they play a role in what is happening in the world, says Chris Reid of The International Trend Institute in Durban.

Reid was presenting the branding agency’s “The next and the now” 2016 Trend Report at the Design Dialogues event, held in collaboration with Elle Decoration magazine, at Virgule in Claremont.

“It’s important to understand that trends are a description of what is happening right now and a snapshot of where we are in the world.

“It’s also as important to distinguish between trends and fads. Trends are something that has grown and evolved over time, whereas fads are only there for one season and after that they are gone,” explains Reid.

“Our job is to distinguish between the two and how micro trends relate to how we live and how we see the world, whereas fads just appeal to our desire for novelty.

“Trends are about the things that we want to associate ourselves with in the world, they are the stories that we tell about ourselves, about this narrative that is existing in the world and the way we choose to align ourselves.

“I call myself a trends researcher because it’s not so much in my field to look at what is going to happen in the next two or four years but it’s looking at what is next in the curve,” says Reid.

“People often ask me: ‘How do trends function in South Africa because we are quite removed from what is happening in the rest of the world?’

“That may have been the case in the past, but it’s definitely not at the moment because of the way we are connected to the global market and information… we are very much interconnected and very involved with the world, which makes trends relevant to SA,” says Reid.

Whether you are in a creative industry or in a business, following trends is of vital importance to everyone as a number of South African consumers looks at what is happening in the rest of the world.

And if you are not on trend, people can call you out on it and won’t be happy if you don’t meet their expectations, explains Reid.

PICTURE: SDR PHOTO CARAPACE: A design by Fyodor Golan.

BLACKOUT: Lamp by David Krynauw of Haywire Black Ash.

PICTURE: VATIC AFROFUTURISM: Vase by Madoda Fani (inset). Above, by Dokter and Misses.

ELEMENTAL: A bench by Laurie Wild van Heerden and Ceramic Matters.

PASTEL: Tray from Ferm Living.

TREASURED: Catenary Arch by Daniella Mooney and Yogi de Beer.