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At MS&L, we’re tracking trends to make your business better.
                                    Spring 2010. Issue One




                           CANADA
trend spotting




                               On the Cover:
                               TURQUOISE

                    Regal, dreamy, fresh, escapist, healing:
                                                                                                                                                                                w           elcome to the inaugural issue of spot,
                                                                                                                                                                                           MS&L Canada’s lifestyle trends tracker.
                                                                                                                                                                                Our mission: to provide you with an overview of
                                                                                                                                                                                the people, places, thoughts and things that define
                                                                                                                                                                                the spirit of today. The objective? To keep you ahead
                   Global colour authority Pantone recently
                                                                                                                                                                                of the curve and help you map out the best strategies
                   declared this splashy blue the hue of 2010.                                                                                                                  for your business. And because the changes that
                    We love how it brightens up a wardrobe                                                                                                                      continue to define our society need to be analyzed
                    and a room; how with one bold beauty                                                                                                                        and understood in order for brands to thrive in a
                                                                                                                                                                                transformed marketplace. The reordering of values that
                      brushstroke, it makes eyes pop; and




                                                                                      RUNWAY AND CELEBRITY IMAGES: ANTHEA SIMMS PHOTOGRAPHY; PRODUCT PHOTOGRAPHY: THINkSTOCk.
                                                                                                                                                                                consumers are undertaking as a result of the global
                      how on the written or virtual page,                                                                                                                       economic meltdown is expected to define purchasing
                           it jumps out, demanding                                                                                                                              priorities for a generation. What was once described
                                  to be noticed.                                                                                                                                as status is different today than it was a decade
                                                                                                                                                                                ago. And not only has the brand landscape been
                                                                                                                                                                                transformed, but the past 18 months have seen drastic
                                                                                                                                                                                change in our communications landscape.

                                                                                                                                                                                We’re looking at a hybrid future where old and new
                                                                                                                                                                                media work together, shaping each other and fuelling
                                                                                                                                                                                conversations with — and among — consumers.
                                                                                                                                                                                Inside you’ll find trends and insights relating to
                                                                                                                                                                                                                                         SPOT ON: (from top)
                                                                                                                                                                                the world around us, from food and technology
                                                                                                                                                                                                                                         Marrakesh’s richness
                                                                                                                                                                                to fashion and design. We’ve collaborated with
                                                                                                                                                                                                                                         inspires; ditto short-
                                                                                                                                                                                former Globe & Mail Fashion Editor and Chatelaine
                                                                                                                                                                                                                                         hair, as with Carey
                                                                                                                                                                                Style Editor Deborah Fulsang, who brings her             Mulligan, pictured
                                                                                                                                                                                unique vision, flair and perspective to spot.            on Vanity Fair, and
                                                                                                                                                                                                                                         on the runway at
Did you know? The Global Language          said the organization’s president,                                                                                                                                                            Jason Wu; and we’re
Monitor has announced that Twitter         Paul JJ Payack. “Being limited to strict                                                                                             Enjoy!                                                   swept away by dark
                                                                                                                                                                                                                                         fantasies à la Alice
was the Top Word of 2009 in its annual     formats did wonders for the sonnet
global survey of the English language.     and haiku. One wonders where this                                                                                                    Martha McKimm                                            in Wonderland and
                                                                                                                                                                                Senior Vice President and                                the work of the late
“Twitter represents a new form of social   highly impractical word-limit will lead                                                                                              Consumer Practice Leader, MS&L                           Alexander McQueen.
interaction, where all communication       as the future unfolds.” Can you spot
is reduced to 140 characters,”             the top word of 2010 yet?

                                                                                                                                                                                Spot Spr ing 2010                                                         page 3
fashion & beauty
                                                                                                                                                                                                                                                    3D MANIA
                                                                                                                                                                                                                                                    Burberry won techie points
                                                                                                                                                                                                                                                    for its fall 2010 runway


THE RUNWAY                                                                                                                                                                                                                                          event which closed London
                                                                                                                                                                                                                                                    Fashion Week. Those who
                                                                                                                                                                                                                                                    hadn’t been lucky enough to
Fall 2010 at first glance:                                                                                                                                                                                                                          land the flight to the front
WOMENSWEAR                                                                                                                                                                                                                                          row, watched the Prorsum
1. Plush: Fur and feathered coats or trims,                                                                                                                                                                                                         collection by 3D live stream
   whether collars, sleeves or hems (at Marc                                                                                                                                                                                                        in New York, Paris, Tokyo,
   Jacobs, right).                                                                                                                                                                                                                                  Dubai and Los Angeles.




                                                                                                                                                                                       beauty buzz
2. Lush: Long, draping capes. Super-size scarves                                                                                                                                                                                                    Today’s 3D mania will see
   and funnel necks. Cables and cardigans.                                                                                                                                                                                                          more 3D releases at the
                                                                                                                                                                                                                                                    local Cineplex, too, but with
   Tweeds and camelhair.
                                                                                                                                                                                                                                                    Fujifilm’s new 3D camera, you
3. Femme: Ruffles and poufs are the rage, head-
                                                                                                                                                                                       Mirror, mirror on the wall, who’s the fairest                can also make your own 3D
   to-toe or as accents. And in details, towering
   and ornate heels will be setting the trends.                                                                                                                                        of fall? A healthy glow was the fall 2010 look               pics and flicks right at home.

   Ditto bejewelled, single-earring statements;                                                                                                                                        at D&G; deep red lips at Donna Karan and
   smart-girl specs; and blackened-and-beautiful                                                                                                                                       DSquared2; and strong brows at Prada. It was
                                                                                                                                                                                                                                                    “I’m excited by the
   metalwork purses, necklaces and cuffs.                                                                                                                                              all nude lips and sexy, intense eyes at Diane
4. Gems: As in deep jewel tones such as berry-                                                                                                                                                                                                      consumer’s increasing
                                                                                                                                                                                       von Furstenberg (above) and at Gucci, where                  willingness to embrace
   reds, navies, deep purples.
MENSWEAR
                                                                                                                                                                                       Pat McGrath, Global Creative Design Director for             his/her individuality
1. Slim: Lean trousers especially beneath                                                                                                                                              P&G Beauty, made her mark with dark, graphic                 and how this translates




                                                                                             RUNWAY AND CELEBRITY IMAGES: ANTHEA SIMMS PHOTOGRAPHY; PRODUCT PHOTOGRAPHY: THINkSTOCk.
   double-breasted jackets, bomber-style                                                                                                                                               eyes. Well-groomed elegance was her vision at                to personal style. Pop
   toppers and sweeping overcoats.                                                                                                                                                     Dolce & Gabbana where stained ruby lips were                 phenom Lady Gaga
2. Trim: It is sophisticated; think shearling and                                                                                                                                                                                                   paved the way for the
                                                                                                                                                                                       the dramatic counterpoint to flawless skin.
   fur, paired with elegant double-faced wools,                                                                                                                                                                                                     masses, but there have
   leathers, suedes.                                                                                                                                                                                                                                always been trailblazers
3. Rich: Whether at groovy Seventies-inspired                                                                                                                                                                                                       who have drawn
   Gucci (right) or at super-refined Zegna,                                                                                                                                                                                                         inspiration from street
   the palette was First Class all the way: camel,
   navy, brown, wine-red, cognac-coloured.
                                                                                                                                                                                                         spotted                                    style as seen recently
                                                                                                                                                                                                                                                    through the lens of
4. Kitsch: You’ll be seeing Prada’s influence                                                                                                                                                                                                       Canadian fashion blogger
                                                                                                                                                                                                                                                    and photographer,
   on the street when you spy shots of lemon-                                                                                                                                                           Cool Canadiana
   yellow and watermelon mixed with a man’s                                                                                                                                                             All style eyes are now firmly on our fair
                                                                                                                                                                                                                                                    Tommy Ton.”
   denim, grey flannel and black.                                                                                                                                                                       land, thanks to the perfect aesthetic       – Nadia Beale
                                                                                                                                                                                                        storm that was the Vancouver Winter         Vice President, Consumer
                                                                                                                                                                                                        Olympics. Designer-chic interpretations
                                                                                                                                                                                                        of the Hudson Bay blanket coats,
                                                                                                                                                                                                        modern Cowichan-inspired cardis
                                                                                                                                                                                                        and of course those kitschy-cool            Blogs to check out
                           purple reign                                                                                                                                                                 red mittens: Combine them with the
                                                                                                                                                                                                        Canadian-by-way-of Milan costumes of
                                                                                                                                                                                                        Dean and Dan Caten of celebrity label
                                                                                                                                                                                                                                                    1. jakandjil.com
                                                                                                                                                                                                                                                    2. imabeautygeek.com
                                                                                                                                                                                                                                                    3. thestylehouse.com
                            Violet, purple orchid, lavender: Purple petals are the buzz-                                                                                                                DSquared2, and no wonder the world is
                                                                                                                                                                                                                                                    4. thelovemagazineblog.
                              worthy bloom coming to fragrance counters. Next up: Watch                                                                                                                 watching. Up next: London-based Mark
                                                                                                                                                                                                        Fast, knitwear designer extraordinaire,     wordpress.com
                                for non-gender-specific spritzes to gain ground: men’s
                                                                                                                                                                                                        who hails from Winnipeg.                    5. thisisglamorous.com
                                   toilettes with traditionally feminine notes and women’s
                                     perfumes laced with classic masculine ingredients.
Spo t S p ri n g 2 0 1 0                                                                                                                                                                                                                                                       page 5
Download a complimentary copy
 of the entire new issue of SPOT at:
http://www.mslworldwide.com/spot-newsletter/

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MS&L SPOT Newsletter Issue 1

  • 1. At MS&L, we’re tracking trends to make your business better. Spring 2010. Issue One CANADA
  • 2. trend spotting On the Cover: TURQUOISE Regal, dreamy, fresh, escapist, healing: w elcome to the inaugural issue of spot, MS&L Canada’s lifestyle trends tracker. Our mission: to provide you with an overview of the people, places, thoughts and things that define the spirit of today. The objective? To keep you ahead Global colour authority Pantone recently of the curve and help you map out the best strategies declared this splashy blue the hue of 2010. for your business. And because the changes that We love how it brightens up a wardrobe continue to define our society need to be analyzed and a room; how with one bold beauty and understood in order for brands to thrive in a transformed marketplace. The reordering of values that brushstroke, it makes eyes pop; and RUNWAY AND CELEBRITY IMAGES: ANTHEA SIMMS PHOTOGRAPHY; PRODUCT PHOTOGRAPHY: THINkSTOCk. consumers are undertaking as a result of the global how on the written or virtual page, economic meltdown is expected to define purchasing it jumps out, demanding priorities for a generation. What was once described to be noticed. as status is different today than it was a decade ago. And not only has the brand landscape been transformed, but the past 18 months have seen drastic change in our communications landscape. We’re looking at a hybrid future where old and new media work together, shaping each other and fuelling conversations with — and among — consumers. Inside you’ll find trends and insights relating to SPOT ON: (from top) the world around us, from food and technology Marrakesh’s richness to fashion and design. We’ve collaborated with inspires; ditto short- former Globe & Mail Fashion Editor and Chatelaine hair, as with Carey Style Editor Deborah Fulsang, who brings her Mulligan, pictured unique vision, flair and perspective to spot. on Vanity Fair, and on the runway at Did you know? The Global Language said the organization’s president, Jason Wu; and we’re Monitor has announced that Twitter Paul JJ Payack. “Being limited to strict Enjoy! swept away by dark fantasies à la Alice was the Top Word of 2009 in its annual formats did wonders for the sonnet global survey of the English language. and haiku. One wonders where this Martha McKimm in Wonderland and Senior Vice President and the work of the late “Twitter represents a new form of social highly impractical word-limit will lead Consumer Practice Leader, MS&L Alexander McQueen. interaction, where all communication as the future unfolds.” Can you spot is reduced to 140 characters,” the top word of 2010 yet? Spot Spr ing 2010 page 3
  • 3. fashion & beauty 3D MANIA Burberry won techie points for its fall 2010 runway THE RUNWAY event which closed London Fashion Week. Those who hadn’t been lucky enough to Fall 2010 at first glance: land the flight to the front WOMENSWEAR row, watched the Prorsum 1. Plush: Fur and feathered coats or trims, collection by 3D live stream whether collars, sleeves or hems (at Marc in New York, Paris, Tokyo, Jacobs, right). Dubai and Los Angeles. beauty buzz 2. Lush: Long, draping capes. Super-size scarves Today’s 3D mania will see and funnel necks. Cables and cardigans. more 3D releases at the local Cineplex, too, but with Tweeds and camelhair. Fujifilm’s new 3D camera, you 3. Femme: Ruffles and poufs are the rage, head- Mirror, mirror on the wall, who’s the fairest can also make your own 3D to-toe or as accents. And in details, towering and ornate heels will be setting the trends. of fall? A healthy glow was the fall 2010 look pics and flicks right at home. Ditto bejewelled, single-earring statements; at D&G; deep red lips at Donna Karan and smart-girl specs; and blackened-and-beautiful DSquared2; and strong brows at Prada. It was “I’m excited by the metalwork purses, necklaces and cuffs. all nude lips and sexy, intense eyes at Diane 4. Gems: As in deep jewel tones such as berry- consumer’s increasing von Furstenberg (above) and at Gucci, where willingness to embrace reds, navies, deep purples. MENSWEAR Pat McGrath, Global Creative Design Director for his/her individuality 1. Slim: Lean trousers especially beneath P&G Beauty, made her mark with dark, graphic and how this translates RUNWAY AND CELEBRITY IMAGES: ANTHEA SIMMS PHOTOGRAPHY; PRODUCT PHOTOGRAPHY: THINkSTOCk. double-breasted jackets, bomber-style eyes. Well-groomed elegance was her vision at to personal style. Pop toppers and sweeping overcoats. Dolce & Gabbana where stained ruby lips were phenom Lady Gaga 2. Trim: It is sophisticated; think shearling and paved the way for the the dramatic counterpoint to flawless skin. fur, paired with elegant double-faced wools, masses, but there have leathers, suedes. always been trailblazers 3. Rich: Whether at groovy Seventies-inspired who have drawn Gucci (right) or at super-refined Zegna, inspiration from street the palette was First Class all the way: camel, navy, brown, wine-red, cognac-coloured. spotted style as seen recently through the lens of 4. Kitsch: You’ll be seeing Prada’s influence Canadian fashion blogger and photographer, on the street when you spy shots of lemon- Cool Canadiana yellow and watermelon mixed with a man’s All style eyes are now firmly on our fair Tommy Ton.” denim, grey flannel and black. land, thanks to the perfect aesthetic – Nadia Beale storm that was the Vancouver Winter Vice President, Consumer Olympics. Designer-chic interpretations of the Hudson Bay blanket coats, modern Cowichan-inspired cardis and of course those kitschy-cool Blogs to check out purple reign red mittens: Combine them with the Canadian-by-way-of Milan costumes of Dean and Dan Caten of celebrity label 1. jakandjil.com 2. imabeautygeek.com 3. thestylehouse.com Violet, purple orchid, lavender: Purple petals are the buzz- DSquared2, and no wonder the world is 4. thelovemagazineblog. worthy bloom coming to fragrance counters. Next up: Watch watching. Up next: London-based Mark Fast, knitwear designer extraordinaire, wordpress.com for non-gender-specific spritzes to gain ground: men’s who hails from Winnipeg. 5. thisisglamorous.com toilettes with traditionally feminine notes and women’s perfumes laced with classic masculine ingredients. Spo t S p ri n g 2 0 1 0 page 5
  • 4. Download a complimentary copy of the entire new issue of SPOT at: http://www.mslworldwide.com/spot-newsletter/