Trend hunting: how to find fashion trends? What’s a trend? | Justine Leconte

Trend hunting: how to find fashion trends? What’s a trend? | Justine Leconte

Today’s video is a bit late, sorry!
It is the beginning of a new series on my channel, about trend scouting / trend hunting in fashion.
1. What’s a trend? What are the different types of trends? (macro-trends, consume trends, micro-trends & fads).
2. How to do trend work, what to look at, how to document your process and edit your findings.
3. Where to look for trends.
Those will be the 3 first episodes. For the following ones, write me your questions in the comments!

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Music: YouTube Audio Library
Ambiment – The Ambient by Kevin MacLeod is licensed under a Creative Commons Attribution license (


  1. ivanfig1 on May 19, 2021 at 6:42 pm

    Descartes changed mathematics forever when he unified geometry and algebra when he invented the coordinate plane (which you make use of in the video). The trend is the slope in a mathematical equation that expresses the relationship between the dependent and independent variables. So for example, the simplest trend in this relationship, is the slope of y = mx + b, which from high school we know is m. On non-linear equations, the "trend" can be a far more complicated thing to describe mathematically. [It is annoying that I can’t embed pictures in these comments – it would be far richer and complement the text perfectly.]

    But here is an important fact, all identification of distinctions are at the bottom of it all, an identification of "trend". If I say it this way instead, it might make more sense: "trend" is the signal, the non-trending part is "noise". One begins to appreciate why the trend is so critical. In your example, fads are noise (potentially around a larger trend).

    How do you tell a cat from a dog? By separating them into classes through features, which mathematically at it’s core looks like "trend" identification. Here is something even more bizarre, and I am not sure I can explain this easily: transforming the data from one coordinate system to another, will often make a "trend" completely obvious. [BTW, it is at the heart of creativity!] That is the essence of deep learning and artificial intelligence, i.e., coordinate transformations.

    Okay, that’s all rubbish from the point of view of trivial trends since we don’t need to be so concise. But in the modern world of big data and artificial intelligence, I suspect that "fashion data science", where data scientists try to understand the variables that are driving fashion purchasing decisions, could be worth billions.

    P.S. Your definition has the feel of one that a mathematician would make. As I said to you before, if you ever decided to switch careers to the sciences, the transition would be trivial because you have a mathematical mind. I think we should get your working on the Riemann hypothesis ASAP 🙂

  2. Dee_xx on May 19, 2021 at 6:42 pm

    Love it – so well explained 🙂

  3. Laia Pascual on May 19, 2021 at 6:43 pm

    I love all your videos! I can’t stop playing one next to the other. Your channel is the best I found in this category, simple and well explained. Keep the great job!! I’m learning so much, you are a very inspiring person. Thank you!!!

  4. Yuliya Life on May 19, 2021 at 6:44 pm

    Hello Justine, do you want to know how long it takes to go through all your videos? I found your channel on Sunday afternoon and still watching (Tuesday lunch now?;)… with some breaks for sleeping, commuting and working in between. Big thumb up!

    And in one of the videos you said that you are stopped shopping and running out of clothes 😉 I know the feeling. I’m a pattern maker, but majority of my friends think that I am a fashion designer 👩‍🎨 I have over 15 years of experience. Started to work in Warsaw in CMT unit, but then moved to London and entered high end designers jobs, two of my long term contacts were Matthew Williamson in London and Acne Studios in Stockholm, plus some other names, list is long. So I never shopped on the classical way for the clothes… 😉 lucky me I wear sample size! But two years ago I moved to outdoor brand, because I spend more time outdoor that in the bars and clubs 🙂 Haglöfs is sustainable brand and I can’t tell you how satisfying it is to get my personal values become aligned with the values of the company I work for, and have every product scrutinised before give it a green line and make is life. But that was a little digression 😉 coming back to shopping. I know the fivers and cuts and design input and everything what it takes to create a product, so I CAN NOT spend money on the high street, and can’t afford high end and as you’ve mentioned, high end/luxury not always mean quality! And to research and go through the tons of information to find that sustainable, modern, innovative brands I just don’t have time for. And when I say "I don’t have time" in regards of anything in my life I apply "it is not a priority for me" formula. ….. and what a girl should do?…. 🤷🏻‍♀️ but all of what I want to say, that it resonated with me, when I heard you saying it. It nice to know that I’m not the only one who is struggling… we can join the forces 🙂 Have a beautiful day! Thank you yet again for the work you put in for creating the changes, big Bravo 👏🏻

  5. Gideon Okorie on May 19, 2021 at 6:45 pm

    Hi Justine, great video indeed. For some of us who are researching about the industry, it will be very helpful to add pictures of the examples you give. It helps retention and understanding much better. Thanks

  6. TheLalaland001 on May 19, 2021 at 6:46 pm

    Hi Justine, Thank you for the video, it was very helpful. I am currently an architect, also involved in interior and product design at a highly design orientated company. I have been working for 10 years, however I have been looking into a career move into trend forecasting. I will be enrolling in classes to kick off and gain more insight into the job, but do you by any chance know of trend forecasters with a non-fashion background ( but say other forms of design background)? I would be interested to know!
    Thank you, Gracex

  7. Ann Gutgesell on May 19, 2021 at 6:47 pm

    Great explanation but yikes, all my dresses but 2 are prints……I might now feel a bit self conscious wearing them. Pants, blouses, tops, they’re all solid colors 😁😁😁😁😁👏🏽 Now I know❗️👍🏽

  8. Nivedhana Kumar on May 19, 2021 at 6:48 pm

    I love this ..tysm

  9. Jee vdBee on May 19, 2021 at 6:49 pm

    Hi Justine, such great and intelligent video’s you make! i’m glad i found your youtube-channel. Did you hear about (dutch and older; like me) Lidewij Edelkoort? she is a leading lady in trend forecasting worldwide. I think that you will find her and her activities interesting. She runs a company in Paris and gives lots of lectures. Trendtablet is also hers and Trend Union. Lots of succes with your channel and designing and i hope to enjoy you’re video’s for a long time.

  10. Mirabel Ng on May 19, 2021 at 6:51 pm

    This is a very informative video. Love your style.

  11. Robyn Kirkland on May 19, 2021 at 6:55 pm

    I just discovered your channel Justine, and I love it! This video really gives great insight into how trends develop , and why they might stick around. I hope that slim pants and short boots last forever. My short equestrian paddock boots, that I have been wearing for about 25 years, and my   great new fashion boots look almost the same. But short boots and slim pants solve such a problem in winter.The boots aren’t too hot and binding on my  legs all day( very comfortable), slim pants fit neatly over them, and , a biggie, my pants dont get so dirty dragging around in the weather, In the paddock or on the streets.

  12. Pema Chophel on May 19, 2021 at 6:56 pm

    hii justin m alys watching ur updated videos…I can learn so many things from it…I wud b please if u give me ur Facebook or email id so that I can ask more doubts n questions…

  13. ramrod 60th on May 19, 2021 at 6:58 pm

    If a bunch of women started jumping off a cliff would you follow him to too many women are followers not enough leaders

  14. Paola Bueso on May 19, 2021 at 6:59 pm

    Wonderful series! Thank you for sharing this.

  15. Vikas Vishwakarma on May 19, 2021 at 7:00 pm

    hii this is vikas , i want to know . how can I find best trendy clothes for my blog.

  16. AmaraJordan on May 19, 2021 at 7:00 pm

    I’m a big believer in precision in language, so the differences in trends and fads is something I’ve wondered. And I love the point that just because you don’t agree with or like a trend, it is still a trend! You observe the market, what’s being picked up, and then you react once you’ve done all of that. It’s kind of like how there is no bad information; it’s what you DO with it that make the difference. Really solid stuff!

  17. Saule Amangeldi on May 19, 2021 at 7:01 pm

    Absolutely love you and your videos! You are very knowledgable and I’m glad that you make videos to teach and inform anyone who’s interested! Big thanks! 🙂

  18. Billie Jean on May 19, 2021 at 7:03 pm

    I’ve never been interested in fashion but you give so interesting information. I really like your channel. Thank you!

  19. Dania A. Oliva-Peña on May 19, 2021 at 7:04 pm

    Great topic I am happy to hear more , thank you Justine :).

  20. trista yu on May 19, 2021 at 7:04 pm

    very useful vedio
    but the lady looks not so good looking, that is makes the vedio hard to follow

  21. Lisa on May 19, 2021 at 7:05 pm

    This is great, but could you please give us concrete examples? That would be soooo helpful!

  22. QUÂN PHẠM on May 19, 2021 at 7:06 pm

    I think trend is a topic which get discover, scrutinize almost, to find new things, silhouettes and their associations

    Like bike short shows mobility, sporty, show the calf in their best light

    Patchwork show sustainability, ageing, wabi sabi, a mozaik/ deconstructed feel…

  23. Rachael Nguyen on May 19, 2021 at 7:07 pm

    Thank u so much for this !

  24. hodsh1 on May 19, 2021 at 7:08 pm

    A rucksack is a pretty convenient bag. Can’t really cycle anywhere on a road bike with a purse, unless you have bulky panniers to put it in.

  25. Кира Силаева on May 19, 2021 at 7:09 pm

    You’re the best

  26. Ann DeHoog on May 19, 2021 at 7:09 pm

    That red lipstick shade is glorious on you!

  27. Kate the Great on May 19, 2021 at 7:09 pm

    Anyone remember silly bands? talk about a fad.

  28. Long Tran on May 19, 2021 at 7:10 pm

    hello Justine, it’s very interesting watching your trends hunting series. can you do a video relating trends to motorcycle industry? 😀

  29. Lynn pan on May 19, 2021 at 7:11 pm

    Hey, the last about the example of micro trends and fad trends that i hear many times,but I didn’t follow it,could you give me the The English spelling of the manuscript,thank you very much

  30. suprabha jain on May 19, 2021 at 7:11 pm

    hello justine i love the way you explained about the trends thank you

  31. Rehab Tahir Mahmood on May 19, 2021 at 7:12 pm

    your video is very informational. I have a question regarding Does trend exist for evening/occasion wear?

  32. Kaye Steedman on May 19, 2021 at 7:13 pm

    Hi Justine, as a mature lady of 75 years, I love fashion, and have always loved fashion, as you say the sack dress did help some ladies, but as we age we are the forgotten ones. I tend to stick to non trendy clothes, that after many years I have found what suits my frame, It has not changed much still a size 10, my problem is my bust is out of proportion to the rest of my body eg bust 100 waist 80 and hips 95 cms, so a jacket will be too large in the shoulders when I buy for my bust size, trousers, too large in the hips to match waist size. So I really have to chose carefully, when I buy. Apart from having clothes custom made, too expensive in Australia, what can you suggest. I love colour, and agree with your pop of colour eg red shoes with black trousers and top. I am sure you have lots of mature ladies that love your videos as I do.

  33. Ekaterina Kozlovskaia on May 19, 2021 at 7:13 pm

    Thank you so much! Such an original theme for the video! Something I wondered qbout but just didn’t know how to property look for!

  34. Maria Karancsi on May 19, 2021 at 7:16 pm

    This video was great, thank you!

  35. Virginia Yanco on May 19, 2021 at 7:18 pm

    Great topics, clearly explanations, well done Justine! Love from Argentina

  36. O Foufoutos on May 19, 2021 at 7:18 pm

    but the 3d prining trend doesnt exist yet , bio as a trend is more than 10 years old and it just starts to gain momentum

  37. Sneha & Harshita on May 19, 2021 at 7:21 pm

    Hi, Can Anyone please explain me more about ”Macro Trends”?

  38. Cozied Up Meena Artisan on May 19, 2021 at 7:22 pm

    i am watching the video in 2017 – so a wee bit late. i can’t find video three, and i am wondering is it because its under a different name?

  39. Валерия Гришко on May 19, 2021 at 7:26 pm

    I was very surprised to know that "sack dresses" vere invented by Balensiaga, because in USSR this type of dress was very popular among older women (and it’s still worn a lot as leisure cloth or a work dress) and i’ve read that it is sort of transformed traditional Russian dress, which also was very comfortable and hiding shape of the body a lot.
    It’s very interesting how trends mix and transform over time.
    And, of course, thanks for the video!

  40. Harsha Morwal on May 19, 2021 at 7:27 pm

    Your email ID please

  41. Marisol Quintanilla on May 19, 2021 at 7:27 pm

    I love your videos! they are very informative

  42. Gary Melican on May 19, 2021 at 7:29 pm

    Such awesome advice Justine.

    Would love to hear your thoughts on a platform I’ve created called

    We try to identify fashion trends and their potential longevity.


  43. Heather Banks on May 19, 2021 at 7:32 pm

    Anyone who thinks that fashion is superficial , hasn’t watched your Chanel .

  44. Kremena Krumova on May 19, 2021 at 7:32 pm

    You are the BEST! Keep up!

  45. Bonnie Pickhardt on May 19, 2021 at 7:32 pm

    Your suggestion about layering with a cotton and wool undershirt is. one I’d like to try, but haven’t found any with that
    fabric blend. Do you know a place to buy those?

  46. Sevda Aytaç on May 19, 2021 at 7:33 pm

    Those shopping bags not enough for me. So I am waiting for "troyler" bags to carry my "everything" on wheels 🙂

  47. FOXY ROXY on May 19, 2021 at 7:34 pm

    Thank you!

  48. starveil101 on May 19, 2021 at 7:37 pm

    Watching this 3 years later and leopard print is back! Wondering what be next again 😄

  49. Hamza Bengarrouh on May 19, 2021 at 7:39 pm

    Ur so gorgeous 🥺❤️

  50. Kimie Moon on May 19, 2021 at 7:40 pm

    Thank you for this video. it’s very helpful. I am currently a fashion student in the Philippines. You’re so beautiful and intelligent. I learn so much from your videos.