An understanding of trends is a fundamental skill for anyone working in the fashion industry.

In this book Gwyneth Holland and Rae Jones look at how to produce a well-researched trend, from initial inspiration to concrete idea and, eventually, real product.

Illustrated throughout with insights from practicing trend forecasters and industry insiders, it is an invaluable guide for fashion students and practitioners alike.

About the Author
Gwyneth Holland has worked for leading trend agencies such as WGSN. She now consults for a broad range of blue-chip clients and teaches at the University of Westminster.

Rae Jones is a footwear and accessories specialist who has worked at WGSN and now contributes to trend organizations around the world. She runs an accessories brand, Buckitt, and also teaches at the University of Westminster.