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The Honolulu Advertiser
Posted on: Friday, January 2, 2009

2009 TRENDS
2009 Trend forecast

Associated Press

Hawaii news photo - The Honolulu Advertiser

Models strut the catwalk at Marc Jacobs' spring 2009 collection during Fashion Week in New York. Trend forecaster David Wolfe says the next big thing in fashion will be "dowdy" dressing, complete with faded colors and melancholy looks, yet sophisticated and pretty.

Associated Press photos

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Hawaii news photo - The Honolulu Advertiser

Barack Obama and Caroline Kennedy.

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Hawaii news photo - The Honolulu Advertiser

A chair made out of neckties, designed by Natalie Chanin. Recycling is good, but “upcycling” is even better. With upcycling, you are reusing an item so it doesn’t end up in a landfill.

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Hawaii news photo - The Honolulu Advertiser
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What will be the top trends of 2009? Here's what professional trendspotters forecast:

THE TREND: THE "CUSPERS"

Marian Salzman, trend spotter, chief marketing officer for Porter Novelli Worldwide

The "cuspers" are boomers born between 1955 and 1964, said Salzman.

She predicts the cuspers, sometimes called Generation Jones, will continue to rise to power. She ticks off a list that includes president-elect Barack Obama; Susan Rice, the U.S. ambassador to the United Nations nominee; and Caroline Kennedy, who could be tapped to run for Sen. Hillary Clinton's vacant seat.

Unlike older boomers, cuspers are more egalitarian, more tolerant and more anxious to make a big difference, she said. Look for more cuspers in leadership roles, said Salzman. And look for their "let's get on and do it" message to resonate with the masses, she said.

THE TREND: DETOXING

Anna D'Agrosa and Paige Newman of the Zandl Group

D'Agrosa and Newman see aversion to "toxic spending" — living above one's means and buying things people don't really need or want.

"Lately, several people have even mentioned that the recession almost seems like a blessing because they are now forced to re-adjust their values and make different choices," says Newman.

Even those who are OK financially are choosing to cut back, place more value on substantive things and focus on personal relationships that are not based on buying.

THE TREND: CREDIT-CRUNCH COUTURE/DIY AND UPCYCLING

Jeremy Gutsche, chief trend hunter, www.TrendHunter.com; Rita Nakouzi, director, Promostyl, North America

Inexpensive designs are getting a lot more attention, says Gutsche.

Designers such as Vivienne Westwood, who made a splash in her spring/summer 2009 collection by emphasizing fashion statements that work on a limited budget, including necklaces made out of safety pins and shawls from tablecloths, are going in that direction, he says.

The credit crunch is also adding fuel to more folks doing it themselves, DIY, says Gutsche. A troubled job market and the need for extra cash will motivate hobbyists to transition their love for their craft into a cottage industry.

That dovetails with "upcycling," reusing an item so that it doesn't become waste. The term comes from "Cradle to Cradle" authors William McDonough and Michael Braungart.

"There would be no waste if we upcycle everything that we've used," Nakouzi says.

Last year, Etsy, a site where people buy and sell handmade things, challenged users to create an upcycled object to sell on the site, she said.

Nakouzi said to look for things like a chair cushion made out of old neckties, and more restaurants and hotels using reclaimed materials.

THE TREND: MOBILIZE ME

Jane Buckingham, president of The Intelligence Group

The year 2008 was all about computer saturation, says Buckingham, with people Facebooking, uploading videos on YouTube and watching TV on their laptops.

"But next year, your media friend might start collecting dust when a mighty mini version takes hold," says Buckingham. "With the iPhone, the Bold and the Google phone, we're beginning to truly be able to take our shows on the road."

For example, the iPhone can be a baby monitor. And a Google phone, such as the T-Mobile G1, can scan barcodes in stores and compare with online prices.

Buckingham said she's heard of people cutting their Internet service to save money and relying on their phones. After all, an iPhone is much easier to fit into your pocket than an iBook, she says.

THE TREND: DISTRACTION AS ENTERTAINMENT

Ann Mack, director of trendspotting at JWT

Content creators are layering media into entertainment for simultaneous consumption and engagement, Mack says.

For example, "LittleBigPlanet" users are gamers, social networkers and content creators, "The Hills" Backchannel social networking site is where fans can gather to talk about the show as it's happening on TV. And author Stephenie Meyer has a playlist that readers can listen to while they're reading the Twilight series, she says.

"People are almost in an entertainment bubble of sorts," says Mack.

THE TREND: THE DOWDY LOOK

From David Wolfe, trend forecaster, The Doneger Group

It's going to be trendy to dress dowdy, Wolfe says, with faded colors and melancholy looks. The look is almost a backlash to the flashy, celebrity-driven, sexy style that has been dominant for the last decade, he says.

"In a funny way, I think it is a successor to grunge," he says. "I think it's going to be much more sophisticated and really kind of poetic and pretty."

THE TREND: LET THE GOOD TIMES ROLL

The Trends Research Institute's Top Trends of 2009

During the Great Depression, arts and entertainment flourished, according to founder and director Gerald Celente.

When times are down, people want to lift their spirits, says Celente, adding that Americans have been working more and playing less.

He predicts that while angry music will be part of the new tunes, there will be a reincarnation of upbeat and swinging sounds. There will also be more dance halls, particularly for the single, under-40 crowd.