Know your make-up terms of 2017: Athleisure, Encounter Culture, Shimmer

After a rather tumultuous and eventful year gone by, this year should be calmer. From BREXIT to the US elections to an increasingly digital world, it was indeed an eventful year. The fashion and beauty industry, also, showed similar tumult with multiple trends emerging in an increasingly-competitive, global market.

As someone who takes active interest in the way trends are shaped both globally and in India, I have to say that all trends follow a pattern. They usually start from the most fashion-forward series and make their way across the world, as brands adopt and adapt them with a more localised appeal. Interestingly our political, social, and economic environments all contribute to the way fashion and beauty trends change. In an increasingly globalised world, you can be sure that the trends will be reactive to the fashion and lifestyle patterns across the globe with a strong filter-down effect coming down to us in India as well.

If we take a look at the crystal ball, to look into what will stay ahead of the curve this year, it shows an interesting pattern as well. We notice a movement towards effortless style, glamour, and natural appeal, as we uncomplicate the world around us. Much like our sharply-polarised world, where both liberalism and minimalism are in a toss-up, we find make-up trends veering towards either a very simple and natural look, or the dazzling canvas of glitter and shine.


Easy Elegance Flows Into 2017

The easy softer elegance of 2017, gets a more graphic inspiration this year. Digital interpretations of the fresh, dewy look will remain in focus. After the tumult of 2016, the world is shifting towards a 'less is more' focus across the board and this reflects in make-up trends as well.

Athleisure is another spoken-about trend this season, taking the 'easy you' to next level. It has carved out a niche for itself in the clothing industry, and has won an entry into the Merriam-Webster dictionary, which defines it as "casual clothing meant to be worn both for exercising and for general use." This relaxed standard of the trend has been largely driven by the millennials, who are fashion forward yet seek comfort in what they step out in.


Gigi Hadid (right) has often been spotted sporting athleisure. (Image: Instagram/ gigihadid)

Personal Curation and Smart Packaging

Kylie Jenner, the youngest and least-known of the Kardashian sisters created a semi-revolution with her lip kits, which sold like hot cakes thanks to smart Instagram marketing. The world is ready for personally-curated pieces of beauty. Brands know that the ever time-starved consumer is looking evermore to them for putting together their best looks for the season.

On the other hand, brands are collaborating with celebrities to add more character to the products - for instance, Demi Lovato's latest collaboration with New York Color. Packaging that literally jumps out and speaks to the consumer is what people are looking for. Thoughtfully-put-together make-up kits that offer an 'all-in-one' solution will be one of the most-sought-after trend this year.

Encounter Culture

A new cultural perspective is clear: the world is increasingly globalising, not westernising, with influences coming from every continent. New global encounters will be shared on visual platforms and apps, but will also be translated into subtle style combinations. Sustainability will shine through beautiful treatments of waste, recycled and raw materials that elevate the ecological to new heights.

Encounter Culture will be the high-summer colour vehicle for 2017. It will offer a ray of sunshine, as the palette sweeps from the sea to the sand to the edge of the jungle.

Greenery being crowned as the Pantone for 2017 seems to be an extension of this trend - representing new beginnings, freshness, and environmentalism.


(Image: ​www.pantone.com)

Dazzle and Shimmer

As a counter-trend towards the all natural and soft hue we are seeing on fashion ramps, the Golden Globes witnessed many a Hollywood star endorse the dazzle, shine and glitter in complete outfits, accessories, and even diamond neckties. In a reaction to the trend towards frugal fashion, one strong beauty trend emerging will surely be the glitter and shine. It has also been seen as the biggest make-up trend on the international runways and it has started influencing the Indian beauty market to some extent.


Claire Foy dazzled in a pink shimmer gown on the Golden Globes red carpet. (Image: AP)

What is going to be the biggest take back for 2017? BE YOU! There is an old saying about the way trends work in the human psyche. Fashion changes, but the style is eternal. While the style of a Michelle Obama or a Meryl Streep stays with us in collective public memory, the rest of the regular mortals get a morale boost from staying in tune with what is in style.