I recently read an article on the Business of Fashion website, which discussed the evolution and the current relevance of fashion trends in the fashion industry. Do we still follow them, or do we follow a particular lifestyle? There’s no doubt that the way we choose what to buy today has changed. Consumers are subjective towards “brands, celebrities, magazines, and bloggers who are influenced over what is ‘in’ and ‘out’ of fashion.”
In the past when a trend is in fashion, it is ‘smart’ according to fashion historian, James Laver. “One year before this it is ‘daring’, 20 years later it becomes ‘ridiculous’ and in 50 years, the trend creeps its way back into style.” It is true that fashion trends ‘come and go’ but now it seems, more than ever, the consumers decide this for themselves.
A trend forecaster does not exist anymore. Having the ability to spot a trend with endurance is more than just being able to report on what is going on, on Social Media. Experience, context, intuition and the ability to analyze how trends evolve and change are key to the process. Social Media is continuing to take over our modern daily routines; therefore, through our instant access to the Internet, we learn what is a trend as soon as it comes out and choose how long it lasts for. It’s a quick way of monitoring and establishing fashion trends that can also be easily dissolved.
The word trend has sort of lost its meaning. No one really knows what it is anymore, as anyone can wear something and call it a ‘trend.’ The important thing is that the retailers need to consider what works well with their brand, in their chosen markets and what is accessible and attractive to their consumers, that differentiates them from competitors.
Rather than seeing new ‘trends’ in a shop, one follows a certain person on Instagram or on a blog and becomes a ‘lifestyle’ follower. Some trends evolve in style and are long-lived and consumed. These trends, on the people we follow are what influences us today, they need a brand identity, staying power and can be purchased in specific markets with specific consumer desire.
The speed of the market and competition with high street retailers also determines what remains as a trend. Topshop has new items everyday, while Zara also attracts clients because of its quick delivery of new items. Luxury brands are still bound to the traditional style of seasonal runway shows, which release major new style at the pace of the fashion calendar, keeping their brand fresh with new products and content.
Oxblood is my current colour crush. I bought these leather leggings a while ago from Zara and try to wear them whenever possible. Dark and sophisticated, it’s a great take on the classic black leather leggings. Deep and rich in colour, the zips also add an edgy look, yet keeping them lux.
Oxblood is best worn in a monochromatic ensemble. To really enhance its colour, wear with chic neutral colours like navy, grey or of course my favourite, black.
I don’t call myself a trend follower. I always go by Yves Saint Laurent’s words, “Fashions fade, style is eternal.” I previously mentioned that it is essential whatever you wear, it must be personal to you and reflects who you are as an individual. You don’t want to come across as a follower wearing the latest trend because everyone else is. Choose a few items that you like from the new season and establish your style with it. If it doesn’t work, don’t force it on yourself, you all have your personal style that makes you trendy!