Trends, Fashion, Popularity & Blasts from the Past
Gucci’s Epilogue Campaign Photo: Alec Soth via AnOther
Fashion trends are aspects of fashion that are popular at a specific time.They have been in the industry since the 14th century and currently still make the fashion industry what it is today. Fashion trends can be a color, specific garment, accessory, material, silhouette, etc. that a lot of consumers and brands alike wear or replicate. Trends can be based on several factors including location, any form of media, politics, etc. Historically speaking, trends tend to reflect the current state of society and its events. However, now trends tend to borrow from popular trends of previous decades and modernize them to match today’s styles. Since fashion is ever changing, so are trends at any given time.
Photo: Venturelli via GQ
Trends are found by trend forecasters, whose job it is to predict trends for the industry based on society at any given time. Sometimes brands will hire a trend forecaster or partner with a trend forecasting firm or agency in order to know what to design next. With the increase in technology and digital means within the industry, it has been easier than ever to predict trends with increased accuracy. Designers of luxury brands will design a collection from trend forecasters' findings, various forms of inspiration, the current climate, etc. that they collect or see. Every designer has a form of inspiration for every collection that makes them each unique and they showcase these new designs at runway shows every season (Spring/Summer or Fall/Winter). Some brands even showcase their designs outside of the traditional seasons or have a Resort or Pre-Fall collection depending on the brand and its visibility.
Photo: Venturelli via Grazia
These shows are highly publicized with multiple celebrities, photographers and various media platforms attending and talking about the runway shows. This allows the shows’ garments to be seen and talked about more by people outside of the industry, including other brands. The amount of good press and celebrities at a runway show affect how the public will perceive a collection. Popular garments from these shows are seen by more affordable fast fashion brands and the designs copied then sold to consumers. Since there are a lot of affordable fashion brands globally, this allows these popular garments to be seen even more and grow in popularity. After other brands get ahold of these garments, they are soon seen everywhere online, in shops, malls and on social media.
Photo: Kevin Tachman via Vogue
Another way trends are created or popularized is through street style, which is outfits people wear on the street during their day to day activities. This allows people just living their lives to start or create new trends, which shows how anyone can be influential in the industry. Celebrity street style is a special case because celebrities have always been influential on the general public. The average celebrity has a big fan base and they are able to gain more popularity through their fans. Many people look at what outfits celebrities wear and what brands they are wearing so they can replicate or imitate it for themselves. This allows any brand or garment that celebrities wear to instantly become a trend or grow in popularity.
Photo: Gucci via Vogue
Lastly, a new way trends are made is social media. Social media has become a new aspect of creating trends with the help of influencers. Influencers and fashion bloggers often partner with brands to urge their followers to purchase the clothing that they wear with affiliate links or discount codes that they can use. This is smart marketing because customers see influencers as more trustworthy and approachable than big brands so they will be more likely to buy something if their favorite influencers recommend it. These are win - win situations because brands get more customers, customers get new clothing and influencers get paid for their sponsorships. This also allows the fashion industry to be more inclusive because influencers can be in various sizes, shapes, etc.
Photo: Imaxtree via Fashion Magazine
How fashion trends are created have changed since the rise of technology and social media. However, the influence of luxury fashion brands and celebrities still remains strong when creating new trends. Fashion trends have more influence over younger demographics or generations, however, they still impact everyone. They tend to change at any given time and almost always. Trends make the fashion industry and will continue to in the future so it is important to know where they come from and how they are created.
