When fashion is mentioned, it’s impossible not to envision the ever-evolving trends that captivate the masses. And as we know fashion trends cycle, what’s old is new again with each passing season. But where do they come from and how do they start? And if we all have different styles, why do trends work on all of us?
Let’s start by defining what is a trend:
A sensation that happens at a certain point in time and location that consists of the general acceptance of a particular style or piece. It arises when a color, design element, silhouette, material, pattern, or style gains widespread popularity within a specific timeframe where a majority of people will embrace, emulate, or reproduce a specific look with the trend.
So what’s the difference between fashion and a trend? When we talk about what’s “in” right now, we talk about “trends,” but when we talk about “fashion,” we’re talking about the most recent developments in clothing, hairstyles, makeup, and social norms. The direction in which fashion is evolving and changing is what is referred to more commonly as a trend since it generally is the observed shift in an aesthetic direction.
Let’s look at this on a graph. Classics are introduced and have a steadfast timeless appeal with constant adopters. A long-term trend will age well and have a steady decline. A seasonal trend will span across the Autumn/Winter or Spring/Summer of a particular year. A fad makes an appearance as fast as it comes to be.
There are a great number of influences that have an effect on the most recent trend rising, some of which include the weather, political and economic impacts, social and cultural factors, technological advancements, and mainstream media such as films, TV series, or music videos.
Trend Cycle- Determines the length of time that a certain trend or style was prominent.
The five stages of an item’s life cycle are referred to as its “life cycle” and are as follows:
Commencement- When the concept is introduced with the launch of a trend that has widespread purchase with purpose. At the beginning of the 1960s, teenagers began to protest against the fashion and beauty standards of the 1950s, when their mothers were always trying to look like the perfect housewife. This is when subcultures like the rockers, who wore leather jackets and rode motorcycles and listened to rock music, and the mods, who liked jazz and rode scooters and wore lighter clothes, came into being. Mini skirts, high boots, and a straighter body shapes became popular, and women started to want this look. In the end, though, their new clothes showed that they were giving up on old ways of life to create their own.
Other factors then come into play such as traditions, concepts, identity, relationships, and more which then start to create a bigger demand, hence a bigger supply of those products is produced as the trend becomes more common.
Development- The trend is now common and the initial purpose isn’t relevant it’s now standard. Saturated colors were all the rage well into the 1980s thanks to the widespread availability of high-quality color still and moving-image cameras. Everything from the scale of garments and accessories to the proportions of hair and makeup was played to the extreme. The ability to do something different is more important than protest in driving this trend. Glam rock, disco, skinheads, punks, fitness culture, revivalist mods, and many more subcultures all contributed to a diversification of the beauty and fashion industries during this time.
Maturity- The concept is pushed, it’s no longer fresh and people begin to go to extremes. People are still following the trend because it is now a part of the culture, even if they don’t personally like it or if it suits them. For example, the mini bag had a steady increase until the year 2020, followed by a dip in 2021. However, in 2022, there was a tiny decrease seen, but the mini bag managed to regain popularity, ensuring its continued existence by going even smaller and evolving into a micro bag. The initial intent of the bag has been obscured and has veered towards an excessive trajectory. Within recent years, there has been a resurgence of larger bags on the runways, particularly around the year 2023.
Although mini and micro bags continue to exist, they have lost their status as trendy fashion items and are now regarded as standard offerings in the product catalog that will cycle back and the opposite trends in contrast.
Decline- The concept begins to be phased out and countercultures emerge in reaction to the standard with a wish to look another way. We see a huge mix of past styles in the early 2000s. Pop culture can be found everywhere, from television to the now-common internet access. People are absorbing a lot of media and becoming influenced by a variety of sources at this time. Many pieces that previously worked as part of larger outfits began to be worn separately. That is why it appears to be mismatched to us. The internet is becoming increasingly influential, and as we become accustomed to this influx and access to information, the novelty fades, and we see a decline of this early 2000s look settling into a diverse range of styles with people feeling the need to fall under one label.
Obsolescence- The trend dies out and new trends typically of the opposite nature will take its place. As society evolves, such as values and beauty standards, fashion will reflect this.
As a last point to consider, trends may sometimes become outdated when something new emerges to take their place. This is a common occurrence in the world of technology; for example. Radio was all the rage prior to television but now exists in a different way. It is still used, but not to the same extent. Rather it has evolved to survive.
A trend begins to be widespread and people buy it, it serves a purpose for that era because of the environment and societal norms. Today’s societal and political climate is reflected in the fashions we see. At the thought of activism, most think of social movements, rallies, and organizations coming together to evoke change, but fashion designers and their brands also hold a lot of influence within society even if the public does not recognize them as the source. The breadth of its social impact can capture an era and serve as a barometer of the times. The fashion industry has been instrumental in shaping and advancing social movements, particularly in regard to issues of power, identity, sexuality, and broader social and cultural debates.
Fashion trends are so often born on the runway. It’s not unusual for fashion houses or celebrities to set the trends. But in the end, it is the rest of the population that makes the trend widespread.
Aesthetic values favored in the world of high fashion will shape the look to the general public in due time. For example, in the 1950s designer Christian Dior developed the widely acclaimed New Look, after a prolonged period characterized by military and civilian uniforms, limitations, and shortages. The aesthetic attributes of this particular manifestation were defined by elements associated with femininity and opulence. Subsequently, it became attainable by a broader demographic outside the affluent, hence giving rise to the emblematic portrayal of the 1950s homemaker. They wanted to feel high-end and fashionable like the high fashion of their time.
However, the fashion industry isn’t the only source of inspiration and innovation for the world of style. fashion exhibits a flow that is not just limited to a downward direction, but also extends in an upward trajectory.
It is not uncommon for members of the bourgeoisie to learn about a political or social movement that was initially popular among the working class and as we know style is self-expression and a nonverbal visual communication. Aesthetics from socioeconomic groups that have traditionally been seen as occupying lower social strata have had a significant impact on the fashion scene. For example, during the 1990s the sector of high fashion exhibited a marked inclination towards exclusivity.
Concurrently, the economy experienced a downturn, resulting in a considerable number of young people facing financial constraints that tampered with their ability to acquire basic necessities such as a home, much alone stay abreast of the latest fashion trends. The grunge aesthetic and the emancipatory messages in the music of bands like Nirvana, Soundgarden, and Pearl Jam also had a significant impact.
They responded by rebelling and starting their own trend, which eventually became an integral part of mainstream culture. Distressed shirts and jeans were common, as were chokers, messy but stylish hairdos, flannel shirts, combat boots, and high-top sneakers were all the rage coming out of the glamorous over-the-top supermodel era.
However, the nonconformist style has seen an unforeseen increase in the glamorous. In the spring of 1993, Marc Jacobs, employed as a designer at Perry Ellis, showcased a collection that effectively merged the grunge aesthetic with luxurious materials pinning the grunge aesthetic to the 90s.
A scholarly publication by Marjolein van Baardwijk and Philip Hans Franses in 2010 demonstrated a negative correlation between hemline length and market conditions within the field of economics. The study conducted a quantitative analysis of hemline data spanning from 1921 to 2009, revealing a correlation between favorable economic conditions and the subsequent emergence of shorter skirt lengths within a timeframe of three to four years.
We live in a time where trickle-up is far more common because of social media in stark contrast to the past. Gone are the days are waiting for the next issue of our favorite magazine to see what to wear for the next season and hello to the days of looking at a screen to know what to wear today.
The success or failure of a trend is often determined by its visibility and acceptance on social media platforms as content creators now possess the ability to not only steer but shape consumer desires at a moment’s notice before an editor gets the moment to sign off on a piece.
Keep in mind that not all consumers are driven by their own ideals and values. There will always be a portion of your clientele that is influenced more by factors such as current trends, societal standards, and social media. They value the concept of community and acceptance more than individuality, hence a trendy look is a marker of social success. Before using this information to predict consumer behavior and launch on-trend products, marketers must first determine who or what is driving a trend.
This leads me to the next point of how beauty standards are set culturally and enforced then a trend is promoted in unison to achieve the standard. I previously have done a video about the dangers of buying into an aesthetic in the name of self-care if you are interested more on this topic. We develop idealized versions of ourselves through the reinforcement of a trend, clothing, and learned style skills. Our natural tendency is to seek reinforcement and confirmation of our ideal image from the world around us.
Typically our ideal image is formed through the trends we saw in adolescence and our reactions to them in unison with the modern trend’s relationship to our identity now.
For instance, I prefer to wear low-rise everything while my friend can’t stand it because we had very different experiences during that trend cycle. We both though have aged past a point where certain trends created from youth culture for applicable to us because of our generational belief system.
Designers can contribute to continuing dialogues by redefining previously conceived notions by producing new ones through their work or making room for the development of new conceptions they construct. This can be seen within fashion campaigns, advertisements, stores, social media, and runways. Collections can be more time-oriented and are a commentary on the current social or political climate.
In most contexts, the term “fashion” is used to denote the accepted norm. Fashion is a means of self-expression; it communicates to the world who a person is or wants to be. Developing your own look incorporating elements of many different identities. For instance, a child who does gymnastics and goes on to become a nurse in adulthood still holds past traits garnered in childhood that set their look apart from other nurses.
In today’s culture, where trends come and go so rapidly, it can be challenging to stay on trend. Trends can help us stay current. It’s possible that someone’s “trend” is another person’s “staple” or “statement piece.” The difference between vintage and after-the-fad is in your own eyes to determine. Having your own unique sense of style will always be fashionable.
While trends come and go as we evolve, society’s core values—its beliefs, traditions, and culture—tend to endure such as at Christmas time you wear red and formal attire to a wedding. What you wear communicates who you are and where you stand in this. The most basic function of fashion physically is to cover our bodies, psychologically it’s our second skin. Trends play the role of elevating this whether you are simply taking part in sporting a trend or setting on yourself.
