I’m not a fashion victim, but I’m always interested in new trends in fashion. Let’s be real, even if I was not, there would be no chance to avoid them in this new era of mass fashion.
I’m talking about the everlasting off the shoulder trend, this spring/summer’s puffy bell sleeves; the tassels earrings; the stripes; the mules; the circle bags; the straw hat and so on…
I’m willing to bet that every fashion blogger you follow, from the It-girls to the local ones, have posted several ootds wearing all of those aforementioned items.
I know about knockoff fashion brands (and buy a lot from them, I’m sorry it’s not ethical, but I can’t afford to spend 500$ for real leather mules) which democratized high fashion but I still can’t help to throw numerous WTF about how different brands all over the globe sell exactly the same designs?!!
Yes, I know we are slowly becoming zombies (who am I kidding, we already are…), our brains only function whenever the bell rings: New IPhone! New social media app! New trend! But still, it’s hard for me to digest these facts.
Who creates trends so hard that not only the trend get to stick but also roll over the globe overnight and decides who’s in and who’s not? What kind of influence is that? Give me that superpower for sure…
I’m pretty sure every born observer has asked her/himself this question.
The inner investigator in me (there is actually nothing to investigate, everything is in plain sight on Google) decided to do some research.
Funny fact: The trends for 2020 are now being decided in 2017 by a serious team of trend forecasters.
In short according to journalists Kate Schweitzer and Krystina Gustafson, a team of professionals from the trend forecasting agency (WGSN); 2 years prior to a trend, begins the process of what’s called “trend days” in London!
This is a team comprehending professionals from different backgrounds and countries (historians, marketers, sociologists…)
- They share ideas.
They’ve been tracking global changes (social, political, environmental…).
An example: The strengthened political relation between The Us and Cuba inspired the vibrant colors and palm trees trend that you’ve been seeing around a lot.
- They research the raw materials, depending on what’s happening with the environment.
- They study the color theory.
There are organizations entirely dedicated to color such as Pantone that predicts color trends (Vibrant colors 2013-2014, Soothing colors 2015-2017).
- They gather all the information and look for the most relevant ones.
An example: The rise in active wear designs is inspired by the rise in active technology.
- They apply the trend to fashion and predict how the designers (high profile) could apply it to their designs with mood images, print/color direction; and fabric recommendation.
- The fashion trend hits the runway.
- The fashion trend reaches the mass with social media and fast fashion.
- The fashion trend is promoted by fashion magazines, celebrities and fashion bloggers.
- We buy the fashion trend.
- The fashion trend is out.
99.9% of the time, the trend forecasters’ team always get it right! Isn’t that something?
These are the people that choose our wardrobe!
I find it very humbling to think that even if you call yourself the sh**t in fashion, you’re choosing in what’s available; you’re not bringing anything new to the table.
So, what’s the new way of being original in fashion now? Making your own designs? (If you got the resources and time, why not?), Mixing vintage with new trends? Or maybe we just keep swimming with the crowd…
I personally am not going to lie, if a trend speaks to me, I embrace it with all my heart.
I don’t mind being perceived as a copycat, I know I’m original on the inside ;)!