Are You Unknowingly Following Trends?
MAJOR FASHION NERD ALERT: Settle in for a mini masterclass in Fashion Theory and be ready to sound really smart to your friends.
We’ve all heard of trends; in home design, food, and especially in fashion. The history of how trends develop goes way back and we’re going to explore a bit of that, but with the access and technology we have today, the proliferation of a trend is exacerbated (see I told ya, nerdy!).
Let’s dive in and determine: What are trends? Are you unknowingly following them?
First, you have to know, in the last 20 years the way a trend develops and plays out has totally changed. With the introduction of Fast Fashion, and the access we have at all times to see what others are wearing across the globe, things have become a bit wild. We now have micro-trends and hypercycles.
I know, its already overwhelming, so let’s go back to basics for a moment, shall we?
First, Some Definitions:
Trend: Trend refers to what is popular at a certain point in time in fashion. Either trickling down from high fashion, or bubbling up from street fashion culture.
Micro-trend: Micro-trends rise to popularity quicker and leave the trend cycle faster. A concept exacerbated by social media and technology.
Timeless Style: A style that can withstand the test of time, and is a steady constant in fashion.
The Traditional Trend Cycle:
Image via Mood Fabrics
Traditionally, a trend would follow the above pattern. How about an example from the late 90’s into the early 00’s? Low rise jeans. Don’t run away, it’s just an example.
These low slung, underwear revealing pants were INTRODUCED by luxury and high end designers like Alexander McQueen, and Tom Ford at Gucci in the late 90’s. The trend was picked up by people of influence like Paris Hilton, Britney Spears, and others, which lead to mass production. With the style available at a more accessible price the CONSUMPTION began to increase. The trend PEAKED in the early 2000’s, the market became oversaturated, and the DECLINE began just around 2008 as Skinny, high rise, jeans came into focus in the fashion lens. By 2010 low rise jeans were essentially OUT-OF-FASHION. As you can see, this trend lasted several years before it reached its obsolescence phase. And now, they are back again… don’t shoot the messenger. How trends come back in style we will save for another day.
Whereas previously a trend could last 5-10 years, the current trend cycle is moving at a much faster rate these days which gives us micro-trends, or trends that pop up quickly and basically run through that above cycle in one season, or less than a year.
So, are you following trends? Most of the folks I work with almost always say they do not follow trends and instead just want to have timeless style that withstands trends. And I love this sentiment and agree. There are so many styles, silhouettes, and garments that stand the test of time. However, we are ALL almost unknowingly following trends.
Once a trend gets to that mass consumption stage, it means we are seeing the trend everywhere: Instagram, on people in real life, Pinterest, TV, and in stores ranging from Target to Neiman Marcus. Another result of our fast paced, technology driven world is the ability for a brand, or retailer, to copy, recreate, and disseminate a trend to their audience.
A brand like Target can see what is happening in street style or on the runways, take aspects of it, or flat out copy it, make with cheaper materials, and mass produce it, with a very quick turn around time. That trend is now available everywhere. Then you walk into Target to get a candle and end up purchasing something from their clothing section that is probably a trend they jumped on… and you were just there for a candle.
How Do We Know If Something is a Trend, Fad, Microtrend or Timeless?
Don’t be ashamed if you don’t feel like you can easily determine this. Trend forecasting is a whole career, and actually quite scientific, so YOU do not have to feel responsible for knowing. But, having some insight could save you from investing in one area too often.
Remember, fashion trends are influenced by culture and oftentimes a response to what is happening environmentally, socially, economically; even what is popular on TV(streamed shoes), or movies. Example: the athleisure craze and trend took off as a response to a desire for a more comfortable and casual lifestyle.
If something is going to move from micro-trend to a longer lasting trend, or a timeless piece worthy of purchasing, it needs to be flattering on a variety of body types, accessible to different budgets, and not so wildly out of the norm that a large percentage of consumers won’t easily try it. Example: low rise jeans are a trend but the majority of people do not find them flattering, or like the way they look, so that is trend you most likely won’t want to invest in.
If you are unsure, it is safe to stick to styles that have come back in style multiple times across decades, or seem to have never left. Example: Black pointed toe flats or pumps, a white button down blouse, a brown belt, dark wash denim in a cut you feel good in.
Trends are not inherently bad to invest in, but my advice to those of you who are more trend conscious and want to be up to date? Purchase trendy items secondhand, or just resist the urge for the sake of sustainability. Or, try to identify a trend that will last a few years as opposed to a few months. Remember, a great sense of personal style communicates far more than an ability to just follow trends.
So, what do you think? Do you believe you have been unknowingly influenced by trends even when you’ve been avoiding them? Do you love deep dives into the fashion industry like me?
xx,
MFF
Meghan Forest Farmer