New Year: New Trends

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Candid Copious Circular

{edition 9}

Trends are constantly coming at us, especially nowadays,
I'm sure you have asked yourself, where do trends come from?

Pre-social media, trends were set by the gatekeepers of haute couture and they were influenced by world events, the patriarchy, and pushing a different silhouette from the previous decade {in the 19th century, trends lasted 5-10 years.} Consumers were not in the habit of buying new clothing every year. When they did buy, they were investing for the long term.

For decades it flowed like this: Couturiers created their collections, the social elite bought and wore them, and designers would copy and rip off these designs. Not much changed for over a century.

From left to right:

1) The 1910 Hobble Skirt was designed with a tight hem around the ankle, to limit women's movement & speed.

2) The 1930 Bias Cut Dress was popular throughout the Great Depression. While Americans suffered, they escaped to the silver screen and this long and lean style was beloved by Hollywood Starlets.

3) The 1950 "New Look" created by Christian Dior showcased a nipped-in waist, structured bust, and voluminous taffeta layered skirt, which was the antithesis of the wartime silhouette and was sought after by all.

Trends: Post Social Media

1. Trends might seem like new things that spawn at a whim through social media, but they are a powerful and carefully orchestrated tool for companies to get you into an endless buying cycle. The biggest change to trends post social media is the speed at which they are thrown at us.

2. Fast Fashion brands no longer need to wait to launch their knockoffs at you, they can build and develop trends and get them to you through online ads, influencers and even their own apps. Shein has created the ultimate trend, making their #sheinhauls so coveted that it has everyone wanting to show off their multiple purchases.

3. Impulse buying is a core part of trends. Especially during the holidays, companies will sell and promote harder for certain items, trying to capture your money while they can. Think of the InstaPot craze of 2018. You might have felt out of the loop if you weren't cooking with one, but just because everyone is doing it, doesn't mean you have to!

4. Trends are becoming faster and faster to drive up revenue. Think of Levi's, a leader in the jean world, announcing in 2020 "Death to the Skinny Jean." Companies aren't happy to let styles trend for years, they need to create them, then kill them to compel you to buy more.

5. One thing trends have in common pre and post-social media is they are sexist. Companies are still targeting girls and women at a greater rate than men, making us always feel like what we have is never good enough.

6. As trends have risen, so has star power. Celebrities are a powerful marketing tool and companies both big and small will pay top dollar to have their products worn by the biggest names. Much like the couturiers of the past, brands use stars to drive a new silhouette or product to the masses.

7. But one thing all trends have in common...
THEY AREN'T IMPORTANT.

Style > Trends

Change is a part of our DNA, the same goes for trends.
Consumers have an urgency to buy more as they become bored with the "same," sending a clear message to brands to act on constant trends, but don't forget this is the cycle we are born into, and it is on us to make a change!

We must develop our style. In our homes, our wardrobes, with our buying habits, if we know our style then trends cease to affect us.