As a fashion expert, I have witnessed the cyclical nature of fashion trends for years. It's a phenomenon that never fails to intrigue me - the way trends come and go, only to resurface years later. But what drives this endless cycle? And how do fashion designers capitalize on it? In this article, I will delve into the reasons behind the repetition of fashion trends and how one iconic brand, Clarks, used nostalgia to regain its cultural relevance. One of the main drivers of the repetition of fashion trends is nostalgia. People often associate clothing with memories and experiences from their past.
When a particular style comes back in fashion, it evokes a sense of nostalgia for those who lived through that era and a sense of curiosity for those who didn't. Nostalgia helps fashion designers tap into the emotional connections people have with styles from the past, making them more attractive and easier to identify. The cyclical nature of fashion is evident in the 20-year cycle it follows. As conventional wisdom says, trendsetters are often nostalgic for their childhood, which leads to the revival of trends from 20 years ago. For example, in the 1970s, pop culture revived that of the 1950s with shows like Happy Days and M*A*S*H and the musical Grease.
And 20 years later, in the 1990s, we saw a resurgence of 70s-style singer-songwriters like Juliana Hatfield and PJ Harvey. The return of past trends is not random but rather a sophisticated interplay of nostalgia, scarcity, and psychological comfort. This phenomenon is evident in Clarks' iconic Wallabees, which have made a comeback not just as echoes of the past but as statements of the present.
Why Do Trends Repeat Themselves?
The average time it takes for a trend to return to fashion is about 20 to 30 years. This means that trends from the 1980s and 1990s are back in fashion now. A fashion trend refers to a specific style of attire, clothing, fabric pattern, or accessory that is popular with the public or society over a period of time.But why do these trends repeat themselves?The answer lies in the fashion cycle. A trend is introduced, becomes popular, and then eventually fades away. It is then rejected by the fashion world, and consumers move on to new trends. However, as time passes, these trends start to resurface, and people begin to embrace them once again.
This cycle continues, with trends being reintroduced every 20 to 30 years. Another factor that contributes to the repetition of fashion trends is the democratization of fashion. As fashion becomes more accessible and affordable for the masses, it leads to a wider adoption of certain styles and trends. This means that even if a trend fades away, it is likely to resurface in the future as more people have been exposed to it.
How Clarks Used Nostalgia to Regain Its Cultural Relevance
Now that we understand why trends repeat themselves, let's take a closer look at how one brand used nostalgia to its advantage. Clarks, a British footwear brand, has been around since 1825. In the 1990s, their iconic Wallabees were all the rage.However, as time passed, they lost their cultural relevance and were no longer seen as fashionable. In 2019, Clarks decided to bring back the Wallabees in an effort to regain their cultural relevance. They tapped into the nostalgia of the 90s, targeting consumers who were teenagers or young adults during that time. By reviving a trend that was popular during their youth, Clarks was able to evoke a sense of familiarity and connection to their personal story. But Clarks didn't just rely on nostalgia to sell their shoes. They also made some changes to the design, making it more modern and appealing to a younger audience.
This combination of nostalgia and modernization proved to be a successful strategy for the brand, as the Wallabees are once again a popular fashion choice.
The Changing Fashion Cycle
While the 20-year fashion cycle is still prevalent, it is also changing and diminishing. With the rise of fast fashion, trends from the past are reappearing more rapidly. This is evident in the current trend of reviving iconic styles from different eras, including fabrics, colors, designs, and themes. As a fashion expert, I have observed this change in the fashion cycle over the years. Trends that used to take 20 years to resurface are now making a comeback in just a few years.This is due to the fast-paced nature of the fashion industry and the constant demand for new styles.
The Rise of Sustainable Fashion
With the increasing awareness about sustainability and ethical fashion, there has been a shift towards more timeless and classic styles. The idea of a capsule wardrobe filled with classic items has become a new fashion movement, emphasizing the importance of sustainable fashion over fast fashion. This shift towards sustainable fashion has also affected the fashion cycle. Instead of constantly chasing new trends, people are now investing in timeless pieces that will last them for years to come. This means that trends are not as short-lived as they used to be, and we may see fewer trends being reintroduced in the future.Conclusion
The repetition of fashion trends is a complex phenomenon that is influenced by various factors such as nostalgia, democratization of fashion, and the rise of fast fashion.As a fashion expert, I have seen how these factors play a role in the cyclical nature of fashion. And while the 20-year fashion cycle is still prevalent, it is also changing and diminishing, with trends resurfacing more rapidly than ever before. Whether we love it or hate it, the endless cycle of fashion trends is here to stay.
