As a trend consultant in the lifestyle industry, I have been asked countless times about the driving force behind fashion trends today. The answer may come as a surprise to some, as the power has shifted from elite designers and popular clothing stores to a new group of influencers - social media users. Social networks, particularly TikTok and Instagram, have become the catalyst for starting and popularizing fashion trends. These platforms not only allow for quick and widespread dissemination of trends, but also give everyday people the ability to influence and shape what is considered fashionable. Celebrities still hold a significant amount of influence when it comes to fashion trends. Their every move is closely watched and emulated by their fans.
But what exactly makes a trend? Where do they come from? How are they implemented and when do they end? To answer these questions, I spoke with two trend consultants, Anja Bisgaard Gade and Christiane Varga.
Why Do Fashions Change?
The simple answer is that people change. As time goes on, new ideas and styles replace old ones. Popular culture plays a major role in influencing fashion trends, with athletes, musicians, movie stars, social media personalities, and even royalty all having an impact. We also take cues from what we see in popular movies, TV shows, online videos, books, and music.And let's not forget about the power of advertising in the fashion industry.
The Role of Celebrities
Celebrities have long been considered the trendsetters in fashion. From Beyonce's shimmering gold looks to Billie Eilish's oversized outfits, their fashion choices have a major influence on what is considered trendy. Fashion publishers attend fashion shows and spot trends on and off the runways, then share them with the masses through editorials and articles. These publications not only inform us of what's in style, but also suggest what we should be buying each season. But it's not just traditional media that is shaping fashion trends.Brands are now utilizing established influencers to promote their products and set new trends. From traditional bloggers to social media stars with millions of followers, these influencers help us stay up-to-date on the latest styles.
The Cycle of Fashion Trends
While some trends may seem to come and go quickly, they often have a way of resurfacing and becoming popular again. This is because trends are cyclical, with old styles being renewed and adapted to fit the current moment. And while not all new trends achieve widespread popularity, the backing of a major brand or designer can greatly increase its chances of success among high-end and luxury brands before trickling down to retailers and fast fashion brands. Social media and influential individuals have also changed the cycle of fashion trends, accelerating their adoption at an unprecedented rate.As we've seen during the pandemic, major shifts in culture, technology, and economic and social conditions can greatly impact fashion trends.
Understanding Fashion Trends
As a reader of Glam Observer, you likely know that fashion is about more than just what's in style this season. And a trend is more than just something we should wear to be considered fashionable. To truly understand fashion trends, we must look at how they start and why some continue to be popular. The first stage of a trend usually begins with a major brand or designer during peak Fashion Week season. From there, it spreads through various channels such as magazines and social media, with fashion bloggers playing a major role in creating and sharing new trends with their large followings. While all trends are connected in some way, there are also megatrends that have a much longer lifespan, lasting anywhere from 30 to 50 years.And while fashion houses, magazines, and end users were once the main channels for spreading trends, social media has now become the primary platform for discovering and sharing what's in style.
