As an expert in the fashion industry, I have seen firsthand the power of influential people in setting trends. From the runways of fashion weeks to the streets of everyday wear, these individuals have the ability to shape what we wear and how we wear it. In the past, trend forecasters relied solely on what they saw at designer fashion shows. However, the fashion industry is much more than just high-end couture and designer fashions. It encompasses everything from design and manufacturing to distribution and marketing.
And in today's digital age, influencers play a crucial role in promoting and setting new trends for fashion brands. Names like Caro Daur, Emili Sindlev, and Helen Owen may not be household names for everyone, but in the world of global fashion, they are some of the most influential personalities. These individuals have a massive following on social media platforms and are often seen as ambassadors for various brands. By collaborating with these influencers, fashion brands can tap into their large audience and set new trends with their help. But what exactly is the DNA of trends? 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. As experts in the lifestyle industry, they have a deep understanding of how trends are born and evolve over time. According to Gade and Varga, fashion trends start when a color, product, silhouette, pattern, material, or style becomes popular in a specific period of time.
These trends go through a life cycle of five stages: introduction, rise, peak, decline, and obsolescence. The introduction stage is when a trend is first detected, while the rise stage is when it becomes popular. The peak stage is when the trend is at its height, and the decline stage is when it starts to lose popularity. Finally, the obsolescence stage is when the trend is no longer considered fashionable. But what drives these trends? As with the example of the pandemic, throughout history, fashion trends have been influenced by changes in culture, technology, and economic and social conditions.
These events shape what is considered fashionable at a particular time and place. And while celebrities and high-profile individuals have always had a significant impact on fashion trends, today, social media influencers play a crucial role in shaping what's in and what's out. In the past, magazines were the primary source for reading about trends. But with the rise of social media, influencers can now address consumers' needs and desires directly. They can inform their followers about upcoming trends before they even hit the runways or magazines.
This has changed the game for fashion brands, as they now have to keep up with not only what's trending on the catwalks but also what's being promoted by influencers.Once a trend has been established by influencers, it quickly makes its way into mass markets and big fashion brands. They start producing similar products to meet the growing demand for that particular trend. This is when we see trends becoming more mainstream and accessible to the general public. And as one trend rises, another one declines, creating a constant cycle of new and old trends. But not all trends are created equal.
Some have a more significant impact and last longer than others. These are known as megatrends and can last anywhere from 30 to 50 years. They are often influenced by significant cultural shifts and have a lasting impact on society as a whole. So who really sets trends in the fashion industry? The answer is not as simple as it may seem. While designers and fashion houses play a crucial role in creating and showcasing new trends, it is ultimately the influencers and consumers who have the power to make them popular.
And with the rise of social media, this power has shifted even more towards influencers and their ability to reach and influence a large audience. In conclusion, the fashion industry is a complex and ever-evolving world, with trends constantly coming and going. But one thing is for sure: influencers have become a driving force in setting these trends. Their ability to connect with consumers and promote products has made them an essential part of the fashion industry. And as long as there are influencers, there will always be new trends to follow.
