4 minute read
Influences of trends
Political culture plays a critical role in fashion industry. Political change is a reflection of today’s fashion. Most of the political events and laws are affecting fashion in a way of creating fashion trend. Considering the relationship between fashion and politics, it is possible to notice how fashion is not only a matter of aesthetic. Within political references, we can see how fashion can make a change. Fashion is a reflection of current or historical events therefore it associates with today and past‘s politics. A great example is the terrorist attacks that took place in the United States on September 11, 2001. It was one of the most tragic political events of the society. This catastrophic event caused horrific consequences which related to political influence. Naturally, trends were also revolutionized as fashion has taken over the mood of the society. In the collections of the following season designers unintentionally used military themed details, armours resembling silhouettes. It is hard to say that 9/11 attacks made a direct influence on fashion industry as it should not be considered as inspiration for fashion designer to forecast the trend. However, after 9/11, fashion designers decided to embrace this challenge and tried to convey the significant loss and depression into a form of fashion trend. Because of this, a trend can be considered as a form of communication.
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Fashion editorial for American Vogue November, 2001
Not only political events make a huge impact on fashion trends. They are also driven by the political figure, who might play a critical role in forecasting the fashion trend. Looking back into 1960s, First Lady Jacqueline Kennedy was a fashionable icon, who led a formal dressing trend. By wearing a Chanel suit, a structural Givenchy shift dress or a soft colour Cassini coat with huge buttons, it created her elegant look and led a delicate trend (Kingdom, 2017). Such a significant look continue influencing designers till nowadays. As an example, Moschino Fall/Winter 2018/2019 collection was inspired by the iconic look of Jacqueline Kennedy. Jeremy Scott, the creative mind behind the brand, came up with his own concept but outfits reflected a classic style of 1960s icon.
Fashion trends can ‘‘originate in a particular social group, trickling up from the streets or trickling down from top designers, or move across all social groups simultaneously’’ (Kim, Fiore & Kim, 2011: 35). In order to understand a fashion trend, it is important to be aware our social-cultural surroundings.
SOCIAL MEDIA
It is not a secret that generation Z seeks for inspiration on the internet. According to this, social media has made fashion and style even more accessible in recent years, with millions of photos and videos being shared throughout all the most popular platforms every day. Consequently, this is undoubtedly driving how consumers shop and what they are wearing. Fashion bloggers have become a key part of informing consumers of the latest styles as well as promoting brands. Instagram is one of the most popular social media platforms providing instant visual content sharing and this way contributing to fast trend spread. Influential consumers such as bloggers are creating trends on Instagram with only a one post share showing off a new product. ‘‘Bloggers and tweeters are becoming even more important as they provide consumers with an inside look into latest trends and styles’’ (Nicholis, 2010).
Lifestyle and trends are strongly influenced by social-cultural changes, such as modernization, technological innovation and artistic movements. It is essential to highlight that trends are made by people, who on different levels get involved with different artistic environments. As shown above, well-known Italian blogger and influencer Chiara Ferragni is wearing Dior statement t-shirt, that says ‘‘We all should be feminists’’, this way showing her support to the feminist movement. After images of her and other influential individuals appeared on social media, shirts with political and feminist slogans have instantly been sold by high-street retailers.
Advertising and all forms of print media has always had a huge influence on fashion trends. However, it is widely known that print media is facing an uphill struggle due to an increasing competition with internet and digital platforms. Although magazines are not as fast paced as the internet, they are still one of the key sources of inspiration to forecasters, designers and consumers. Print publications portray current styles through a wider and deeper analysis while offering high-street alternatives to the catwalk trends. Print media was always an irreplaceable tool for fashion to communicate newest ideas in a fairly sophisticated way. Therefore, magazines still play an indispensable role in creating the mystique that sustains the fashion process (Hepworth, 2014).
