FASHION & STYLE
EVOLUTION OF A TREND
By KRISTY LEE
Trends embed themselves in almost all aspects of our lives.
All industries feel the effects of some new idea
becoming increasingly or decreasingly popular over time.
But most of the time you hear the word “trend,” it’s
probably associated with the fashion industry. Things
change so quickly in fashion it can be difficult to keep
up. Of course there are the classics, those simple pieces
with much longer lifespans, to offset the Crocs and Juicy
Couture track suits.
Change is an integral part of the apparel market because
fashion is change. We constantly crave the new and
different. We want things that express the way we’re
feeling as a society, and that is also constantly changing.
The apparel industry is more than happy to capitalize
on this and in some cases, will attempt to speed up the
lifecycle of a trend.
But the apparel industry can’t force a trend. Consumers
have to be ready for it. Trends can come from just about
anywhere and manifest in any number of ways. We
look to pop culture and are influenced by celebrities,
movies and television. High culture and low culture (or
subcultures) can be equally influential, with inspiration
coming from things like art and Princess Kate or
skateboarders and Kim Kardashian.
Once they catch on, trends can gradually work their way
into the mainstream or spread through it like wildfire.
True innovators are the ones creating new looks and
ways to wear things, and we look to these people for
innovative ideas. When we see something we like or
identify with, we copy it. Once a trend catches on, the
innovators discard it as overused and move on to the
next idea. When the mainstream tires of a trend, they
discard it and look to the innovators for their next fresh
ideas. We have a perpetual need to simultaneously fit
in and stand out, and this creates a cycle that moves
fashion forward.
It’s not easy to navigate the sea of clothing we have
to choose from without always settling for the basics
or spending way too much money on fads. We want to
express ourselves, fit in, stand out, and in some cases,
be the trendsetter. There is a sweet spot, and it can be
found by recognizing where a trend came from and
how quickly it’s spreading. Some trends have very long
lifespans and mid-level popularity, while others have
very short lifespans with very high popularity. If it seems
like overnight everyone you know is wearing Juicy
Couture track suits, chances are you’ll be looking back
on them with embarrassment 10 years later.
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Photo courtesy of Helle Moos
GAZELLE STL