Trends are a funny thing. One second you’re living your life, minding your own business… and the next second, you realize you can’t live another second without a pair of suede knee-high boots in eggplant purple. Print magazines depend on trends, because what would there be to report otherwise? “This season, wear whatever you want… Here are 5 new things you can’t live without (maybe)”. No, it just doesn’t work. My beloved magazines don’t make sense without trends to drive them.
But the UK is always ahead of the States as far as trend reporting goes, and the Guardian is reporting an end to trend.
- Paris fashion week: eight days, 90 shows, a cast of thousands, a budget of millions. And how many trends? Er, none, actually. Nada, zero, zilch. At a push, you could count florals as a trend, but predicting that people may wear floral prints in summer is a bit like forecasting that they will wear sunglasses or eat ice cream. When something happens every summer, it’s not a trend.
With a global climate that has a bad case of manic depression (what do Spring and Fall even mean anymore?), and high-end designers who have realized they need to push the envelope if they want to make any money (otherwise, H&M rips off their designs and their profit), the trend-creation system is collapsing. But trend can’t just disappear. Most of the fashion industry simply wouldn’t exist without it!
So let’s all vote, who are the new trendsetters? Is it the design departments at mega-chains like H&M and Forever21? Are the Gaps and J.Crews going to coat us all in “basics”? Or are we going to take our style cues from the internet non-celebs (think Cory Kennedy) and celebrity super stylists (think Rachel Zoe)?