How is it that certain colors, styles, and patterns are fashionable in a given season while others aren't? Who decides what's in trend, and can fashion be immune to them? Below, we answer the question of where trends come from and explain why it's not worth blindly chasing them.
Trendsetter or trend-watcher?
It would seem that the greatest influence on what the so-called street looks like is exerted by trendsetters – people who know what is currently fashionable and wear clothes that are “in fashion” before everyone else.
In reality, trendsetters rely on phenomena previously described by trend watchers. Contrary to appearances, trends don't emerge spontaneously, based on an idea emerging from a designer's sudden burst of creativity. Nor are they arbitrarily created, in isolation from other aspects of life. Real trends are, in fact, the result of thorough market analysis, the current global political and social situation, and real consumer needs. As you can see, their creation involves a whole, and not a short, process! A process thanks to which the most eminent trend watchers in the industry can predict what we'll be wearing not only in a few months, but even in a few years!
A few words about the emergence of trends
What exactly does the trend-setting process look like? The starting point is usually a brand's need for analysis, which is a significant aid for designers. This allows them to predict which items will be popular among consumers. After a brand requests the relevant research and analysis from a trend watcher, the specialist will review a series of reports on topics including economics, statistics, and research. The research will conclude with an in-depth analysis and drawing specific conclusions. The forecast prepared by the trend watcher can be helpful not only in creating new collections but also in broader strategic actions, including decisions about potential expansion into new markets. The fact that major clothing brands have begun informing their customers about the use of recycled materials in production in recent years is no coincidence – it's a trend resulting from increasing consumer awareness of environmental issues and the belief that the fashion industry can be more environmentally friendly.
Where do fashion trends come from? From need!
Another good example of how true trends aren't just about sophisticated styles and unique solutions is how clothing store selections have changed during the pandemic. Before spring 2020, finding several different pairs of tracksuits in the first local chain store wasn't easy, let alone finding comfortable yet stylish clothes for lounging around the house . Today, virtually all major fashion brands have dedicated sections with clothes perfect for remote work or simply relaxing on the couch—this was unthinkable just a few years ago! Comfort is a trend that definitely won't go out of style anytime soon. Proof of this is the fact that one of the most popular footwear styles this spring is... hiking boots. We pair athletic footwear with everything these days—not just tracksuits and jeans, but also suits and dresses. Danish women are masters at this, thanks to whom this trend has begun to catch on in other European countries.
Trends and the fast fashion segment
How do the trends forecasted by experts relate to the activities of fast fashion companies, which release dozens of collections annually? Trends that we first see on the runways of the largest fashion houses later find their way into the collections of popular clothing stores. Large fast fashion companies, however, rework specific trends in many different ways, producing hundreds of items based on a single trend. This is how fleeting trends emerge, disappearing from the racks after one or two seasons at most. Such clothes are usually characterized by difficult-to-wear styles, cuts that flatter only a few body shapes, or models that are difficult to pair with other wardrobe items. In contrast, so-called megatrends are long-lasting and practically never go out of style. Patterns like polka dots or checks are less visible in some seasons and more so in others, but there's no doubt that they will probably never become demise .
Clothes that are resistant to trends
Can fashion ever be immune to trends? Absolutely! At ANSIN, we focus on timeless cuts and colors that never go out of style. And because we sew our clothes from high-quality materials, our clothing will stay with you for a long time! We'll help you create a foundation for creating your own individual style. One that will always let you know what to wear! From the very beginning, we've encouraged you to consciously build your wardrobe – not based on changing trends, but on high-quality women's basics that can always be spiced up with a less classic, currently fashionable item. We also remind you to choose only those trends that you truly like and that suit your style . Don't buy something just because famous influencers are wearing it – if you shop without much conviction, you'll end up with something that will quickly end up in the back of your drawer. Try to choose only clothes and accessories that, despite being trendy, have the potential to stay in your wardrobe for a long time. A basic base and interesting, high-quality accessories are the recipe for the perfect wardrobe!
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