Is the Fashion Trend Cycle Disappearing?
Remember when leggings and plastic chokers were all the rage in the last decade but now are considered outdated and ugly? Well, I’m here to tell you that they will be back whether you like it or not. For many decades there has been an understanding of the fashion cycle, the way in which styles come in and then out of popularity, but something odd is beginning to happen in the fashion world. The trend cycle is disappearing. But, to figure out why we need to truly know what the fashion trend cycle is.
What is the fashion trend cycle?
To understand the fashion trend cycle we first need to know that a fashion trend occurs when a particular item of clothing, fabric, colour palette, silhouette or other new style rises in popularity, being seen on runways, red carpets, social media and Susan down the road.
It has generally always been said that the fashion trend cycle works on a 20-year turnaround, meaning that trends will find themselves back in popularity every 20-ish years. Although the timings may not always be strictly 20-years, we can see from history that past fashion trends always find their way back. Think of the 1980s taking inspiration from the 1940s, the 1970s taking much of their inspiration from the 1930s and earlier Edwardian era. We see this today with the 90s and Y2K fashion being so insanely admired.
Once upon a time, a fashion trend could be dictated by one singular person, you could trace a trend back to its source. The iconic dandy Beau Brummel is said to have introduced cravats to high society in the early 19th century, Dior himself brought long skirts back into fashion in 1947 with his New Look.
Today, trends are less so begun by one person, instead, the entire fashion industry is at play, working to bring what they want to the forefront. Remember the cerulean sweater monologue from The Devil Wears Prada? Miranda Priestly is 100% correct, “that lumpy blue sweater” may be considered frumpy but it was created by a whole host of people, from designers to manufacturers, so that Andy could wear it.
Regardless of the trend itself, there are 5 distinct phases with which all trends will go through.
Introduction
This is where we slowly begin to see the trend come to life in the fashion world. Perhaps this is via a new designer runway show, an outfit worn by a celebrity or a formulated pushed trend by a manufacturer.
Increase
The style starts to gain popularity among the average consumer and first gets its ‘trend’ label. You will start to see it on the racks of your favourite high street stores as well as being worn by social media influencers, increasing the desire from the consumer to wear this particular trend themselves.
Peak
The trend has now reached its highest momentum, its peak popularity. It is the must-have item of the minute. You can’t go into a high street store without seeing it being pushed in front of you. It will be visible on every mannequin, in every advert and in every store.
Decrease
It’s got a bit boring now and a new trend is beginning to enter its own Increase phase, pushing this one out. It’s all got a bit oversaturated, actually turning people away from the trend. While consumers generally want to follow popular trends they also crave a sense of uniqueness, so they turn away from what is considered ‘too’ popular.
Death (for now)
Outdated and no longer relevant, the trend is hung up on a shelf to end its life. But, its life is not necessarily over. You can expect to see it back at some point in the future, although it may not be as popular as it once was. And, once it gains the ‘vintage’ label you just know people will be bathing in its glory!
So, is the Fashion Trend Cycle Disappearing?
The fashion trend cycle has been getting shorter and shorter over the last few years, and it is now at a point where we could see it disappear completely. But why? As with most things at the moment, social media could be playing a major part. The rapid growth of social media has placed a spotlight on the many fashion trends from around the globe, bringing people into the fashion world from the comforts of their sofa. We can browse and shop from our favourite brands online and we have an urge to overconsume. (Trust me, you don’t need a ninth pair of trousers.)
The ability to shop online and view fashion from our mobile phones has meant there is greater global saturation of a trend, and this can have detrimental effects on a trends expected lifespan. Last year the Strawberry Dress was all the rage but after only a few months in the spotlight, consumers grew tired of seeing it everywhere. I mean I didn’t, but a lot of other people very sadly did!
We want to be unique and dare I say it ‘cool’, and wearing the exact same item of clothing as pretty much everyone on social media is not necessarily seen as either of those things. The ability to buy clothes at a faster and cheaper rate has also meant that we burn through clothes at an exponential scale, often only wearing one item for one season before throwing it away because it no longer serves its purpose.
But, even though the trend cycle may be getting shorter, I still believe that what was once popular will always find its way back to the mainstream, albeit in a different timescale than it used to. After all, we all love something if it boasts the label ‘vintage’, don’t we?
