Trends and seasonality in fashion come to an end?

The British house Burberry decided to arrange a large-scale reboot: starting this year, the collections will not be divided into male and female, but will go out simultaneously, a trio from the lines of Burberry Prorsum, Burberry London and Burberry Brit will turn into one brand, and the seasonality with division into autumn / winter and spring / summer will completely disappear. These changes in Burberry have become the most promising news lately, because we suspected they were not just a new approach to the production of things, but a cardinal change in the concept of the brand itself, which will now be more in the interests of customers who (honestly!) Seasons and even more so seasonal trends are no longer so interesting ...

Photo posted by Burberry (@burberry)Jan 4 2016 at 9:15 PST

How the Internet made everyone rethink the idea of ​​seasons

Potential buyers of designer clothes live all over the world - from Alaska and the northern regions, where the thermometer in the winter can easily drop to –30, to the United Arab Emirates and the northern regions of Brazil, where +25 already means “cold” and “this is not summer” ".What kind of seasonality can there be then, if, when we have winter, in Australia and Argentina at this time, on the contrary, does summer come? Due to their centralization in Europe and America, designers have long focused on the climatic zones of these countries, but the online trade that has developed in the last decade has “confused all the maps.” With the advent of online boutiques, where a resident of Australia and Canada can buy at the same time, seasonality has lost its meaning. “The problem is that we are sitting here and expect to see warm clothes in the winter collection, and meanwhile summer is in full swing throughout the southern hemisphere,” Jonathan Saunders, founder of the eponymous brand Jonathan Saunders, notes the paradox.

Photo published by Designer Jonathan Saunders (@saundersstudio)Dec 2 2015 at 10:27 PST

“Today, we need transeasonal things, because 50% of our customers live abroad and their weather conditions certainly matter,” says Ruth Chapman, founder of Matches Fashion online store in London, and advises designers to create collections without reference to climatic zones. By the way, Burberry is not the first brand that refused to seasonality - even earlier, for example, the British label Erdem did it and explained it with the international base of its customers."We deliver clothes to the Middle East, Florida, Russia - all over the world," says brand manager Jennifer Baca. Indeed, why do we need seasonality, if our autumn, for example, is not at all like Californian or Roman, let it be better just things for which we ourselves will find the reason and the weather.

Photo posted by @erdemlondonDec 9 2015 at 9:34 PST

Do we really need so many new products?

Rational weighted answer: no. But the fashion industry is still interested in them in order to continuously profit and "feed" consumers with seductive colors / shapes / cuts / designs with novelties. A few years ago, this game of dressing up, which designers began, and continued to fashion magazines, seemed something fascinating, but today, when shopping came to every home and the largest department store in the world, it turned out in your own computer, from chasing trends frankly tired. In online stores today, in a matter of seconds, you can buy all the styles of skirts that you like and shoes with any heel height, but once you have done this - what will happen next? Designers have to invent micro-brands and engage in "eternal return" of all styles in turn, which we observed in the history of fashion.But the buyer is still bored, and he is not sure that he needs to spend money on the thing simply because of the shape of the collar or because the grunge is back.

Photo published by Farfetch (@farfetch)Feb 14 2016 at 4:03 PST

“People began to buy much less and increasingly go to online stores, but when they come to a regular boutique, they definitely do not want to see what they have already seen. This brings designers to exhaustion, because there is almost no pause between seasons, and you still have to come up with something new in a short time, ”said Linda Fargo, vice president of New York department store Bergdorf Goodman.

“The exhaustion of design resources is obvious (or rather, on the catwalk) - let's see, for example, the latest Gucci collections, which are not different from each other, or the frequent change of creative directors of fashion houses, who just have to surprise at least four times a year battery

The end of trends and the beginning of styles?

We are accustomed to waiting on fashion trends and new ideas along with the change of seasons, a certain hint on what I would wear to feel in one way or another, but still not get wet and not catch a cold. The very concept of trends is extremely attractive,after all, it reflects both the political and social context of society, but only capitalism with its race for instant profit spoiled the whole picture: fashionable seasonality turned into a wheel with a hamster, which unwound to incredible speed, which even the animal itself does not even see .

Photo posted by Gizele Oliveira (@giizeleoliveira)Feb 15 2016 at 11:49 PST

What happens if we level the trends? This is what is happening now - the reinterpretation of the romantic notion of “own style”, which no longer implies the ability to combine something according to canons or, conversely, to destroy these canons, but to be “stylish”.

Now your own style is just you and your closet and no one else. We are discovering the concept of “uniform” - clothing that fits our lifestyle. Unlike trends, a uniform is something that helps, but does not interfere with living.

Trends are large rings that have to be removed because you are typing on a computer all day. Uniforms are big earrings that you wear because you adore ballet bunches, go to work in black tops and white shirts, but secretly sympathize with the style of Spanish Carmen and the pompous and passionate aesthetics of the Dolce & Gabbana collections.Trends are like a novel for one night, when in the morning you don’t even want to have breakfast together, and a uniform is like a best friend with whom it’s good simply because you are soul mates.


Date: 11.10.2018, 21:54 / Views: 65545

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