Fashion Week and the Trend Cycle
For the last two years, many of us have spent the vast majority of our time sitting in lounge sets, old high school t-shirts, and gym shorts, taking any opportunity to overdress for mundane experiences in an attempt to “feel something”. Many cities across the globe have spent the last 24 months in a perpetual cycle of lockdowns, creating a rather restricted existence. One of the more interesting, albeit privileged, consequences of this is how it has impacted our individual sense of style, and more importantly the creative outlet that is getting dressed each morning.
With the surge in TikTok usage and the over saturation of folks getting into the content creation/influencing sphere, we have seen a dramatic uptick in microtrends. Some examples that we’ve seen in recent months are chunky acrylic rings, dramatic cut out details, bold patterns, coloured denim, and the return of Y2K fashion. Brands like House of Sunny, Poster Girl, and I AM GIA, saw specific pieces of theirs go viral through the influx of OOTDs and “get ready with me’s” from big-name influencers. Due to this quick overturn of microtrends, we have seen a major increase in the purchasing of fast fashion to partake in these trends; brands such as Shein, Pretty Little Thing, and Zara all come to mind. While we recognize that fast fashion is more affordable and accessible, there is something to be said about the problems that arise with mindlessly participating in trends by purchasing an item that was unethically produced and will only get worn once for an Instagram photo.
With the world slowly but surely opening back up, many of us are excited about the possibility of rediscovering our personal style and the opportunity to get dressed with a purpose again. From February 11-16, New York City welcomed designers, fashion houses, and brands back for NYFW to showcase their Fall/Winter 2022 collections. If you’re anything like me, for the last seven days my social media has been inundated with NYFW ootd looks, “mini vlogs: attending New York Fashion Week”, street style dumps, brand parties, “hot takes”on the collections released, and pr drops. There is something inherently magical about fashion week. I am absolutely a sucker for a killer runway moment, and the excitement that comes with a sneak peek of what our future grwm’s might look like. Fashion is one of the most basic forms of personal expression, and is a way for us to celebrate who we are at our core.
The introduction of every Fashion Week signifies the beginning of a new trend cycle. We’ve all heard the saying that there is a big difference between being trendy versus fashionable, and while there is nothing inherently wrong with either one, as we collectively come out of hibernation we want to encourage everyone to be conscious of making mindful and informed choices when it comes to your clothes and consumer habits.
Do you actually like the piece, or are you just participating because you have seen it 293848 times on your Instagram feed this week? Fast fashion is popular for a reason; it is much more affordable and accessible to the average person, and shopping from slow fashion brands is not always an option based on a variety of factors. We are all contributors to this cycle, but something I like to remind myself of is “know better, do better”. Some ways to do this is by shopping second hand; it is actually quite easy to find versions of “trends” at thrift and vintage stores, and this way you are also guaranteed to have unique, one of a kind pieces in your closet. Other examples would be sharing clothes with friends, flipping items you already own, and setting a strict budget/schedule for when you allow yourself to purchase new clothes (specifically from fast fashion brands). The fashion industry is responsible for “about 8-10% of global carbon emissions, and nearly 20% of wastewater.” (Ro, 2020, para. 4).
While the onus of the climate crisis falls on the shoulders of a handful of corporate giants, it is still up to us as individuals to ensure we are doing our part in some capacity (and every little bit counts!). It won’t be long before we start to see fashion week creep into the fast fashion industry. Dupes and thinly veiled “inspired by” pieces will pop up in stores frequented by those of us in the average tax bracket; when we make our purchases let's make sure we’re doing it with our planet (and the underpaid folks who made it) in mind.
Works cited:
Ro, C. (2020, March 10). Can fashion ever be sustainable? BBC Future. Retrieved February
16, 2022, from https://www.bbc.com/future/article/20200310-sustainable-fashion-how-to-buy-clothes-good-for-the-climate