While trends change every season, one thing that remains constant is the style. Unlike trends, style is considered inherent, and an extension of the individual’s personality.
Personal style is an expression of self and individuality, reflecting an individual’s unique fashion sense and character; trends, on the other hand, are the latest and most popular styles in each season. But the internet revolution seems to have changed things forever and ever!
It would be fair to say that recently, dressing up has been driven by social media and the internet especially on Instagram and TikTok. While some choose to make bold statements through their take on unconventional and eclectic picks, others are safely following the herd! But that’s not all, even clothes from different brands are beginning to look similar and some stores are stocked with copycat designs from others. Trends are more artificially created and accelerated by the needs of fast fashion in every day life like an addiction and the necessity of increasing the top lines continuously.
Homogenisation of both trend and aesthetic standards are some of the ill effects of globalisation and the internet working together, like a team.
In modern society with the surge of celebrities, especially influencers on social media, individuals seem to be influenced by the algorithm more than one another. And soon enough it might even be hard to tell the difference between two individuals’ dressing choices. A few pivotal questions we need to be reflecting upon are – is the internet making us dress the same and name tagging us as trends? Are trends and brands being pushed on us by social media without much thought? LuxeBook dives deeper to get a clear understanding of maestros in the industry.
While scrolling through our Instagram, one gets access to the world of fashion like no other. It has kept us abreast with ongoing trends, be it from the runways or our favourite influencer’s feed. There is an undeniable fondness for fashion trends and virals today. The lines of the fashion world are blurred as more and more fashion trends have become more accessible. This sharing of trends and the ease of accessibility has led to the homogenization of fashion trends.
Be it a millennial or a Gen Z-er, today everyone wants to flaunt their individual style and expression through their looks. They want to use clothing and accessories as a medium of self-expression and authenticity, whether that means going the maximalist route or minimal one, wearing something traditional or contemporary, casual or even weird . And that’s the beauty of it all. The weight of ‘fitting in’ has been so lifted off.
Despite appearing to be separate, personal style and trends are interconnected, with the fashion industry relying on the continual emergence of new trends. However, this has led to the FOMO ‘fear of missing out’ factor, causing people to prioritize following trends over maintaining their style.
At the end of the 1990s, things in fashion started to change a little. Conglomeration accelerated within the industry, computers and the internet were becoming more central to the work – even on the creative side, – trend-forecasting agencies emerged, and their services gained wider popularity and deeper influence. Soon enough, the fast fashion took over, trends surpassed creativity to meet sales targets and innovation took a back seat.” Set aside a few icons of fashion like Armani and Chanel where, despite innovating every season you clearly recognise their distinctive immutable looks and style, nowadays also the big brands have been caught into the trend’s treadmill ! Running and chasing! We see former iconic brands like Balenciaga, Gucci, etc., playing the game of trends and trend setting, very often exponentially increasing their top line (and market value), but then having backlashes and risking losing the identity of the brand.
Moving the focus to the luxury segment, haute couturiers are also feeling highly pressured by fast fashion, which in turn has led to the rise of similar styles and designs. Designers are shifting their focus from spending hours on single and customised pieces and moving towards producing larger quantities. Hence disseminating the concept of how ateliers worked in the early 19th and 18th century. Couture houses are also expanding their range of seasonal collections from simple spring/summer and autumn/winter to pre-spring and resort wear collections, chasing the trends and hunting them. Some have even taken the plunge to introduce athleisure lines like Net-a-Porters Net-a-Sporter line, and others are now introducing prêt collections that can sell off the rack and on other online platforms.
Trends are extrapolated from what’s happening around us. It entails seasonal, cultural and social huge changes. Its why trends are fleeting and varied among people and places. The homogenization of fashion means bridging this diversity gap, and it is a huge gap.
A 2021 investigation by Rest of World found that Shein added an average of more than 7,000 new items to its website every day. Despite the conspiracies behind it, The company generates new garments to capitalize on whatever is trending. To stay afloat, traditional retailers have been forced to become like their fast-fashion competition, fashion nova , pretty little things , lux to kill and so many fast fashion brands .relying more on data and the advice of large consulting firms and less on the creativity and expertise of their staff. Such trend-prediction methods, result in the homogenization of fashion over time. When a designer’s interesting idea is liked, retailers copy designs. With supply chains have become more dispersed and complicated, multiple brands buy from the same supplier and put their own labels, hence one can often find the same clothes in two stores, copycat alarm ding ding ding!
Digitalization has had an exponential impact on every aspect of fashion, and the 2020 pandemic has only propelled the virtual digital push. We are no longer limited to just one format. In-person and virtual realms will continue to co-exist ,Fast fashion and social media have definitely been a catalyst in massifying fashion. Perhaps this is the result of cancel culture and the constant urge for instant gratification,In the past decade alone, social media has managed to quickly revolutionize virtually and digitally, every industry in the world, and fashion is certainly no exception. In the fashion world, social media has brought connectedness, innovation, and diversity to the industry. Instagram, or TikTok for example, functions as a live magazine, always updating itself with the best, most current trends while allowing users to participate in fashion rather than just watch from afar. Social media has also done a number of incredible things for the fashion industry, including creating fashion icons, heavily influencing fashion trends, viral looks, and ultimately reforming the way people dress and shop and how brands market themselves. “Social media has a powerful influence on people’s fashion choices, leading them to follow the latest trends. The FOMO is instilled causing individuals to conform to what is currently popular.It is also interesting to note that although this has paved the way for the uproar of many creative individuals, a new term “influencer looks” has become a popular way for individuals to showcase their styles and promote fashion brands.
They can inspire and help to spread awareness of the latest trends and styles. Influencers look to contribute to the homogenization of fashion and encourage people to conform to what is popular rather than developing their unique sense of style and self expression. I believe that Influencer looks are essential to stay in style, but one should adorn looks they are the most comfortable.
Influencers are doing what fashion editors and journalists have been doing for the longest time but in an easier way. What I love about the “Influencer Look” is that they are getting more and more creative with their styling that’s a fact despite the editing. From a couturier standpoint, a fresh perspective to a garment I have designed, or my vision is always exciting and stimulating to me.The influencers’ incessant posting of the same styles and of shifting brands has helped set the tone. But the brands are to blame much more, they have been caught in this rat race, and they should be the ones to drive virtuous individualistic fashion.
The realm of fashion has swiftly seen the globalization of its own consumer markets at an unprecedented rate given the birth of social media platforms like Tik Tok, Instagram , likee, onlyfans and digital fashion shows. It can be seen in the impact of fashion shows, movies, influencer lookbooks, and social media on personal style, causing people to abandon their unique sense of fashion. Could this, in turn, bring on an era where individuals, from around the world are in essence dressing eerily like one another? A homogenization of fashion so to speak. Would it therefore also not to wrong be to acknowledge the fact that the term “sustainability” in fashion is now being abused or even used?
As the internet brings us closer to the fashion industry and latest trends as well as those within that share our ideals, are we headed towards one large globalized market? Are we all subconsciously working together to develop a homogeneous style in which we all dress the same no matter our location and .region? We’ll leave the answers to you.THIRTEEN.ACADEMY