Where Will Fashion Be in 10 Years
As a fashion influencer, one that works with many brands in the region, I have to say, fashion moves fast. As the world went through a global pandemic, the fashion world had to adapt to the changes brought by the outbreak of the coronavirus. In 2021, however, the year that saw the emergence of the “unprecedented” world has made the industry look positively optimistic. It took a lot of effort and speed to make these changes happen, but it was necessary to keep the world moving.
At the end of the spectrum, it’s hard to tell which direction the industry has shifted, the changes were obvious. Designers canceled their shows, from the red carpets where they were able to show their creations on to the impromptu Zoom sessions and even the fashion weeks that were once grand have been canceled.
Behind closed doors, our attitudes about fashion had shifted. Our desire to get dressed has also shifted. Instead of feeling like we’re being asked to do something that’s already been done, we’re now more open to experimenting and discovering our own style. We no longer feel obligated to show off our clothes to the world. Instead, we find comfort in the company of a pair of joggers.
The world has gotten smaller, so our style prospects are bigger than ever. But, what do we care if something new comes out or not?
The cultural upheaval that we have witnessed over the past couple of years has given us the opportunity to stand up and be counted. This is something that we are no longer afraid to do. Instead of being afraid to speak up, we are now choosing to align with the companies and brands that are pushing for a positive, inclusive, and positive image.
In 2021, what will it mean for fashion? And where do we go from here?
For too long, the endlessness of fashion’s product releases has caused people to feel exhausted. Just landed! Hurry up! New in!
Not just consumers, designers have also been grappling with the moral dilemmas posed by the increasing number of cultural activities and trends. They have also been pushing the envelope by exhibiting multiple collections a year.
In May, the creative director Alessandro Michele one of fashion’s most influential tastemakers announced that he would no longer present seasonal shows and would instead focus on creating new cadences, with shows being held twice a year: “I will abandon the worn-out ritual of seasonality and shows to regain a new cadence, closer to my expressive call, we will meet just twice a year, to share the chapters of a new story,” wrote a in a statement released on Gucci’s Instagram.
On the other hand, the British Fashion Council and the Council of Fashion Design in America called for retailers and brands to slow down. A group of heavy hitters, including Dries Van Noten, called for the end of the sales season, which would prevent unnecessary discounting. What this means for the consumer is that they should be less rushed in how they are impressed upon us. It’s the designer’s job to listen to their existing strengths and then recontextualize those pieces for the new normal.
True, it’s been a year full of lessons learned, the year has taught us that there is a distinction between what we want and what we actually need. As a result, we will start thinking less about buying and more about keeping our needs in mind. We will still shop, but we will also be thinking more about what we actually need.
Moreover, despite being an industry full of forward-thinking individuals, the image fashion industry has often perpetuated the notion that being thin, young, white is all that matters. In reality, the power players were still typically white men.
But 2021 is about rewiring the system. Following the killing of George Floyd and the ensuing Black Lives Matter protests that followed have exposed the murkiest corners of the fashion industry. It’s about addressing the systemic issues that have plagued the fashion industry for years, and it’s about doing so in a way that makes us all feel powerful and relevant.
Actions over outrage are now needed in order to make fashion a more culturally relevant industry. According to Emily Farra, Vogue Senior Fashion News Writer; it’s no longer an option to remain silent when it comes to addressing social issues: “Consumers want to shop brands whose values align with theirs. Ultimately, I think it will make fashion a more grounded and culturally relevant industry.”
And after learning that 40% of African American entrepreneurs and business owners wouldn’t make it through the pandemic, Aurora James, the creator of Brother Vellies, launched her 15 percent pledge to support black-owned businesses: “What started out as an Instagram post is now a fully-functioning nonprofit,” she says.
This is why it’s so important that designers start thinking about inclusivity beyond just working with sample-sized models or white models. A complete rethink is needed to be translated to the clothing itself.
We need to get to a place where diversity is not a novelty. There’s a lot of work to be done to make sure that the industry is more inclusive, and James believes that we should start focusing on making women feel like the best version of themselves: “I think we should try to focus instead on having women feel like the best versions of themselves. This is what meaningful change can look like.”
From a social perspective, 2020 was the year that never happened. Fashion was put on ice, with no one wanting to buy new clothes. There was a lot of talk about how beautiful women were, but in reality, they were left to languish in wardrobes.
During times of turbulence, the style has always shifted. From the flapper era to the New Look, the rise of minimalism was sparked by the 2008 financial crash.
It’s hard to imagine that we’ll go back to basics after 2021, there’s no more exciting time to put on proper clothes. There’s something about being able to do so that makes you feel good about yourself. The desire to wear something new is both exciting and cathartic. This season, it feels more urgent than ever. Laura Kim, the creative director of Oscar de la Renta, says “Being able to dress up and wear certain fabrics allows me to dream,”
Erdem, whose designs have wooed the likes of Kate Middleton and Nicole Kidman, has seen sales rise even during the worst of times. The label’s creative director, Erdem Moralioglu, says that women are looking for ways to move on from the crisis.
In the past couple of months, we’ve seen a resurgence of interest in the red lipstick and the glitzy earrings that were worn by some of our favorite bloggers for Zoom calls. The desire to look fresh and fabulous has become so prevalent that even face masks are now considered must-have accessories.
The essence of true glamour is to be exclusively yourself. This is what La Double J founder JJ Martin describes as a grounding style that doesn’t show off to anyone. Who knows when the red carpets will roll out again? We will certainly enjoy the opportunity to get dressed up no matter what the event is.
At Milan Fashion Week in February, Giorgio Armani was forced to cancel his show due to the coronavirus outbreak. The event became a template for the new normal in fashion, with designers transitioning to digital presentations and the physical runways transitioning to accommodate more rigorous rules. The models walked into an empty theater.
This season, designers have used the opportunity to experiment. While it’s rare to see a designer use the opportunity to flex their creativity, some have taken advantage of it. For instance, Jonathan Anderson sent editors a linen file box filled with paper dolls, fabric swatches, and a vinyl soundtrack.
There are many benefits to having a virtual presentation. One of these is that it allows designers to connect directly to their customers without having to ask for an invite. It allows people to feel like they are part of the show and not just an observer.
It also helped redefine the way collections are presented. Rather than simply focusing on the end result, designers have used this opportunity to show how they make their clothes. The other advantage is that it addresses the concerns many people have about the costs and environmental impacts of fashion shows.
Even if it’s just for a few seasons, the shows will still go on. There is still magic in the physical world when it comes to fashion. So yes, it is possible to return to the physical runway. In July 2021, for Jacquemus, the models walked through a French wheat field in full view of the rolling countryside.
Will this year’s protests and calls for fashion to be more sustainable mark a turning point for the conscious ethical agenda?
With the rise of the pandemic, the world seems to be ready for change and Covid has caused a massive shift in consciousness. According to the editor-in-chief of climate and culture magazine Atmos, William Defebaugh, the message that society sent with the pandemic is that we are not sustainable and people are ready to make drastic changes: “I can’t remember a time when we’ve seen such large-scale shifts in the collective consciousness,”
As consumers become more aware of the environmental impacts of the fashion industry, they will begin to engage in dialogue with their retailers. According to Maxine Bédat, founder of the New Standard Institute, this will help accelerate the industry’s efforts in addressing these issues: “There is still much work that needs to be done, but we’re certainly becoming more aware than even a year ago,”
This is why, despite the endless number of new clothes being sold on the market, the demand for vintage and rental goods is growing. From Jennifer Aniston to Princess Beatrice, celebrities are getting into the vintage game.
The legendary Karl Lagerfeld once said that sweatpants are a sign of defeat, as they remind you of one of the things that went wrong in life. In their sloppy versions, they were the calling cards of the hangover.
Tyler Ellis was in Los Angeles recently when a friend saw her outfit with nothing but yoga pants and T-shirts. The pair was then surprised to discover that they had worn nothing but casual clothes for the past few months.
They are not. We’re not alone. This is the time when athleisure became more of a lifestyle choice. As the days went by and our lives became more cluttered, our attitudes toward athleisure shifted. We no longer wanted to be limited by how many layers we could wear. We’re no longer limited by what we can wear and what we can buy.
During the second quarter of 2020, the demand for leggings and sweatpants went up significantly, while joggers and yoga pants became more prevalent. According to Lyst, the rise in popularity of these products was caused by the events that happened in the world in April and June. In 2020, Nike became the top brand for the first time on Lyst’s hottest brands index. As well as Birkenstocks that were on the top women production.
It seems that we will resist the urge to return to the constricting clothes of old. This newfound appreciation for comfort is what makes us feel good about ourselves. Who is hungry for something that works for us instead of against us?
In the midst of all the suffering happening around the world, fashion has a new sense of unity. Some companies like Jimmy Choo and Bottega Veneta have created programs that encourage a sense of community among their consumers.
Take a look at how some of the labels used this time to show off their in-house teams instead of just bolstering the egos of their creative directors.
For its fall/winter 2020 show in January, Ganni asked what the 2021s will bring. The brand also partnered with 20 artists to create exclusive products. Ganni is a brand that uses the power of pre-pandemic to create a sense of community.
For Ditte Reffstrup the creative director, this idea of uniting the industry is a natural fit. For her, growing up in Copenhagen has always felt like a family. The idea of s family makes sense. It’s a place where everyone has their back: “It’s a small place, so everyone has each other’s back. I think that the rest of the industry is starting to catch on. People are realizing that we can all learn together and help each other out. We’ve got to rethink business as usual.”
There is a power in kindness. In the midst of all the changes that are sweeping the fashion industry, there is a common thrust that unites all of us.
What will the fashion industry look like in the coming years?
In the 1900s, women started wearing trousers and men stopped wearing their top hats. It has been a while since women started wearing low-rise jeans and men stopped wearing their top hats.
The reason why clothes have always been constantly evolving is that they are designed in response to the events that are happening in the world today.
Woodstock ushered events such as the hippie movement started to define the fashion industry. The 60s also saw the beginning of the fusion of tech and fashion, which eventually led to the rise of metallics and bold colors.
Technology has become an integral part of society and is influencing the fashion industry in a way that most people may not have even thought of.
What will outfits look like in the future?
In 100 years from now, fashion may have completely changed, and factors such as COVID-19 may have even further influenced society. Masks being the new norm is an example of how society has become more sophisticated.
As we move forward, people are starting to realize that the number of clothes is not as important as the quality of the garment. This is forcing people to start thinking about how their clothes will look in the future. In the next few decades, technology and artificial intelligence will have a huge impact on how trends will unfold and what they will look like in a simple shirt.
Futuristic clothes: The concept of futuristic-looking clothes has been around for a long time. It involves using vibrant colors and shapes to represent the various features of tech devices that are designed to resemble the future.
Clothes for VR glasses: For people who are not afraid of being an obese repeater, clothes that are designed to work with virtual reality glasses may be the future. This technology will allow people to see their clothes in a different way, allowing them to alter their appearance without actually wearing them.
No sizing: In a way to save on materials and avoid the use of excess cloth, clothes may be custom-made to fit each individual. This method is also beneficial for the environment as it cuts down on water and materials used in making clothes.
Data-Gathering Clothing: In the future, clothes will collect data about their wearers. For instance, Nike is working on a shoe that will allow users to monitor their foot movements.
Fast-fashion decrease: The pandemic has affected the way people shop for goods, causing them to choose necessities over fast-fashion items. This is because fast-fashion marketing is considered the most updated trend at the time, and it is not sustainable anymore.
Handmade: Since the outbreak of the bubonic plague, many people have turned to make their own crafts. This has led to an increase in the number of secondhand stores, which has helped boost the sales of secondhand goods.
Rental economy: The rise of the rental economy has raised concerns about the environment’s impact. This trend is expected to continue as people start to feel newness when they wear clothes that they previously paid for.
Chameleon Clothing: The concept of chameleon clothing involves the use of artificial intelligence to develop clothes that can alter their appearance depending on the environment they’re in. The use of AI in the fashion industry is expected to allow clothes to alter their color, size, and temperature. Aside from reacting to a person’s body temperature, it can also detect the amount of light that a person is exposed to.
Extravagant Fashion: In 2050, clothes could become more 3D. In order to achieve this, the fashion industry is developing new materials and experimenting with different types of clothes. The use of bold colors and various other unusual elements could lead to the evolution of fashion into a more extreme form.
Customized: Although 3D printing is still very expensive in 2020, it is expected to become a necessity within the next 100 years. With this technology, people will be able to customize their clothes and products.
In 100 years, it’s hard to imagine what the fashion industry will look like. But, in the meantime, we can confidently say that the tech-based impact will be significant in terms of clothing design.