Talking about fashion can take up a lot of space, because you can say that fashion is a phenomenon that undoubtedly reaches all parts of the world, but have you ever wondered why we see similar clothes in several stores? Or why the clothes in the display case have the same colours? It is easy to find repetitive neon, black, white, but why?
Many times we have seen or heard the word “trends”, especially every time we see or read something related to fashion. But, it hasn’t crossed your mind at some point to ask, where do these “Trends” come from or who determines how I dress for each season?
The explanation is simple, it’s not that a designer wakes up one morning with the idea in his head of: “I feel like for Spring-Summer all the girls, no matter what their size, dress in jeans and leather jackets”, no, definitely not, if talking about fashion is equivalent to a Universe, talking about trends would be the equivalent of talking about each of the solar systems in the entire universe.
How are trends born?
Every year, in the different avant-garde cities in charge of setting the trend in the fashion world, big events called Spring-Summer and also Autumn-Winter fashion weeks are organized, where the different world’s most famous brands and designers present their complete collections for each season.
Something that becomes very obvious is that there is always a lineament or parameters in terms of patterns and colors that stand out in each collection, even though they are made by different teams and people.
But how is it possible that designers from different parts of the world come to agree, is the muse of inspiration the same for everyone, the answer is a resounding “NO”.
There are huge marketing agencies that have people known as “coolhunters”, who are nothing more and nothing less, who are dedicated to researching and analyzing society, this in order to determine what are their tastes, habits, forms of consumption and everything, absolutely everything that in one way or another is related to their behavior.
One of the most important agencies in this hard work is WGSN, they have been investigating us for years, in fact, their investigations are so exhaustive that they could know how we will dress in two years, that is, our dear coolhunters already know how we will dress in 2022.
To describe it a little better, it works like this, after doing all this work the “coolhunters” take a segment of society known as “Influencers”, which are the most talked about artists of the moment, those who have millions of followers and are able to set the tone and be easily imitated by their fans (actresses, singers, models, designers and even brands), they are called this way because for some reason at the moment they start wearing something, whether it is clothes, accessories or even food, and the rest of society imitates them.
This small niche that spreads and imitates the “influencers”, is known as “Early adopters”, which are like a virus that begin to spread rapidly and throughout society a trend until it becomes fashion.
When a whole movement has already been generated, any trend spread by the so-called “Early adopters” becomes “Followers”, which is the equivalent of society already being part of this trend, but that is not the end of it. This group transmits this tendency to a last group, but not less important, to the “Late adopters” who are the last people to whom the seasonal tendencies arrive and where they finally die.
Once this happens, fashion agencies have a new trend ready and the cycle starts again.
Big brands like H&M, Givenchy or Zara are not only inspired by copying the trends they see from their competitors on the catwalk, they hire these types of specialized studios and transform them into garments that become a whole fashion boom.
Do you wear the same thing everywhere?
Since we’re talking about trends, you could presume that fashion should be the same everywhere, but it really isn’t.
Fashion does reach everywhere, how can it not, fashion reaches the whole world, but not everyone wears the same thing. There are various factors that play an important role such as culture, climate or religion, among many other factors.
The main Fashion Weeks in the world are held in European countries such as France, Italy or Germany, as well as in the United States, but it should not be forgotten that they are also held in India, Australia, Japan or even, and not least, in Latin American countries. The leading trend-setting cities are Paris and Milan, but we must not forget many other places in the world, which are also important in fashion.
In Australia, for example, specifically in Sydney, the Australian Fashion Week has been held since 1995. Brazil’s fashion shows in Sao Paulo are well known for being very light in terms of clothing. Important models such as Gisele Bündchen, who until a few years ago was the best paid model in the world for 14 consecutive years, have paraded there.
In India, too, the colourfulness can be seen on the catwalk, where avant-garde and unique models by the best Indian designers are paraded. And without forgetting that Tokyo is becoming increasingly famous, the most extravagant and innovative designs can be seen in the fashion week held in Japan.
At a click
Thanks to the Internet and the great influence of social networks today, fashion is becoming increasingly global. Now it is easier to know what is being worn in every corner of the world, just by searching any website or just by following a hashtag or an Instagram profile, where it is worth mentioning that all brands have already reserved their space and are constantly sharing content.
We must not forget that the so-called “Fashion Bloggers” have done a great job, especially for everything that has to do with making known what is worn in other countries.
Nowadays knowing about fashion trends in the world is just a click or a touch away on any smartphone screen, you can access fashion blogs from all over the world and any social network, thanks to this you can know absolutely everything you need to know about how fashion is in the rest of the world according to their different cultures and their different trends.
Let’s examine a little bit about how fashion trends are according to the different cultures of the world.
In India, famous designers such as Asmita Marwa, Tarun Tahiliani or Govind Kumar Singh have become famous, because the fashion trends there are very special, they are wonderfully full of color and accessories that can make each garment a unique piece. Their culture is even so wonderful and unique that it is succeeding in creating fashion trends outside the country.
The typical costume there is related to Indian clothing. The typical costumes of the women are known as Nivi or Pallu, showing a shoulder or the Gujarati the Pallav that falls forward the fabric, by the chest. The level of elegance where these garments are worn differs according to the quality of the fabric, the embroidery and the colors.
One of the big names in fashion was H&M, who made a big splash when they decided to use a Muslim model as their image to show off their looks. Mariah Idrissi wore the Islamic veil, which is called hijab in a campaign by this famous fashion brand. The brand wanted to show that their clothes are for all cultures, including Muslim ones, and that they don’t deserve to be discriminated against.
Even well-known brands have decided to make and market burkinis. So that Muslim girls can look great on the beach, which means that fashion is increasingly globalised, and that the world’s leading firms also want to meet the needs of other cultures, as in this case, the Muslim one. Dolce & Gabbana has also decided to launch a line of hijabs and abayas to conquer the Arab market.
It should be noted that not all Muslim women’s suits are hijabs or burkas, which are the names of the outfits that sound most familiar in the West. There are also many other ways of dressing as a Muslim, you can wear the Chador, which is a black tunic that covers the body but reveals the face; a Niqab, heavy dress in which only the eyes can be seen; a Shayla, which is a veil that covers the head and neck; the commonly known Türban (veil that covers only the head), or a Chilaba (typical costume that covers from the neck to the ankles, it is usually coloured and embroidered), among other options. Here, the dilemma enters if they are the ones who choose the suit they want to wear or it is imposed by their husbands, parents or even by a patriarchal culture.
Japanese fashion, today, has become one of the most striking and that fans of Japanese culture and anime have been responsible for spreading around the world. It is very normal to go on the streets in Japan and see people “in costume” doing cosplay, but that is really their normal style of dressing.
In Japan it is very common to see, especially young girls dressing in the Lolita or schoolgirl style, without having to attend classes. It is a very suggestive fashion that consists mainly of short board skirts, high socks and T-shirts in the typical style of the Japanese school uniform, Lolita’s look is common to see in Europe too.
In Japan they usually wear “Cosplays” (Costume Plays) which are nothing more than costumes of their favorite anime characters, from the youngest to the oldest, they use these costumes in movie, comic or video game events.
The Kawaii style is also well known, it is the sweetest or most tender style in Japan. Very similar to the Lolita style in some cases, they usually wear prints of cartoon characters like Hello Kitty and love little animals, stuffed animals or dolls.
The African fashion trend is colorful and has been influencing the world’s top designers since the world is a world. Let’s remember that tribal or ethnic style comes from Africa, and many of the looks we wear include this strong trend. Great designer brands like Dior, Jean Paul Gaultier and Louis Vuitton have been inspired by African fashion trends to create many of their looks on the catwalk. Both African prints and accessories are used in every season of the year, as their variety is infinite and very versatile.
Not only is Africa present in fashion, but Fashion Weeks have also been created on this continent. And more and more African designers are starting to make themselves known in different parts of the world.
Latin American Culture
Last but not least, it should be noted that Latin America not only exports spectacular designers like Carolina Herrera or Oscar de la Renta and fabulous models like Gisele Bündchen or Alessandra Ambrosio, it also influences fashion. And it celebrates some Fashion Weeks there that are becoming a worldwide reference. Argentina, Brazil, Ecuador, Peru, Chile, Mexico and Colombia have already hosted their fashion week, attracting many fashion influencers from all over the world who are willing to wear Latin American trends everywhere.