fashiontrends

The end of trend-based items

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From trend-driven to timeless: how contemporary fashion has evolved

Although fashion brands stubbornly introduce transient concepts to maximise their turnover, the end of trend-based items seems quite clear. Lately, the idea of seasonal trends has lost meaning. That is in favour of a clean and timeless style that prefers classics with a modern twist, clothes you’ll never get tired of.

Trend-based fashion, status quo and the pandemic

Trendy-driven items are a trail of the status quo. Fashion with a close expiry date, without distinction between luxury and fast fashion.
But since the pandemic, our lifestyles have changed, and so have the clothes we want to wear. And the climate crisis, too, has an impact on shifting consumer behaviour and our style.

Cleaning off wardrobes of the pieces we won’t wear anymore is the first step. Which, by the way, doesn’t absolutely mean discarding them! In fact, as a consequence of this evolved behaviour, we don’t throw away clothing. We do not throw away anything. We donate or re-sell, depending on the item.

The motive for this cleaning is that we realised we don’t need more garments. Less but better is what we need. And also, we need clothes that make us feel good.

The end of trend-drive fashion & new style:
timeless, seasonless, comfortable

The new style is about assembling a capsule wardrobe of beautifully designed garments. Special pieces that give a sense of elegance but make you feel comfortable at the same time. Even important clothes that we love to mix nonchalantly.

Therefore, the focus is on the cut and fabrics that provide an elevated touch. Relaxed tailoring assembled in modern separates is the heart of this evolved style. Blazers, trousers and knits do not constrain the body but allow movement.
Also, we want to feel the comfort on our skin. So, wearing our favourite clothes becomes a pleasant experience.

On the same line, we see the end of trend-based items. Indeed, we filter fashion proposals in search of good design – seasonless and timeless clothing. An evolved and subtle elegance. A clean style for a contemporary understatement that impresses for its beauty but refuses any showiness.

#formodernhumans

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Purchasing for the trashcan

The cycle of fashion trends

The cycle of fashion begins

Ever since the rise of fast fashion and fashion influencers, we have stepped into a social construction where having endless access to clothing and styles is associated with glamour and the elite lifestyle.
Styles from last week are being replaced by this week’s fashion. Shelves are clearing. And ‘clothing hauls’ are posted on social media platforms by the various fashion influencers who are associated with that brand.

Examining the lie

The unfortunate result, the viewers of these videos are blinded by the heaps of clothing. And therefore, cannot see that these influencers not only were paid to show the clothing. But the clothing was gifted to them for free.
The reality of purchasing a plentiful array of clothing every single week is less of an actuality and more of a cloak of an idealistic utopian fashion fantasy. A trick that has succeeded in blinding all consumers.
Celebrities and influencers are the medium to present this idea of life that is not rationally attainable. The everyday consumer is, then, pressured to put weekend shopping sprees on their credit card bill. Old fashion in the trash, and wounds on the environment.

The fear of outfit repeating in our elitist society

The conclusive fear of the everyday fashion enthusiast is that in order to be viewed by society as enough, or relevant, they must participate in this cycle of mass fashion waste. In order to never appear in public wearing the same item they wore the week before they must fall obedient to the social norm of endless options, overconsumption, and false realities.

Styling your truth goggles

Rather than succumbing to this false fashion reality, try to remember the root of the fashion concept. Remember that fashion isn’t an endless array of styles cycling through it’s tailoring various attire to your own body type, skin tone, hair colour, and personal preference. Fashion is having the ability and privilege to choose a unique and quality piece from a line-up, paying the price for quality, and keeping it in your wardrobe for your lifetime. Then finally, when you’re doing your spring cleaning, you come across that one blouse that made you feel so beautiful. Then you remember, I bought this blouse before my first interview. And this was the blouse that gave me the confidence to be proud of my work for the first time.

Fashion has the ability to induce feelings that you might not have been able to create on your own. Fashion is your uniform. And it’s what makes you remember who you are and what you are presenting to the rest of the world. And fashion is not a logo on a t-shirt proclaiming to the world that you can afford to buy a lie.


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A piece written by Gavriel Ewart. An American girl studying fashion and communication at Cattolica university in Milan and interning for suite123

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Decoding the sexy trend

From New York to Milano and Paris runways, the sexy trend was one of the most prominent themes for next Spring/Summer 22.

Cut-out tops and pants, catsuits, ultra-mini skirts, mid-riff – covering the body just enough and leaving little to the imagination. If still there’s something to imagine, considering the quality of images shared on social media. In that context, the appreciation of freedom stops at the possibility of showing themselves naked.

Ironically, we first wondered if designers knew that, during the pandemic, people put on weight. But don’t feel sad, if you want to wear your catsuit you have about four months to get in perfect shape!

However, keeping irony aside, let’s analyse the meaning of the style proposal that came out as the designers’ favourite.

Fashion journalists reported this trend as an expression of joy, a celebration for a much-awaited return to social life. After more than a year in lockdown, people mainly wore jumpsuits or pyjamas. Now they are eager to enjoy dinners and parties. So the night out mood is on.

SS22: the sexy trend and its meaning

Although we understand the desire for sociality, we believe the sexy trend hides a much different motivation. The way a designer can portray evening style doesn’t necessarily imply promoting a hooker outfit.

We disagree with this pre-packed story. And so, we try to see it from a different socio-cultural-economic perspective.

We read the sexy trend as the trite vision of a woman dressed up to have a hold on a man. Does it sound new to you? To us, it seems so status quo.

It is old as the story of the universe. And, what’s more? It sells!
Indeed marketers use sex to sell everything. Furthermore, at this specific moment, the urgent need is to make money to cover the economic losses caused by the pandemic. Money, easy and fast.

So, here you are, served with the sexy doll. The same old perpetuated stereotype. As the most accessible short-term benefit.

What a breath of fresh air, we might say!

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Spring/Summer 22

Selection in the digital era

In September and October, the designers show their new collections for the following season. We are now picking out our Spring/Summer 22 selection.

One of the most striking side effects of the pandemic is the acceleration towards the digital world. And when it comes to the research of brands, it can bring some positive outcomes.

Some brands opted for a mixed formula, physical and digital, while many others decided to present their new collections only through digital tools. So, like it or not, that’s the offer.
Obviously, companies in the fashion field lost a lot of money because of the pandemic. Digital is a strategy to recover. Also, they realized how few people they needed to make the workflow internationally. (This loss of jobs is its own problem).

Selection through social media

We are not satisfied with the trend of discovering new brands via Instagram only. First, the communication of many brands is oriented to push the image of a woman we do not want to endorse: plastic face, doughnut lips, tons of make-up. Furthermore, it’s easy to cover up poor quality clothing in an Instagram pic.

Scrolling down, you may see so many infinite offers of clothing that seem like beautiful quality. At first sight, at least. After a deeper analysis, you realize it was just a nice pic. Fast fashion brands know this trick very well.

Selection for Spring/Summer 22

However, a satisfying implication of digital fashion is that material is more accessible compared to the past. In fact, we are receiving many look books and line sheets. So that it’s easier to have an idea of what’s going on in terms of style.
Through accurate presentations and line sheets, you have the chance of knowing more about materials and fitting.

If it is true that nothing will ever change the experience of touching the fabrics, now we have the opportunity to make a selection without travelling the world.
Even though the integration is brilliant, we have to find the perfect balance.

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