“I can’t believe people just come up with random crap that turn into trends and the whole world just goes crazy for it!” That’s the kind of statement that could get you slapped. And I think I deserve a reward for not slapping this person. “Fashion is a science!!” I hissed.
And I’m right. Do you honestly think designers like Karl Lagerfeld and Vivienne Westwood invest millions each season into random ideas and scribbles dreamt up out of nothingness? No. They spend months planning every single detail of their collection to present it to the world to be scrutinised by fashion experts, bloggers and wannabe fashionistas who come from across the globe or glue themselves to their Twitter feeds to see the latest, ground breaking fashion trends brought to life. And you think they just base all this on random crap?
Trends come and go and repeat every few decades. Every time a new trend emerges there are traces of history to be found and every time an old trend repeats itself, it takes on a new form. It takes a keen eye to spot micro trends as they begin to emerge, an immense amount of knowledge of past trends, an understanding of social tendencies and an infinite cache of creativity. You need to know exactly when the fashion world will be ready to take a new direction, it doesn’t help being ahead of your time. That won’t pay the bills. And it’s another matter entirely whether or not the rest of the world will be ready for your collection and if not, is this new trend strong enough to still be fashionable by the time the masses catch on?
Scientists are currently working on an equation that will enable us to predict the next big fashion trend. It is already possible to spot micro trends by studying social media. Soon we will be able to punch in a few numbers on a computer and it will tell us exactly what the next big trend will be. It’s as simple as predicting the weather.
Author | Annamé Kleynscheldt