Cultural context on fashion |
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| Sunday, 21 June 2009 | |
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The cultural context on fashion has never been as prevalent as it is today. The impact of a global
recession on not only the industry but also on consumers in general means fashion will have to adapt when the economy recovers. Anti-capitalist fashion may be a contraction in terms with the frivolity associated with an industry that has long promoted disposable fashion and thriving on ostentation. Both of which, put simply, are no longer cool.
David Wolfe, creative director for trend consultancy The Doneger Group, predicts bling has lost its appeal and consumers are looking at a cost-per-wear value. Clothing doesn't have to be discounted to offer value, however high priced items as such a one-season it-bag no longer feels modern. A growing social awareness means consumers care where there product comes from, the quality of fabrics it consists of and most importantly how it is made. The overall mood in womenswear for next season is much more classic. Whilst there will always be an appreciation for dressing sexy, a new silhouette which moves the emphasis away from the body and obsession with youth will become more prevalent. All in all, consumers will want things to last longer and fashion movements to run deeper. |
