Fashionable chaos of the XXI century
The words "trends" and "trend" today even the schoolboy knows. These words become especially relevant at the beginning of each season, in a period when many inveterate mods are starting to fever: what kind of eminent fashion designers will come up with this time?
And here it’s not even entirely clear who is more dependent on fashion - designers, dictating its rules and canons, or people who are eager to always be in trend and regularly update their wardrobe.
Is modern fashion chaotic, or is it just a creative mess?
The fashion of the beginning of the 21st century is absolutely unpredictable, and even the most experienced designer will not risk calling the dominant stylistic decision, mass variations: glam rock, grunge, folk, sexy and even the “sixties” - in short, the complete absence of a single trend.
But this cannot be said about the 20th century, because for each decade a clear style, color scheme and, remarkably, heel height for shoes were chosen.
The stylistic canons of those times, unlike the fashion trends of 2015–2016, had a clear social background. A famous couturier - Christian Dior,Yves Saint Laurent, Gianni Versace - they became famous for their infallible ability to feel social hardships and to translate them into real images.
So, in the 40s of the war years, women sought to emphasize masculinity and bravery with X-shaped outfits — wide shoulders and wide hips — demonstrated quite relevant and simply necessary strength qualities. The war passed, and women again wanted to be fragile, tender creatures. They came to the aid of the form of dresses "hourglasses" and very feminine toilets from Christian Dior.
Another characteristic feature of that era - the concepts of “fashionable” and “unfashionable” were clearly demarcated, and everyone had a clear idea of what element in his wardrobe could be a cause for ridicule. What dresses!
The world is ruled by hippies, and therefore in fashion:
- flared jeans;
- colorful ethnic prints;
- pacifist symbolism.
In the 1980s, fashion began to be perceived as a product, a product that was popular and needed by a wide range of people, and not just the elite of society.
In the years of the realization of a frantic pace of production, fashion became an industry in which the main emphasis was placed on speed and novelty.We can clearly say that it was from that moment that designers began to expect an innovative approach to each new season.
Today a new profession has appeared and has become very popular - a trend hunter, or cool hunter. Who is that? This is the one who in 2014 already clearly knows all the fashion trends of 2015-2016.
This is a sociologist, intelligence officer and creative in one person. Possessing heightened intuition, he reads a lot of specialized literature, meets people, and, from completely different social groups, travels a lot and often has to eavesdrop on other people's conversations.
He summarizes the information received, isolates fresh, non-trivial ideas - and, voila, the fashion trend of the next season already exists. An important caveat: to become a professional in this field is extremely difficult, because you need not only to find an interesting idea and offer it for development, it should be liked by the general public, it should sell well and make a profit!
Trendhunters and Trendsetters
The most intense attention of trendhunters is focused on trendsetters - people who constantly experiment with their appearance, love everything new and unusual.In many ways, such a fashion is the fashion of ordinary people from the street, less often it can be movie or music stars. Previously, everything was different: it was the stars that dictated fashion, while ordinary people blindly followed their image.
For example, the same craze for white curls, like Merelin Monroe, or short hair and thickly painted eyelashes, like the miniature model Twigggi. Today, couturiers, supervising the wardrobe of top stars, themselves have changed this situation. Stars flaunt their outfits on the red carpet, and people continue to search for the right image of their own.
The ideal place for “hunting” is the streets of major cities and the pages of fashion blogs. It is from the last that the frenzied fashion for boots with open toes, which leading designers presented on the catwalks in countless variations, came to the world.
After all his ordeals and travels, the trend hunter sends his report to the forecast bureau. There, all data are systematized and carefully analyzed to issue a seasonal forecast - a trend book for the next two years.
This book is a collection of photographs, sketches, sketches, fabric samples and decor.The most successful implementation of the trend book is the release of the fragrance Happy by Clinique in the 2000s. Then all the experts agreed that all the assembled trendbooks demonstrate the thirst of humanity to become happier.
The company Clinique very quickly looked, and on the posters of its products presented a laughing, carefree red-haired model Karen Elson. The promotion was so successful that the company has successfully released new versions of this perfume to this day.
The company quickly adopted the initiative and other fashion industries, one and all decided that the models in magazines and advertisements should demonstrate warmth and happiness, and not royal indifference and alienation.
A lot of incomprehensible and chaotic in our century, but one thing is for sure - our fashion is very diverse, it gives everyone the opportunity to realize their image, their vision of what is considered relevant.
And no matter how much the trend-hunters overhear people's conversations, read smart books or glamor magazines, the street will always have a place of individuality, dissimilarity and complete indifference to fashionable forecasts.