Fashion Trends’ Impact On Society:

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Defining trends nowadays is not an easy task. Trends are in essence very complex mechanisms that mirror changes in the economic and political landscapes....

Fashion itself is a reflection of social, economic, political and cultural changes. It expresses modernity, symbolising the spirit of the times.

In the last thirty years the luxury industry has been completely focused on profitability and quality has become a secondary objective for the luxury tycoons. The production of the finest merchandise is no longer their main objective. The focus has shifted from what the product is to what the product represents. To achieve this, big luxury corporations have intensively promoted the heritage of a brand, hiring a young designer to give it a modern edge and splashing the logo on everything from handbags to bikinis. The product itself is not in the spotlight anymore: it is the brand that speaks.

Using a promising young designer’s talent and enthusiasm to “refresh” a legendary brand is a clever marketing tool. Far from supporting new ideas, it is part of a considered strategy for boosting sales and expanding the X, Y or Z luxury empire. A key example of this is Balenciaga, whose former creative director Nicolas Ghesquière left the brand this year, claiming he was “being sucked dry”. He has stated, “they wanted to steal my identity while trying to homogenise things. It just wasn’t fulfilling anymore. It all became so dehumanised. Everything became an asset for the brand, trying to make it ever more corporate – it was all about branding.”

Speaking to The Business of Fashion, Ghesquière said that he was often told his style is “so Balenciaga now, it’s no longer Nicolas Ghesquière, it’s Balenciaga’s style.” With this in mind, it is hard not to question whether today’s trends really are a natural evolution of fashion, or just the rules of big luxury brands, trying to increase their profit and presence. Many so-called trends are just old pieces, minimally reinterpreted in order to have more commercial appeal.










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