Consider this before your next shop
Words: Daniël Geldenhuys | Photographs: Getty
We still love to throw the T word around, but the traditional way of thinking about trends is long gone. The seasonal list of looks (Utility! Textures! 1920s! Winter florals!) that set the standard for and perimeters around how you needed to dress if you wanted to qualify as fashionable is over. It's a lot more organic now, thanks to social media and the wide range of aesthetics and influences you'll see (mind the pun) trending.
Struggling economies eroding the retail world and an overabundance of media channels is changing the way designers are producing fashion. The collection you're about to show at fashion week has a few hours (maybe a day) to make an impression on social media, and even then it'll be a drop in a feed ocean of competing voices. The answer to conveying a clear message then, is to reiterate it every chance you get. Back in the old-school trend glory days, a designer's goal would be to show something completely unexpected and new. Today, it's more about intelligently elaborating on the core brand identity – the things that make a design house unique.
Take two of fashion's greatest showmen as example. Designing for Louis Vuitton from 1997 to 2014, Marc Jacobs would show a carousel of pretty pastels one season, and a revolving door of sexy boudoir slip dresses under masculine coats the next. Alessandro Michele, contemporary Gucci's brand messiah, has been at the helm of his house for four years now. His collections, though dynamic enough in detail to express an evolving narrative, may as well all be part of one mega collection.
But what does all this mean for you, the 2019 Superbalist customer? The great news is you don't need to spend time and money on reinventing your wardrobe every season. Instead of chasing a trend, chase updated versions of your favourite wardrobe staples: denim, the LBD, a modern heel, a classic jacket or coat. Since designers and retailers are focussing on creating these types of essentials and adding their stamps of individuality, said staples are a lot easier to come by.
Today, rather than being admired for being 'ahead of the trend', you're more likely to be respected for having an immaculate closet of wardrobe staples. Not only is this a reaction to a difficult global economy, it's the most stylish way to practice sustainability. Instead of chasing someone else's idea of 'cool,' you're taking time to find reliable immaculately crafted pieces that speak directly to you.