The fashion trend cycle has changed over the past few years, largely due to social media. Some trends can be popular for months and years, while others merely reach the surface before another comes crashing down.
The Fashion Cycle
In an article from ABC Australia, fashion journalist Glynis Traill-Nash explains how fashion cycles used to occur in a 40-year cycle, where every 40 years elements of previous trends would occur.
This cycle can be traced back to the 1920s when certain trends, such as dresses and skirts being above the knee, would appear again in the 1960s.
However, the nature of this cycle has seen a rapid change and has become increasingly shorter because of social media.
“Something will flare up on TikTok, and then everyone has to have it, and so fast fashion responds,” Traill-Nash said.
Fashion Trendsetters Today
The rise of social media and its role in establishing fashion trends has also forced companies to look at who today’s trendsetters are.
An obvious answer seems to be among influencers, specifically on TikTok and Instagram, as these social media platforms accommodate fast-paced change.
Another place to look is among companies displaying their newest collections at fashion weeks, such as the prominent New York Fashion Week or Paris Fashion Week.
The 5 Stages of a Trend
Companies such as Heuritech, use artificial intelligence to predict the newest trends in fashion with global brands such as Louis Vuitton, New Balance, Dior and Adidas.
During the second stage, the rise of a fashion trend, Heuritech points to celebrities and influencers as key players for reaching nationwide or global audiences.
When the trend reaches its third stage, the peak, it is seen in mainstream stores and is available online. At the peak, the trend reaches as many types of consumers as possible. Interestingly, luxury brands decrease their production of the trend during this stage and can sometimes completely stop producing the item.
This leads to the fourth stage, where the trend declines because the consumers view it as too mainstream or simply boring.
Finally, it will disappear, and a new one will arise.
Fashion Forecasting
The ever-changing cycle of what is popular made fashion trend forecasting important to fashion companies and even created new jobs. Previously, the forecasters got inspiration from Fashion Weeks and noted the most important runway patterns, styles and fabrics.
However, today fashion forecasting mostly takes place online, especially on social media platforms.
According to Heuritech, looking at the time when a trend occurs is also important to unfolding a trend.
In 2020, many stayed home due to COVID-19, when trends of DIY fashion, crocheting and knitting became increasingly popular.
What’s in Store for 2024?
All this talk about previous fashion trends and forecasting might make you wonder what fashion trends we will see in 2024?
Some fashion magazines such as British Vogue and Glamour have given their answers to this.
Ellie Pithers highlighted key spring and summer 2024 trends in an article from British Vogue. Some predictions for 2024 include white dresses, 90s office chic and roses.
The 90s style, in particular, has been brought back multiple times. For 2024, pencil skirts, oversized blazers and white shirts will supposedly be key elements.
Animal Prints
In contrast to the 90s minimalism seen in office-inspired outfits, Jake Henry and Lindy Segal from Glamour put athletic prep, animal prints and sky blue on the horizon for 2024 fashion trends.
Animal prints have been part of the fashion trend cycle for decades and were especially popular in the 1980s.
They have been less popular in the past few years; however, this might change in 2024, partly due to social media. Animal prints are part of the “mob-wife” aesthetic that has grown on TikTok.
Red and Burgundy
A trend that both Vogue and Glamour agree on for 2024 is the red color.
Red has been used to stand out and create a pop of color for a long time. Today, red footwear, bags and accessories are on the rise, and it seems this will continue into the 2024 spring and summer trends.
According to Vogue, celebrity Hailey Bieber has crowned red footwear the newest trend.
Burgundy is also part of a new trend, as seen on many runways. This color is the more casual and muted version of red, making it perfect for anybody who thinks red is too much or out there.
The Capsule Wardrobe
The trend of creating a capsule wardrobe is a response to the rapidly changing fashion trend cycles today.
According to the Cambridge Dictionary, a capsule wardrobe is “a small collection of clothes that can be put together in different ways and includes everything you would normally need to wear.”
The idea of a capsule wardrobe leans into the more old-fashioned way of viewing clothing and fashion while also considering the textile industry’s environmental impact.
In a capsule wardrobe, practicality, functionality and possibility are key. In a TikTok, creator Edwig Munangati shows ideas on how to create your capsule wardrobe:
Overall, the idea of fashion trends and the length of these trends has changed promptly as social media has increased.
Today, companies and forecasters are trying to be on top of the next fashion trends by following the fashion cycle and social media closely. While many people seem to jump on the next fashion trend as quickly as possible, others have started to do other things, such as create a capsule wardrobe.
