Most fashion trends are influenced by popular culture, media, historical and cultural influences, trickle-down phenomena from couture to fast fashion, and, of course, the economy. The state of the economy is often a big deciding factor that influences consumer behaviour and, by default, affects fashion cycles and trends.
One example can be seen during the advent of the Industrial Revolution, where fashion became more utilitarian.
It has been observed in history that the ebb and flow of inflation and the general standard of living of the majority ends up determining fashion trends. One example can be seen during the advent of the Industrial Revolution, where fashion became more utilitarian and clothing was valued more for how sturdy and comfortable it was, due to a large section of the population venturing to work in factories and industrial plants. An example is the rising popularity of overalls as a day-to-day look.
Another such occasion took place during the Second World War, where clothing changed from the flowy and flamboyant boom of the Flapper era to the more demure and structured clothing seen during WW2. Disposable income was less, and due to trade embargoes, fashion was restricted to simpler, durable, locally available fabrics and more formal silhouettes that were easy to work in and required less maintenance.
Whenever there has been an increase in global disposable income and standards of living, people choose to invest in more bold, statement pieces and luxury items. Brands and design houses begin to experiment more with avant-garde collections, as they know people are viewing fashion and clothing as an investment and choice, rather than just fulfilling a basic need.
The big cultural shift of buying thrifted items is not only a sign of the gradual economic crisis but also a shift towards sustainability in fashion.
If we look at the current scenario, the cost-of-living crisis has led to people opting for more pre-loved clothing. The big cultural shift of buying thrifted items is not only a sign of the gradual economic crisis but also a shift towards sustainability in fashion. In response, clothing brands have created more minimalist collections with classic designs to pander to the majority while also trying to shift to slightly more eco-friendly materials. But, on the other hand, the reduction in disposable income also means people have shifted more towards fast fashion, with people putting more money into lower-quality and lower-priced items.
Fashion choices are not just about consumer reactions shaping the industry but also about people trying their best to explore a more individualistic styling approach and make the best of whatever they have available at the time.