Source: Global Network
The recovery of minimalism in 2008. Today, similar changes are heating up, but the relationship between the industry and the trend and consumerism has changed.
New York, USA -The financial crisis in 2008 ended the luxurious decorative style of the past ten years. Phoebe Philo’s practical and concise style in Céline, Bottega Veneta’s “Invisible Rich” represented by the “Hidden Rich” represented by the “Hidden Rich” represented by the “Hidden Rich” represented by the “Hidden Rich”. The stage of the JUICY COUTURE sports suit and Balmain’s gold -plated military jacket were e afternoon.
Today, with the influence of the global new crown virus, the fashion industry is preparing to meet a change again. The breath of change has slowly begun to penetrate: even Gucci also simplified its complicated Baroque style in the recent series. Bottega Veneta is now led by Philo’s disciple Daniel Lee, and once again entered this change, restarting creativeness under the streamlined shape.
Ten years apart, the trend is changing in a similar way, which is not a coincidence. WGSN’s Vice President Francesca Muston said that during the uncertainty, consumers like professional clothing, and they will consider more when buying.
“In this era full of anxiety, consumers want to take off their clothes and focus on real important things. The intention not only means meditation, but also means how we spend our time and money,” she said Essence
But since the last fashion industry has seen such dramatic adjustments, the situation has changed a lot. Without a single popular trend, like the basic trend of “Normcore” in the 2010s, it is dominated by people’s fashion topics today. Today, anyone can find their group on the Internet. Regardless of the mainstream preferences, niche always has a market, such as the “EMO-Gothic” young man style continues to help brands such as Chrome Hearts flourish again.
Brigitte Chartrand, vice president of SSENENSE Women’s Purchasing Department, said: “Our customers are very fashionable and we are still selling very fashionable and exaggerated clothing. But the sales of designer brands with loyal followers and truly established aesthetic concepts are growing. “
She raised examples of Rick Owens, Jil Sander, Loewe, and Alexander McQueen, as well as Margiela. Its REPLICA sneakers are a successful case. Other brands, such as Moncler’s down jacket and Nike’s sportswear, have also been boosted.
Consumers’ new attention to sustainability is another factor. Brands began to tell consumers more about how their clothes and where they were produced, and there were more and more topics about buying a larger potential and more value -selling value in the growing secondary market.
“The relationship between us and consumerism and property began to regain definition,” Muston said.
In short, retailers and brands have begun to turn to a lower -key luxury. The popularity of The Row and Lemaire (including his series for Uniqlo) is also a successful case that proves that more and more people like better materials or process production products. Dresses and suits are rising; tight nightclub dresses, avant -garde outlines and T -shirts with logo are declining. The former attracts ordinary women who buy the ability to buy luxury goods.
Galeies LaFayette’s fashion director Alix Morabito takes the Row, Lemaire, Jil Sander, and Margiela as an example: “Those brands that always pay attention to products, fabrics, and wearables are one step than other brands.”
Even the brands that have not been reduced in design methods, no longer “excessive shapes” in the recent fashion shows, and neutral colors such as beige and black have become mainstream colors.
Retailers believe that the new crown epidemic and its impact will accelerate the changes that have been formed, and more and more demand will prefer practical products, neutral colors and other simple and solid colors with loyal fans.
In Bergdorf Goodman, chief buyer Yumi Shin emphasized that people have begun to turn to real wardrobes, and daily uniforms have become eternal themes. This is currently the biggest growth trend. In the past two years It has already appeared.
This modern clothing is not necessarily simple or basic. Shin said that exaggerated volume, silhouette, and creative neutral tone can be matched.
Daniel Lee, the new Bottega Veneta creative director, is a model of this transformation. Although the former designer Tomas Maier also depends on the design, sexy and smooth leather fabrics, his methods are more traditional and simple. Lee has always focused on a large, masculine silhouette, which is more aggressive than Maier’s claims. The sleeves are more fluffy and the jacket is even larger.
“I think the matching items that can be matched have become a very important part of the current fashion,” SHIN said, and pointed out that “jackets and suit jackets are returning.”
It is difficult to find the print now. “There is really no print this season, very clean,” she added.
Shin said that even the dresses of party and wedding occasions became increasingly low -key. This trend has begun to happen even before major brands cancel early spring shows and wedding fashion weeks. People’s favorite materials are often from head to toe, such as a complete whole leather shape, which is also different from before.
But Shin emphasized that before the new crown virus epidemic became a global crisis, these changes in these styles have begun.
Morabito agrees with this: “This will change the rules of our industry and will also accelerate consumer awareness.”
Joan Kaufman, a private shopping consultant in New York, said that for anxiety consumers, brands such as Chanel and Hermès have a long history and success story, it will become a safer choice.
“I still receive a request to buy Birkin,” she said.