This trend for “flashes of newness” has been seen at a number of luxury retailers, including at Net-a-Porter, where senior market editor Libby Page believes that our attitudes are changing for good.
“We are still seeing cult items emerge, which you could consider as trends, but customers are buying these in the same way as they might buy a collectible item – and these are pieces that are there to add seasonality to our customers’ wardrobes. However, the wardrobes themselves are more and more being built on a foundation of sustainability, staple pieces and seasonless styles.”
Sustainability is helping people to be more timeless with their decisions.
This is the case at Matches Fashion too, says head of womenswear, Liane Wiggins: “There is still an appetite for newness so I do believe trends will continue to emerge, however this is being countered with brilliant, timeless investment pieces that can be kept and worn for years to come.”
What retailers are seeing is consumers no longer changing up their look dramatically as soon as a new season arrives – or chasing a brand-new aesthetic because that’s what they’ve seen on the catwalk or on their friends. In fact, the entire concept of something being considered ‘last season’ is disappearing. Instead, consumers are building on what they already have with subtle wardrobe updates. This is a trend that celebrity stylist Aimée Croysdill has noticed, too.
The focus is about how to make the fashion work for you and not the other way around.
“Sustainability is helping people to be more timeless with their decisions – instead of changing their whole style to suit a trend, they are now finding small ways to update their look each season. This is not only great for helping people to focus on their aesthetic, but it’s positive for the planet and for your pocket, too.”
This approach to getting dressed leads individuals naturally to focus more on what truly suits them, rather than buying what is determined to be ‘cool’. Copycat fashion is going out of style.