The Future of Fashion: Outlook on the Next Ten Years of Trends

Aug 8, 2011
Marie-Claude Arnott

Children Luxury Fashion in Italy. - Marie-Claude Arnott

Luxury fashion designers set up shops in emerging economies while western fashion-culture tends to introspect, yet the best is yet to come.

Perhaps the new era in fashion culture started when luxury labels appeared in retail chains. Sonia Rykiel’s lingerie and sweaters for women and girls at H&M, and Alexander McQueen’s collection for Target stores were among the first.

Furthermore, what is left in a designer’s name when counterfeited and outlet-produced luxury goods have tarnished or saturated a brand's appeal? Besides, has the recession not encouraged a more creative personal style? Today, Western catwalks no longer get the lion’s share.

Designer Labels Open in Asia

Armani is setting up shop in Vietnam. Since demand for designer goods has skyrocketed there in recent years, the Italian designer label will offer its tailored suits in a classy minimalist boutique in Ho Chi Minh. Armani even goes way out to Ulan Bator, the capital of Mongolia.

And so, with profits dropping in the recession-hit traditional fashion markets of America, Europe (8% drop in the U.K.), and Japan, luxury goods seek new frontiers. According to a McKinsey research, by 2015, China will represent 20% of global luxury sales, as Chinese fashionistas prefer internationally-known brands.

Meanwhile, in the West, some call it “recession” while others perceive a fatigue in following traditional fashion-inspiring media and medium.

London-inspired Street Fashion

Fashion is one of many social criteria that define a sophisticated society, while clothing is a reflection of any culture. Although the majority of consumers cannot afford “Haute Fashion,” it has always trickled down to the streets, with a twist on trends. For this, there is no better place than London and its trademark of British free-spirited knack for self-expression: “Where there is a fashion will, there is a fashion way,” says Kate Spicer in issue 45 of the U.K. magazine Stylist.

In fact, according to Stylist, a survey by Drapers, the fashion industry bible, indicated that 89% of 50,000 fashion industry professionals consider Oxford Street as the best place in the world for affordable fashion stores. The point is, where there is demand, there is supply. When there is supply, individuality takes off.

Furthermore, is there “merit” in being fashionable? After all, it is effortless and "safe" to wear designer labels, whereas creating a personal style shows character and vision. Besides, the wariness about labels might be a matter of awareness: Many designers manufacture cheaply in the Far East, to sell expensively in the West.

This could be the key to the new trend: reality fashion. Hello Lady Gaga...! And so, the maddening fashion-week on the runways might lose its popular appeal in favor of a gathering and hunting at the affordable shops, consignment and vintage stores of street fashion.

Fashion Research According to the H&M Brand

Fashion trend researchers watch the news, read financial magazines, analyze life on the streets, collect information from various industries, and eventually sort it all out to keep what is inspiring. Finally, they interpret common signals to get a trend direction. As a result, even climate change can influence fashion.

According to the 2010 edition of H&M Magazine, times have changed as today’s “trends can come from anywhere.” Whereas in the 60s Paris fashion houses dictated a season’s fashion, and in the 90s a concert or a celebrity hairstyle could start a trend, social media are now propelling trends globally from anywhere and to anyone.

Although celebrities might still have influence, red carpet events are more about a voyeurism of “who dares to wear what” than about fashion trend. Fashion is even migrating to a blurred philosophical concept. Anna Laub, trend analyst at the London-based WGSN agency, defines next year's trend by expecting “to see fashion that looks extremely real, yet with surreal quality. We call it ‘hyperfalse realism,’” she says. Trend setters appear to be at a loss to express the current phenomenon.

Fashion Trends for 2011/2021

H&M Magazine predicts the following trends for 2011/2021, a clear and welcomed evolution towards common sense:

Power comeback: Career look returns with long urban skirts, tailored dresses, blazers and capes.

Organic tailoring: Inspired by climate change, mismatches, work-wear and dark colors will be combined in a folkloric tailored look.

The upcoming ten years suggests a renaissance of “real” reality. Science will help the planet and bring much needed optimism from new findings, generating the following trends from 2011-2021:

Discreet luxury: Return to craftsmanship and rejection of the “bling” culture of the 00s with discreet luxury items.

The serious generation: The children of the 90s will become smarter adults and focus on homes and careers leading to a boom in interior design and conservative career clothes.

And so, “reality fashion” could mean what it suggests, which was endorsed by Mark Jacobs’ collection, inspired by curvaceous Mad Men star Barbara Hendricks, “I wanted to go back to the era when it was glamorous simply being a woman... You could just sit there in a beautiful dress and gloves and that was enough.”

Last but not least, it can be appeasing to know that our grandchildren will buy less but better, and will focus on their home. Will sizeable walk-in closets be out?

Sources

H&M Magazine. Winter 2010. Lee Madison: “Tomorrow’s Trends Today.”
Mckinsey Quarterly online. Tapping Chinas’ luxury-goods market. April 2011.
Stylist magazine. Autumn-winter 2010. Collector’s Edition. "Outspoken" by Kate Spicer.
WGSN: Global Trends forecaster for the apparel industry.