When we look back to the past decade, we come to the realization that fashion does in fact move at the speed of light. Some fashion comes and goes, making us feel quite silly about our short-lived obsession.. Other trends live on, and grow organically to create a movement that influences the history of fashion. Take Isabelle Marant’s wedge sneaker for example, we may not wear them anymore, but they kickstarted the sneaker -trend that lives on till this day. Uggs are another example, we may not own a new pair, but they paved the way for the ‘comfort first’ fashion trend that has lasted so many years.
We’ve been thinking about this decade and what it will mean to fashion in the long run. We’ve got 10 predications.. enjoy.
1 || The Death of Streetwear
According to Virgil Abloh, streetwear is on its way out. Which may be a shock to some, simply because Virgil can be considered the godfather of streetwear. Virgil’s reasoning is that there is little interest in continuing to collect hoodies, sneakers and t-shirts that have a vintage vibe. With time, our initial purchases will have that same character, worn in, loved and a little worn out, and so digging into the archive will come naturally.
2 || Loungewear is the New Sneaker
In the Noughties we were taught to pay top dollar for denim. It wasn’t always that we would comfortably splurge on $300 jeans, but now it feels natural almost. In the tens, we were conditioned to splurge on sneakers, be it Yeezy’s or Balenciaga’s. Well we are predicting that the new decade will ring in a new understanding of loungewear. In the past; decadent loungewear was reserved for debutants and royalty, we predict that this is all about to change.
Last decade was about ‘experiences’ which saw us spend thousands on fancy retreats in the middle of the Amazon forest, the Twenties will be about mindfulness, and sitting still long enough to really feel and think. This trend will hike up the price of loungewear, making it an inseparable part of the mindfulness experience, just you wait.
3 || Sustainability in its Many Forms
Sustainability is a fact of life. There are a variety of ways in which we can practice sustainability. The types of sustainability that capture the imagination are quite creative.. An edible plastic bag… a sweater made out of vegetables etc. Well, you can also be sustainable by purchasing more timeless items of clothing.. This means that they will be on trend for longer periods of time, and therefore will last in your closet for more years.
This understanding will promote such timeless brands as The Row, Bottega Veneta and Club Monaco. We predict that they will snatch marketshare from brands with less longevity such as Gucci and Balenciaga.
4 || Preloved Means Unique
This decade will see preloved items becoming more mainstream. Yes, preloved items are more sustainable, but we think they will become more popular for their uniqueness. If our clothes are to become more timeless (in support of sustainability) then there will be room for some great hero pieces to add interest, this is where vintage will come in, to spice things up a little.
5 || Burberry is the New Gucci
If fashion’s new timeless direction has already rocked you to sleep, or filled you will anxiety, we are pleased to report that you can in fact have your cake and eat it too with Burberry. This new decade will see Riccardo Tisci, Burberry’s new creative director, replace Gucci’s Alessandro Michele as the man of the moment. Burberry’s makeover is a haven for logo-lovers, and more original pieces, yet still maintaining a level of sophistication that will keep them timeless for longer.
6 || It’s Techno Baby
Technological advancements in fashion has already started to appear during fashion week’s. Take Iris Van Herpen’s futuristic approach to couture. Her Autumn 2019 show involved computer programming, physics and even alchemy. This trend will grow more familiar as time passes, and before we know it we’ll be buying handbags that change color according to our mood, and sunglasses that double as computer screens.
7 || Genderless Fashion
Versace, Burberry and Gucci have already successfully introduced fashion shows covering both men and womenswear. This decade the concept will grown to incorporate genderless fashion on shop floors, not just on runways. Men will have the opportunity to dress more womanly and women will likewise, have the choice of what to wear. Singer Harry Styles is a great example of this movement, his obsession with womanly blouses will take a little getting used to but we can see it coming.
8 || Rent It
Today the concept of clothing rentals are reserved for youngsters that have more dash than cash. Things will change however, with us all considering a rental or two. We will choose to rent fashionable clothing that is technically not very sustainable, so our carbon footprint is reduced with a rental. There will also be a new mindfulness direction that will make us abhor having too much of anything. Less is more we will tell ourselves, do we really need it we will say. The unsettled financial situation globally will also encourage this trend.
9 || Collaborations Rule
With fashion’s timelessness will come a greater appreciate for art and culture. It will not be enough for a jacket to look good, it will need a backstory and some artistic inferences. Collaborations between the arts will be rife in this decade, with artists, fashion designers and sculptors supporting each others work in order to create a greater, more meaningful impact.
10 || Pop Ups Will Pop Up
Today most popups are reserved for small companies that are testing out the market. This concept will grow to incorporate larger virtual companies that need to also have a foot in the real world. Shopbop, Goop and The RealReal are good examples of this trend with brick and mortar stores popping up for two or three months at a time at different locations.