Hello everyone, today I wanted to discuss a topic that has been on my mind recently since the sudden realisation has hit me that we are already halfway through 2019! It made me start to think about not just what to expect for next years trends, but also the next decades. Particularly, I began to focus on the fact that it will have been 100 years since the 1920’s and how different some aspects of our world are today, yet also how similar they are too, and how the fashion industry could be impacted by these topics. So, I’ve wrote down a few of these ideas to share with you all…
It will become 100 years since the 1920’s, one of modern societies’ most influential and progressive decades for our own economy, industries and western development. What we strived for 100 years ago in cars and electrics etc, has now became a threat to our future with a desperation for sustainability and eco friendly alternatives in order to protect our earth for years to come.
As of this, sustainable and ethical fashion is slowly becoming a huge focus within the industry and it could be expected that more ethical attitudes are being created from not only small independent brands, but also from a fair few high street names due to the pressure being put on them by the likes of Fashion Revolution, the 333 rule and concerned customers. This could also spark the progression of newly invented fabrics and textures, made from renewable and eco friendly sources in order to create new pieces without causing a fraction of damage.
Around the 20s period was also the growth of newly established Chanel, founded by original fashion industry girl boss Gabrielle Bonheur Chanel. Similarly in recent news, we have seen the likes of Rihanna sign to LVMH as the first female established company to produce with the brand, and also the recent crowning of Kylie Jenner as the world’s youngest self made millionaire. Now despite these large scale successes, this century has seen a rise and fall for women’s rights and the attitudes men have towards women in work. Despite the past few years revealing the true struggle women have at being treated fairly and equally in order to succeed, such as Trump’s horrific quotes and the sexual assault claims being made against males in positions of power, these issues have also created a worldwide audience that have boycotted these men of power with protests like the Women’s March, the #timesup movement, etc.
These empowering times coincide with the multiple female idols that have been unapologetically pushing their way through the industry with the likes of Miley Cyrus, Kesha and Beyoncé all raising awareness of these issues and further proving that women don’t have to listen to a man or take orders from them. Beyond just empowering slogan t-shirts, there has also seen a huge evolution in women’s styling choices, particularly in terms of not caring what others think about what we wear. Suits are becoming a common everyday trend, every year brings a more ‘revealing’ style of festival wear for girls that don’t care, and just on a daily basis women are dressing for themselves and not what they’re expected to wear. I don’t have a doubt that any of this will change for the decade to come, only to progress even more.
Of course we cannot reflect on the 1920’s without the fashion of the time itself. The economy growth of the time created a vast development in household appliances, cars, technology etc, but it also reflected on the average household income. Women had more money to spend on the glitz and glamour in their wardrobes, whilst also looking towards newly popular Hollywood actresses for style inspiration for the first time ever.
Now we might not be seeing such a repeat in terms of our average income growing, but history has definitely repeated itself in terms of creating a new source of inspiration for women to look towards for fashion. The ridiculous boom of social media has created a variety of new jobs, rolls and platforms. It’s had an undeniable impact on how we receive current trends and discover new brands and styles. From the Kardashian sisters creating an empire of businesses from their online audience, to new debuting models like Kaia Gerber and the Hadid sisters having the ability to sell anything they wear and make it ‘trendy’, although they may not be everyone’s cup of tea, they certainly know how to sell clothes.
Some other factors to note in the predictions of 2020 fashion, is following on from the recent passing of Chanel creative director Karl Lagerfeld. With the crown being passed on to coworker and good friend of Karl’s Virginie Ward, it’s expected that Chanel could face a few u sturdy years of getting back into the swing of things and inventing new and modern designs, but for the mean time there should definitely be a vast production of Chanel boy bags in all the colours and designs you could think of, and so we may see a transition back from structural, shaped bags to classic handbags in timeless designs.
Also consider the recent trends of items such as slip dresses, excessive gold jewellery, and sling back heels. These are all related to the 1920’s decade and don’t seem to show any signs of leaving us, so expect to see a continuation of these items in stores for a few years to come, as well as the growth of growing trends such as the small beaded bags and the embellished hair accessories. Very 20’s, but in such a youthful way.
Well, I hope you enjoyed reading this post and I had a lot of fun writing it and reflecting on how our society is changing the fashion industry as we speak. I’ll be back next week with another exciting post!