Radical changes have taken place not only in our appearance but also in our consumption habits. The fast internet, the ubiquity of social media (Instagram in particular), and the improvement in the level of service in online stores have forever changed the ways we buy clothes.
How have men’s fashion changed in ten years and where is it going next?
Complete Freedom of Choice
In big cities, no one cares about how you look. Firstly, everyone is constantly in a hurry and will not even notice what you are wearing today. Secondly, everyone has already seen everything – one more urban madman, another one – what’s the difference?
The rejection of traditional dress codes at work, as well as an increase in the number of employees “working at home”, also has a certain effect. Competition for the best talent no longer allows employers to limit their clothing choices. Do you like classic suits – please wear them, feel free. Prefer a sporty look? Well, what can you do?
Working outfits became more relaxed and laid back, it is a chance to unleash your creativity and style. Here are some ideas of how to replace traditional working look into something new:
Brands are adept at using extravagant pieces in their collections to boost sales. The more extraordinary the outfit, the more actively it is shared on social networks, which means more interest in the brand. Bloggers also use this kitsch to draw attention to their person. It turns out a kind of symbiosis between them and clothing manufacturers.
No room for mistakes
Instagram has become a top critic and arbiter for fashion brands. In a transparent social network, it is easy to surface cases of plagiarism or unfair treatment of industry participants that would otherwise go unnoticed.
For example, Diet Prada (Instagram page) became the initiator of one of the most high-profile scandals with Dolce & Gabbana. In 2018, the brand posted a video timed to coincide with a show in Shanghai, in which a Chinese model tries to eat an Italian cannoli dessert with chopsticks – the fashion house was immediately accused of disrespect for Asian culture.
Another famous case involved the Balenciaga house. In 2017, casting director James Scully wrote on Instagram about the inadequate attitude of his colleagues (Maida Gregory Boyne and Rami Fernandez) to models during the selection to participate in the show of the brand’s autumn-winter collection.
Loewe, whose costume as compared to the uniform of concentration camp prisoners, fell into disgrace at various times. Gucci, whom the Sikh coalition accused of cultural appropriation due to turbans on the catwalk. Prada, who was convicted of racism because of the figures in the form of monkeys, and many others.
As a result, brands have begun to hire professionals who can protect them from such reputation risks. According to Zara spokesman Amaya Guillermo, “The company has implemented a three-step product monitoring process. First, a special algorithm analyzes each drawing for offensive elements or words. Then each garment is reviewed by a special committee at the brand’s headquarters in Spain and then sent to local committees in each market where the product will be sold. “
Mixing the catwalks and streets
Runway shows have always been overly surrealistic, and ordinary consumers have patiently waited for the mass market and store buyers to adapt what they saw to real life.
Now fashion is determined not so much by shows at Fashion Weeks, as by “fashionistas” on the streets of cities where they take place. Guys show how to look stylish, here and now. At the same time, street style influencers set trends for upcoming seasons as well.
In search of growth points, brands themselves have turned to streetwear. Collaborations of traditional brands with street brands have been the most financially successful in the past decade, and their founders have secured high-level positions in luxury homes, thus gaining an opportunity to further influence what we wear in the twenties.
In the 2010s, we saw a real flourishing of exaggeration, hype things, not very suitable for wearing them in everyday life, but something that looks cool in the photo.
Not only clothes but also shows were distinguished by visual appeal and the scope of imagination of their creators. Even though designers like Alexander McQueen and John Galliano staged theatrical shows long before the early 2010s, their popularity skyrocketed at times with the need for brands to stand out on social media.
With the arrival of Alessandro Michele in 2016, the Gucci fashion house, which relies on eccentric, catchy, and at the same time viral, has become the most popular fashion brand on the web in 2019, according to the results of a study by Luxe Digital magazine.
The other side brands need a constant presence. Given the speed of information exchange and the number of competitors, brands are forced to constantly generate new ideas and create products, and we are constantly forced to consume them.
Fashion for Everyone
Normalizing the culture through social media and the inclusion of people who were previously treated unfairly by society in movements for inclusion and diversity, which had a major impact on the fashion industry in the late 2010s.
In 2017, Edward Enninful became the first black editor-in-chief of British Vogue. In 2018, Tyler Mitchell shot Beyoncé for the September issue of American Vogue. He is the first African American to collaborate with a magazine as a cover writer. Virgil Abloh became Louis Vuitton’s first black creative director. At the same time, designers and brands have committed to making a product accessible to people of all races, gender identity, body size, and age.
Attention to the environment
More and more people are thinking about the consequences of environmental mistreatment. Even in countries where it would seem that they do not pay much attention to ecology, citizens are ready to traveling across countries to help. We are encouraged to thoughtful of our choices and strive for sustainability. Fashion brands are doing it too, Maison Margiela is one of the examples.
The brand recycled clothing from flea markets to create new pieces for the Recicla collection. Here are some fashion brands engaged in sustainability:
Conscious consumption is replacing fast fashion. Rejection of trends and “anti-fashion” is also a trend, and it is he who, as it seems to us, will become fundamental in the new decade.