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Trends

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I was delighted to be interviewed by Tara Hejazi for Mimp Mag. We discussed what Fashion Psychology truly means, post-pandemic consumer habits and much more!

“We often think of our clothes as possessions separate from ourselves when in reality, they act as a second skin helping us navigate our different realities and emotions.”
“We’re seeing more people in this demographic turn to ‘buy now, pay later’ because they can still buy the items they want, but with responsible spending in mind.”
“Pre-COVID, many people were shopping for how they felt they needed to dress based on the environment or occasion. People would typically have separate attire for things like work, going to the gym, going out to dinner and other social functions.”

“We’re seeing Afterpay users purchase items with cozy silhouettes alongside formal attire like bodysuits or pumps. Going forward, people will find themselves getting into the habit of shopping for what makes them feel good rather than what society has deemed conventionally appropriate.”

Click here to enjoy the full interview!

In light of the new ‘BBL clothing’ trend I spoke to The Zoe Report about how “sexy clothing” truly makes us feel.

“Sharp shifts in trends enable people to feel like they are dressing outside of the norm. When people wear novel or outlandish styles it can act as a form of escapism enabling them to step out of the confinement and boredom induced by the pandemic and step into a space of creativity and fun.”
“For me, ‘sexy’ is a feeling and I always revert to the theory of enclothed cognition when it comes to dressing to feel a certain way. For example, studies have shown that people feel stronger when they wear superman T-shirts because they associated that character and symbol with strength and embodied those traits when they wore the T-shirt. So, the same logic can be applied to sexy dressing, it has less to do with skin and more to do with your personal associations with sexiness.”

Click here to take a read of the full article. 

I was so thrilled to speak with Allyson Payer for Who What Wear to discuss the emotional reactions to the current and upcoming trends. I shared my insights into the trends we are drawn to and repelled by from social distance dresses to oversized bags.

“Studies have shown that people have fun by merely engaging in the act of wearing out-of-the-ordinary clothing because it allows us to experience escapism. Outlandish dresses and voluminous silhouettes will allow you to escape the hustle and bustle now associated with loungewear basics.”

“For many of us, travel and commuting have been severely limited, making the need for oversized bags redundant. Shoulder ache and overstuffing is so 2019. We’re more invested in the ease and comfort of the tiny Y2K-esque shoulder bags which could fit a flip phone at the least and a tiny dog at the most.”

Read the full piece here and scroll down for my looks inspired by these trends!

Ugly Shoes
Fun Accessories
Elevated Basics

I was thrilled to share my insights into the return of specific trends and nostalgia cycles in conversation with Nicole Kliest for the Zoe Report.

“At Afterpay, we’re seeing the return of ’90s and Y2K fashion (think chunky footwear, shearling, butterfly print, and more. It’s very much in line with how Gen Z consumers like to shop, which is part of our core demographic.”

“What we’re noticing is that nostalgia cycles are shortening and people are keener to purchase ‘near vintage’ items, that being, styles which were present during their childhood rather than ones before they were born.”

“Afterpay data revealed that brands like Crocs, Ugg, and Old Navy, which all peaked in popularity two decades ago, were among the most popular brands during the holiday shopping season. As nostalgia cycles shorten it will be interesting to see which 2010 brands will be making a comeback.”

Click here and read the rest of the excellent piece. 

There has been a correlation between fashion and our own bleak view of the future ever since Chanel showed cocktail dresses with ragged hems during the 1930s (Forbes, 2014). We flashback even further to the French Revolution, where men (but not women) dressed down no matter what their stature as clothes became a political statement:

“…Lace cuffs, knee breeches, ruffles, frills, frockcoats, lighter colours, high heels, big wigs, the flamboyant Macaroni style—all of this fell out of favour. In its place came the rise of darker clothes, ankle-length trousers, matching jackets, suits, and short, natural hair.” (All About Candian History, 2016)

This drastic change was not merely a coincidence and we have to wonder in today’s society can we still attribute outside forces to our fashion sense. Let’s push forward to the most drastic event of the Millennial generation, The Great Recession. 

In 2007, just before the Great Recession, ruffled miniskirts and low rise jeans were all the rage with Ron Frasch (CMO of Saks Fifth Ave at the time) referring to the era as being “colourful and sexy” (Vox, 2018). Later that same year, the recession hit and fashion drastically changed. Even rich consumers, similar to the French Revolution, shied away from logoed clothes and bags perhaps in solidarity. “It was suddenly uncool to look rich” (Christian Binkley, former Fashion editor, Wall Street Journal); a trend that still persists today. Literally, fashion seemed to have changed overnight not figuratively but in taste. Stores slashed the price of inventory to remove those bright summer trends. Saks was the first to slash prices to 70%.

It was too late to retract the colour wheel and the Great Recession abruptly ended in June 2009; way too soon to create clothes that matched the mood of the citizens but that didn’t stop trendsetters from shying away from bright colours.

Even popular blog, popsugar.com had a hard time picking out which celebrity was the worst dress in 2007, showing how much the economic turndown affected the rich and powerful (popsugar, 2007).

Today, being aware of the tone of the economy isn’t just for people; businesses have learnt the hard way back in 2007 that the mood of people can dictate consumer behaviour on a large scale The fear of another economic turndown not only drives consumers to shop less but designers to create dark clothes in hopes to match the mood of the consumer and propel them to make a purchase. So perhaps the answer has layers. It’s certainly true that we noted that consumer behaviour changes when outside forces, either political or economical, make us re-examine our fashion choices. For now, we’ll be keeping a close eye on the runways and the FTSE to see what the future has in store.