SOCIAL AGENDA OF FASHION TRENDS

 Fashion and clothing possess a variety of ideological meaning.In fact, clothing and fashion are carriers of a wide range of ideological meanings. The fashion trends portray a visual culture and style of dressing that models the consumer identity in a specific environment. The social agenda of these fashion trends is to express the consumer’s identity in terms of lifestyle choices and attitude. The lifestyle choices change from one period to another period. In other words, they suggest the pattern & manner of dressing befitting an occasion that sets forth a standard. these clothing standards are in fact derived from the prevailing social values and their emotional expectations.

       The Fashion trend entails design focus and details on a garment noticed at different locations of the garment namely collars and necklines, hemlines, waistlines, shoulder lines, sleeve lines, and hip lines. A sneak peek review of Google fashion trends report. (Www. Thinkwithgoogle.com/ spring-2015-fashion-trends-google) tells us about the status of the trends floated by the fashion clothing articles.

       There is a steady rise in the consumption of styles like waist trainer, jogger pants, palazzo pants, tulle skirt, and midi skirt. While styles like white lace dress, high waisted bikini, romper, shift dress, and white jumpsuit have recorded seasonal growth. Not only had they added on a new element of Elegance and natural well being to the contemporary human existence but have demystified few common fabric notions in the society like knitted stretch denim is suitable only for lounges and tulle is appropriate only for elegant party wear or Haute couture. Be it the kinematic comfort of jogger pants that meets the requirements of the frail customer who would like to do away from the heavy trousers that bruises the skin or the very low weight and airy silhouette of tulle skirt or the easy to don and doff jumpsuit have all added on a renewing feature and pepped up the existing look. The agenda of each fashion trend is to enhance the look and feel of the customer.

From the user search behavior patterns, it is clearly evident that many fashion trends have bulldozed the issue of class entirely, and instead follow patterns of “personal identity” dictated by psychographic parameters based on age, race, gender, sexuality, leisure activities, and various sub-cultural allegiances. This is a classic example of how contemporary fashion cycles operate differently from purely top-down models (Crane 2000).

SOCIAL AGENDA OF FASHION TRENDS

And trends themselves are in fact rolled out by the forecasting services following thorough ethnographic studies. As the living conditions, the environment and the cognitive engagement in the life of a person change simultaneously the attitudinal expressions also change. And in an era where the construction of personal identity assumes absolute importance for an individual, the fashion designers and forecasters alike float their agendas to cater to these special emotional needs driven by lifestyle and values.

Clothes are never a frivolity; they are always an expression of the fundamental social and economic pressures of the time (laver 1968). WGSN Executive Vice President Leticia Abraham also share the same view that fashion is one of the most evident and prolific places for individual and social expression and is a means of communication but not a revolution in itself (Www.wgsn.com/blogs/trends-and-fashion-theyre-not-dead-and-never-will-be). Another example is the rise of street style which proves fashion is an essential mode of self-expression.

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