WHERE DO OUR FASHION TRENDS REALLY COME FROM? We decode the fashion trend myth

The social and cultural phenomenon of street style has become a focal point of the fashion industry. That said, it’s not just for the public to appreciate: In recent years, designer brands have chosen to take inspiration from the streets, unlike in past generations, when a trend forecaster would’ve been involved. Streetwear labels such as A Bathing Ape, Off-White and Supreme are known to create clothing that feeds off the streets and creates a major buzz throughout the industry. But what about those high-fashion houses that use street style as a source of inspiration, but loses its credibility because of lack of media coverage?

There’s no real doubt that the mainstream media are in control of the information the public receives, and the coverage of designer runway shows and pieces is no exception. Journalists sitting front row at shows for the likes of Gucci, Chanel and Prada will report on what is directly shown on the runway as opposed to figuring out where the trend originated from.

Street style and street-style stars are synonymous with youth culture and with the youth being the biggest spenders in the fashion industry, it’s no surprise that designers are trying hard to tap into that market, making street style their go-to for inspo… but without the credit that’s due. With the rise of influencer culture and celebrity impact, the relationship between trend forecasting and designers has become blurry. Pre-internet, trend forecasters were a driving force in how designers would predict next season’s trends in analysing social behaviour and creating trend reports. Now, with big names such as the Kardashian family influencing the fashion industry, designers are looking at who is making the biggest waves online to find inspiration.

So you don’t need major credentials to influence the fashion industry; you just need a cellphone, the internet and a little app called Instagram.

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