Luxebook February 2023

The fashion industry is an ever-evolving space.While trends change every season, one thing that remains constant is style. Unlike trends, style is considered inherent, and an extension of the individual’s personality. Fashion designer Pooja Shroff distinguishes between the two thus: personal style is an expression of individuality, reflecting an individual’s unique fashion sense and character; trends, on the other hand, are the latest and most popular styles in mass fashion. But the internet revolution seems to have changed things forever. It would be fair to say that recently, dressing has been driven by social media and the internet.While some choose to make bold statements through their take on unconventional and eclectic picks, others are safely following the herd. But that’s not all, even clothes from different brands are beginning to look similar and some stores are stocked with copycat designs. “Trends are more artificially created and accelerated by the needs of fast fashion and the necessity of increasing the top line continuously,” claims Vaishali S, fashion designer. Homogenisation of both trend and aesthetic standards are some of the ill effects of globalisation and the internet working together. In modern society with the surge of celebrities and influencers on social media, individuals seem to be influenced by the algorithm more than one another. And soon enough it might even be hard to tell the difference between two individuals’ dressing choices. A few pivotal questions we need to be reflecting upon are – is the internet making us dress the same?Are trends and brands being pushed by social media without much thought? LuxeBook dug deeper to get a clear understanding of maestros in the industry. “While scrolling through our Instagram, one gets access to the world of fashion like no other. It has kept us abreast with ongoing trends, be it from the runways or our favourite influencer’s feed. There is an undeniable fondness for fashion trends today. The lines of the fashion world are blurred as more and more fashion trends have become accessible. This sharing of trends and the ease of accessibility has led to the homogenization of fashion trends,” shares Shroff. However,on the flip side,Nivedita Saboo Founder and Fashion Entrepreneur at Nivedita is of the opinion that it’s the exact opposite. She says, “Be it a millennial or a Gen Z-er, today everyone wants to flaunt their individual style. They want to use clothing and accessories as a Vaishali S, Fashion Designer medium of self-expression and authenticity, whether that means going the maximalist route or minimal, wearing something traditional or contemporary. And that’s the beauty of it all. The weight of ‘fitting in’ has been lifted off. This outlook is most evident to me when working with my brides and grooms. They no longer want to fit into boxes. The new-age Nivedita bride, for instance, isn’t coy and doesn’t want to hide under the garb of a heavy lehenga or dupatta. She wants to embrace her roots and also celebrate her personality on her big day. The modern man isn’t at the mercy of his partner either. He’s well aware of the silhouettes and shades that work for him.” An absence of personal style “Despite appearing to be separate, personal style and trends are interconnected, with the fashion industry relying on the continual emergence of new trends. However, this has led to the ‘fear of missing out’ factor, causing people to prioritize following trends over maintaining their style” states Pooja Shroff. For most of the 20th century, designing clothes for mass consumption was still dependent in large part on the ideas and creative instincts of individuals. Fashion offices sent people out into the world to see what was going on, both within the industry and in the culture at large, to find compelling ideas that could be alchemized into products for consumers. At the end of the 1990s, things in fashion started to change. Conglomeration accelerated within the industry, computers and the internet were becoming more central to the work – even on the creative side, – trendforecasting agencies emerged, and their services gained wider popularity and deeper influence. Soon enough fast fashion took over, trends surpassed creativity to meet sales targets and innovation took a back seat.” Set aside a few icons of fashion like Armani and Chanel where, despite innovating every season you clearly recognise their distinctive immutable style, nowadays also the big brands have been caught into the trend’s treadmill. We see former iconic brands like Balenciaga, Gucci, etc. playing the game of trends and trend setting, very often exponentially increasing their top line (and market value), but then having backlashes and risking losing the identity of the brand,” feels designer Vaishali S who recently showcased her new collection at the Paris Fashion Week. As buyers and sellers become Influencers and the impact on fashion 34|L U X E B O O K|F E B R U A R Y 2 0 2 3 F E B R U A R Y 2 0 2 3 |L U X E B O O K| 35

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