In fact, the clothing that consumers are able to purchase are actually selected by the consumer themselves, as well as other influential individuals like designers, seamstresses, the media, runway models and even celebrities. Since fashion is a worldwide industry that refuses to sit still and has the ability to change direction in an instant, we have decided to briefly look into the evolution of fashion over the past century. Read on to find out more…
In the past, and particularly during the two major world wars of the early 20th century, materials were sparse and people were forced to carry out numerous repairs in order to extend the life of their clothing. In fact, the entire industry was locally based and it wasn’t uncommon for small towns to have a specific member of society to whom they would purchase their clothing from. As a result, people would cherish their clothing and invest in it.
Whilst the concept of mass production didn’t take hold until the mid-50’s, it actually began at the start of the 20th century. After all, the clothing that women, and many men, wore was fitted to the specific body shape of the consumer so it wasn’t possible to create thousands of replicas of the same garment. It was only after the second world war that consumers began to produce clothing that didn’t require fitting and this made way for the implementation of mass production. In fact, this method is the foundation of the fast fashion industry.
The Wants of the Consumer
Since fashion is easily influenced, it is important that designers take into consideration that wants of the consumer. After all, this is who will be purchasing the clothing! Following on from the concept of mass production, new trends started to emerge decade by decade and many of them became synonymous with a specific time in history. For example, shoulder pads are widely recognised as an 80’s trend. Interestingly, it is mass production that allows the fast fashion industry to constantly filter through trends as soon as they appear.
Media and Celebrity Influence
The celebrity culture we know of today is vastly different from the celebrity culture of the 20th century. After all, the power of social media allows anybody and everybody the ability to become a star and the idolisation of many celebrities in 2018 means that they have the ability to sway the entire fashion industry one way or another so designers are picking up on this. In fact, many celebrities now ‘endorse’ certain brands because the industry knows that consumers are more likely to purchase clothing from a store that their favourite artist is promoting.
The fashion industry doesn’t show any signs of slowing down which means that it is very likely that there will be many more historical moments of evolution during the next century. With this said, the introduction of practices like mass production may have paved way for the worldwide expansion of the industry but it also become an unsustainable reliance. As a result, the clothing that is produced often lacks in quality and is unlikely to last a dozen washes.
Here at 2forjoy, we implement a slow fashion approach in order to craft high quality garments that are guaranteed to last beyond a single season. To find out more information, get in contact with a member of the 2forjoy team today.