Fashion Movement

FASHION MOVEMENT 

Sneha Moghe| Fashion Technology, DKTE Society’s Textile and Engineering Institute | October 10, 2020

moghesneha01@gmail.com

“Fashion Movement” is the ongoing change in fashion. It is considered as a Fashion Movement when a new style/fashion is arrived and the previous style/fashion is rejected. There is a movement from one fashion to another, this movement is called “Fashion Movement”.

‘Fashion Trends’ lead to Fashion Movement, as people accept the trends it becomes the new fashion. As new fashion trend arrives people reject the previous fashion and accept the new one.

There are ‘Fashion Theories’ which explain Fashion Movement, but there is no one such theory which is adequate for fashion movement.

Three primary Theories of Fashion -

1. Trickle Down Theory [by Veblen in 1895, Simmel in 1904]

In this theory, Veblen (Fashion observer) observed the society and the people who procure fashion. He studied about how fashion is trickling down (moving or penetrating down wards) as per people’s class. The elite people or the fashion influencers are at the top, the middle-class people or fashion followers in the middle and poor people or the lower-class people at the bottom. He observed that the fashion is adopted only by the rich or elite people and some of the middle-class people. But the fashion never reaches to the bottom i.e. the fashion is not adopted by poor people as because they wouldn’t afford it or they were not allowed to procure fashionable attires or products.

But after Veblen put forth this theory, Simmel had objected over the Veblen’s Theory. Simmel observed that some of the Elite people aren’t fashionable and there are people who are self-estimate who love fashionable lifestyle. Therefore, he made changes in the trickle-down theory, at the top were the self-estimate people, fashion leaders, fashionable people whereas in the middle were fashion followers and at the bottom were anti-fashion people.

2. Trickle Across Theory [by King in 1960s]

In this theory, King (Fashion observer) observed the society and their lifestyle. He found that the theory which was put forth by Veblen or Simmel was not appropriate for cosmopolitan society. As after World War II, there was change in the society. Women were getting equal rights, there was increase in industrialization, mass media and mass production. So, the King studied the fashion market and he found that due to these factors like women equality, industrialization, mass media, etc. the fashion is moving across.

For example, in mass production the same product was having different prices as per the quality and sustainability of the product, more the quality higher would be the price. So, the same product was procured by fashionable people as well as followers but the only difference was the quality and extra features of the product. Some of the manufacturers were duplicating the brand products using cheaper raw material so that the same products can be procured by middle-class people.

Therefore, the King put forth the Across theory where the fashion was moving across (where the same product was procured by fashionable people as well as the middle-class people). In his theory, at the top were the industrialist or the elite people, below them were upper class people. Below them were middle class people, below them were lower class people and at the bottom were poor people. According to their class the fashion was moving in across direction.

3. Trickle Up Theory [by Field in 1970]

In this theory, Field (Fashion observer) observed the society and he found that the fashion was influenced by economy, sexual revolution, youth culture and status. In this era of fashion, women were wearing pants/trousers as similar to men, this was due to sexual revolution where women were able to work outside. Due to World War II many men lost their life in the war and their women had to work for their living. Therefore, women started to earn money.

Taking another example of status, the jeans earlier was meant for the labours as it was sustainable and comfortable while working. But later in 1970s, the jeans became fashion and was wore by elite people as well.

Another parameter which influenced this theory was the youth or the young age people who were fashionable. The fashion of youth was followed by kids as well as the elder people. For example, the youth was wearing fashionable jeans bright coloured t-shirts and this was followed by the kids as well as the elderly people.

Hence, observing this Field put forth the trickle up theory, in this theory the elite people were at the top, middle-class people at the middle, labour/lower class people at the bottom. But the direction of this theory was upwards, the fashion was moving in the upward direction.

Types of Fashion Movement -

Fashion movement can be slow or fast. This depends on the consumers who purchase new fashion by rejecting the previous. Therefore, there are two different fashion movements described by the fashion designers and retailers. Those are,

1. Slow Fashion Movement:

A movement is considered slow when a product is designed or created of a good quality and last for years. So that when people buy that product, they use it for a longer period of time rather than investing for buying the same product again and again. Here the duration of time of rejecting the previous product and buying a new product is long. Therefore, this movement is called as “Slow Fashion”.

The fashion which is eco-friendly and sustainable is also considered as “Slow fashion”.

For example,

Ethical fashion, Lasting fashion and Eco fashion are part of Slow Fashion.

Now-a-days slow fashion is on an uprise as because the fashion products are sustainable and hence, we can reuse, recycle, re-create, etc. In this pandemic, people are investing less on fashion as they need sustainable products which last for years.

2. Fast Fashion Movement:

A movement is considered fast when a product is designed or created of a poor quality and cheaper raw material or which is unsustainable. People who are unaware of the properties of such products or people who have small budget buy these products, they use it for a short period of time. Here the duration of time of rejecting the previous product and buying a new product is short. Therefore, this movement is called as “Fast Fashion”.

When there is more competition in the market and many brands launch different products at the same time, this also leads to “Fast Fashion”. As because people now-a-days want fashionable products and lifestyle therefore they are willing to purchase new trends immediately when they are in the market.

Some of the elite people, fashionable people, celebrities, stylers buy fashion products as soon as they are launched by designers. They are the ones who influence people for buying fashion trends. These people are also the reason for “Fast Fashion”.