How do trends emerge in fashion?

We, the social media department of Aytex, had the exciting opportunity to talk to the two creative minds behind the innovative design team of our textile production - a little insight into the topic of ‘trends in fashion’.

Dominika, Key Account Manager, and Tatjana, Head of Design, share their valuable insights into the development of trends in fashion. 

Dominika works closely with key accounts and incorporates their wishes into the creative process. Tatjana leads the design team and is responsible for realising innovative ideas. Together they discuss how trends emerge and which factors influence the fashion of tomorrow.

In your opinion, what are the main factors that influence the emergence of a new fashion trend?

D & T: Fashion today is characterised by many different influences. VIPs, especially from the music scene, and influencers on Instagram and TikTok play a huge role in what's hot right now. It's often about who/what/where is wearing what at an event, for example. This can give an outfit a whole new meaning and attract a lot of attention.

But it also reflects the issues that concern us socially, politically or socially. Designers and fashion shows naturally also set important accents and indicate where the journey is heading. In the end, fashion is created through a mixture of everything: high fashion brands, music and the ideas of influencers who bring it all together.

To what extent does social media play a role in the spread and establishment of fashion trends?

D & T: Nowadays, social media platforms such as TikTok and Instagram have a huge influence on the emergence and spread of trends - it is estimated that around 70% of trends originate there. They offer everyone the opportunity to present themselves and make new trends accessible to everyone.

Influencers and well-known personalities in particular play a major role here. Thanks to their wide reach and many followers, they can spread trends to all walks of life and therefore have a strong influence on what is currently popular.

Can you give an example of a current fashion trend and explain how it came about?

T: A good example of a trend that has been revitalised by a celebrity is the current cowboy trend, which Beyoncé has significantly influenced. Shortly before the release of her album ‘Cowboy Carter’ at the end of March, she presented various looks that emphasised the theme of her album. Her appearance at the Grammy Awards was particularly striking, where she combined a Louis Vuitton outfit with a real Stetson. This look caused a huge hype that quickly spread to music festivals and finally arrived in general street style in the summer.

D: Bows, bows, bows: If fashion were a competition, the gold medal would go to the bow!

The trend first appeared sporadically on catwalks in Paris, Milan and New York.

Influenced by the Barbie film or pop singer Taylor Swift, being a ‘girl’ was celebrated again. ‘Look cute, come across as tough.’ This trend runs through all media.

The classic design element has now far exceeded the boundaries of the accessories category and has secured itself a permanent place as a decorative element in the fashion world.

How strongly do designers and fashion shows influence the direction in which fashion develops?

D & T: Fashion shows are crucial because they often set the trends that later appear in mainstream fashion. Many of our everyday fashion trends are based on designs from high fashion and their own interpretations. At the same time, as I just mentioned, stars in the public eye such as musicians, actors, influencers, etc. play a major role.

How important is the prediction of fashion trends for companies, and what methods are used to make these predictions?

D & T: As a fashion company, it is essential to recognise and implement trends at an early stage, so this prediction is extremely important to us. We follow important influencers on their social media channels, observe the film and music industry, pay attention to current world events, seasonal and emotional topics that move people. We also attend trade fairs and go on shopping trips outside Europe to get as broad a picture as possible.