You Are Under Control: Who and Why Sets Trends

Demand Creates Trend

The speaker: Asya
If you want to be fashionable, you should follow trends. They drive stylists, celebrities, and everyone who is interested in the world of fashion. Asya speaker explains where they come from and why we support them.

In today's reality, after the release of a movie, album, or magazine article, people go nuts and vacuum the next day the boutiques of the brands mentioned or glimpsed. To get closer to a stylish celeb and copy her look while throwing out the trash, you can go to a special blog that will detail what sunglasses, loafers, and hoodies she [the celeb] wore. After a trip to the store, eureka! You're throwing out black bags quite like a superstar. So, it seems like trends are formed by culture and influencers, but what if they're actually driven by marketing?

Music is considered art, a backdrop for copying dances from Lalaland or a mood tool when you really want to be a gangster while you are a businesswoman, and even vice versa. It's not uncommon to find traces of commercialism in the songs as well. Listening to lyrics containing Gucci, Prada, and Louis Vuitton mentions, for example, may cause the listener to have an unconsciously strong desire to purchase branded clothing and thus indirectly connect with their idols. And a striking example of this is the single RAF by the rapper A$AP Rocky, which mentions the name of the designer Raf Simons. The number of Google queries about the creator increased several times after the release, and a little later, Simons received the CFDA award for the best line of Calvin Klein women's and men's clothing.
"RAF" by A$AP Rocky
Calvin Klein x Raf Simons Collection
Raf Simons
Modern rappers are walking editors, and creating an image for them is just as important as the beat for a new track.
Modern rappers are walking editors, and creating an image for them is just as important as the beat for a new track. They inspire and set trends, and the occasional appearance in one brand's clothes can draw attention to a company and influence its sales. For example, the Scrooge McDuck of the Nike world is Travis Scott, who has had a hand in creating the Air Jordan, which at one time was worn by absolutely everyone. According to Forbes, the artist earns about $10 million a year through this collaboration. It's interesting if he's swimming in mountains of sneakers. Any item can be on trend, not just shoes that everyone needs. For example, Kanye West - now Ye - fell in love with bulletproof vests during the presidential race, which a little later became a trend from the brand 1017 ALYX. He also caused a stir by wearing a Dickies jacket to the 2019 Met Gala. The jacket was loved by many because it was only $43.

But trends aren't just born of mommy stars and daddy marketing; they also come from a really outwardly appealing wrap. It wasn't long ago that oversize was everywhere, and in 2022, we wanted something completely different. And Euphoria came - literally and figuratively - that showed the heroine, Maddy, wearing a dress with cut-outs from the Akna brand. It sold out, multiplying the demand by 900%, and those who watched the show later were looking for analogues. That was the Hole Dress Boom.
Kanye West in a vest
Fragment x Travis Scott x Air Jordan
Maddy in a cut-out dress
Usually people just see that the item looks great...
Bella Hadid's quiet domestic appearance at the 2020 event with a tote in her hand marked the second coming of the Lulu Guinness Bingo bag. Ten days later, the accessory was no longer available in any of the brand's stores. At the end of 2021, it was not without the help of celebrities that it became relevant to go out in a "blanket with sleeves." Rihanna, Irina Shayk, Lil Nas X, and others spread the obsession for elevated puffers, the demand for which has increased several times. In general, copying celebrity outfits is more of a classic than bad manners. Especially for these fashionable habits, there's, for example, The Trend Spotter website, where the style of Nicki Minaj, the beloved singer's glasses, and - attention - the best tattoo ideas for men and women are analyzed in detail. Usually people just see that the item looks great, so another source of trends is good old Fashion Week. The more often you see cropped pants, the greater the chance that the same jeans you grew out of five years ago will soon be on trend. Designers around the world tirelessly analyze the shows to get their clients the latest information, but no one can compare to the analytics of Zara. Their talents are legendary. As soon as the fashion house releases a new collection, similar trendy goods appear in the Zara stores, and a few days later, they are worn by everyone.
Trends appear here and there, and they can be divided into several categories:
    Trends appear here and there, and they can be divided into several categories:
    • Long con. Things become trendy because of clever marketing or collaborations.
    • Creation. Designers and stylists do their job and hit the bull's-eye.
    • I-want-it-too. In an attempt to adopt the style of the influencer, a trend is created.
    • Favoritism. People find great products, and the Internet helps.
    It can't be ruled out that marketers skillfully create the illusion of choice, where you decide for yourself which trends you like and which ones you'll stay away from. The perfect matching song in the YouTube video does its job; the next day, everyone is singing it, and bloggers aren't just sharing a lipstick stand for the third video in a row. But you can't rule out that demand can arise from an unsponsored fluke, like when a global influencer takes selfies with his time-honored bag in the background, which will soon blow up the entire Internet. The truth is, the trend categories are intertwined: Kendall Jenner can appear in SKIMS swimwear because she likes it, and so she can promote her sister's brand. An artist can pay for his YouTube mention in a video, and his channel will move to the top of the trends because his useful content has been finally highlighted.

    It is useless to argue about which came first, the marketing chicken or the trend egg, because it is a symbiosis in the world of fashion and relevance. Celebrities, business, and marketing are all in step with the times, and very often influence each other without realizing it. It's neither good nor bad: you can watch a commercial and not want the product, or see girls wearing Bratz shoes and buy them, becoming not just a doll, but a doll with trendy Versace heels. It does not matter what influenced your desire to buy the product — your aunt Susan with 10 cats or advertising paid by the company — it does not matter. The main thing is that you like it, because the trends change so quickly that you can make do with one phrase: "You don't get it."
    Revlon Oil Absorbing Roller
    Billie Eilish in an elevated puffer
    Lulu Guinness Bingo bag
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