Changing the seasons
Before see-now buy-now was bravely put forward by the likes of Burberry, there was an increasing sense that the fashion cycle was feeling more and more alienating to today’s customer, and not just because we’re living in the modern world of instant access at the click of a button.
Current affairs have shown that nowadays there is a strong need to feel involved in listened to, and this passion can go all the way from politics to the way we shop. The tectonic shifts in how and when fashion is seen and becomes accessible is a sure sign of fashion becoming more democratic.
As see-now buy-now has shown, an innovative approach can come from a simple change in timing and fabrication. Department stores full of summer linens in January, as is their current custom, can feel irrelevant to the majority who aren’t planning to go aboard any time soon. Linen is the perfect choice for high summer, but it has less seasonal longevity than a fabric such as washed silk. A silk shirt or jacket can be effortlessly adaptable, paired with jeans in the daytime or with diamond earrings in the evening, it can stay at the forefront of our wardrobes without ever feeling out of place or out of season. Another well-thought choice in cloth is royal gabardine. Both durable and breathable, royal gabardine can be worn 9 months of the year and styled to suit all climates. A more trans-seasonal approach to buying clothes can make the pieces in our seasonally fragmented wardrobes feel more unified.
With pre-season collections becoming more popular, the lines between seasonality are become less and less defined. Perhaps we will see a continuing move away from ‘seasonal’ collections, which could allow for adaptability within fashion. A flexible approach to an outdated seasonal cycle might allow designers to create in a way better suited to their customers as well as the times.