adminser As we look back on the year that was, some moments are particularly memorable. LYST’s Year In Fashion Report revealed the top trends and searches inspired by major moments in 2020. Vintage and secondhand are on the rise and will likely become the main trends of the decade. It is important to make sure that these moments transcend trends.
During the review of the year, some moments stand out. LYST’s Year In Fashion Report revealed the top trends and searches inspired by major moments in 2020. Vintage and secondhand are on the rise and will likely become the main trends of the decade. It is important, however, that these moments transcend trends. They should instead be implemented as major movements that will continue to shape how we wear and make our clothing.
Reflecting on the past, it becomes clear that trends are what define a decade. These trends are also in synergy with the cultural and political movements of their time. It is hard to ignore the relationship between fashion and politics in history. Fashion echoed radical sentiments as women were liberated from systemic control over their bodies and freedoms in the 20th century. The transition from restrictive corsets that made it difficult for women to breathe to looser dresses, shorter hemlines, and dazzling beading was reflected in the fashion.
Sustainability emerged as a distinct trend in the decade we have just left behind, the 2010s. It seemed that every brand wanted to jump on the sustainability bandwagon as the global climate crisis raged and was no longer a thing to be avoided. It’s hard to tell if the brands were being honest or if they just wanted to look good. Greenwashing was undeniable. It is a PR and marketing tactic used to falsely amplify the environmental efforts of brands in order to persuade an audience.
It became increasingly difficult to keep pace with the abundance of information as sustainability gained momentum. Older advice was sometimes contradicted by new information, which put brands with good intentions into difficult situations and discouraged those who expressed curiosity. It was also not made easier by the current global supply chain status quo to be squeaky clean and sustainable.
As we enter a new decade and 2020 has already raised the bar, sustainability is evolving from a mere trend to a conscious intention and lifestyle choice.
It’s possible that such a growth was expected. Trends are, by definition, cyclical. Sustainability was never intended to be a mere trend. From the start, its goal was to educate and curb overproduction caused by fast fashion. Ironically, it is designed to be the opposite of a fashion trend.
Ellen MacArthur Foundation statistics show that less than 1% of recyclable materials are recycled into clothing. The Ellen MacArthur Foundation’s mission is to speed up the transition to circular economies. This is not all – each year, approximately $100 billion worth of recyclable materials end up in landfills.
As unquenchable blazes raged in California, South America, and Australia during the second half-decade, the reality set in, and it was clear that more needed to be done. It is no longer acceptable to stick a recycled label on a product tag. Brands, innovators, and consumers would all have to take concrete steps to stop the growing effects of an ecosystem in decline.
As we enter a new decade, things seem to be looking up. Sustainability is a systemic concept that has been incorporated in many ways. It aims to continue to shape the way energy consumption, food consumption, agricultural practices, and clothing production are done.
As sustainability becomes the norm, the social and political climate will influence our understanding of the trends for this decade. We can already understand some of the key moments in fashion history through Lyst’s Year In Fashion Report.
Jennifer Aniston attended the 2020 SAG Awards on January 19, wearing a vintage Christian Dior gown by John Galliano. In the 48 hours following the first appearance of the dress on screen, the decision led to an increase in vintage dress searches by 40%. This result would serve to strengthen further the many circulating claims about vintage being on the rise. Princess Beatrice wore a vintage wedding dress by Norman Hartnell on loan from Queen Elizabeth II in July to further support the vintage and used hype.
In September, vintage fashion was the most searched term, with an average of 35K searches a month. Secondhand searches also increased by 104%.
The political climate and social moods of the past year have also contributed to the new tone. Searches for white pantsuits spiked by 129% in November when Kamala Harris gave her acceptance speech wearing a white pantsuit. Shopping for Black-owned businesses and wearing t-shirts that made political statements were popular choices earlier in the year.
As a reaction to the year in which we were forced to wear sweatpants and tights, it is predicted that the next few years will be the exact opposite. The Roaring 20s broke the norms of the time, and the last aughts may feature embellishments, short sleeves, bold colors, and bold prints.
We are just at the beginning. Vintage and secondhand, like sustainability in its early days, still risk being mere trends. PR tactics will greenwash them to increase sales. As with sustainability, it’s possible that unforeseen circumstances, be they political, social, or environmental, will interfere with and change our habits in the future.
