We are used to the fact that the headlines of newspapers and glossy magazines are full of inscriptions from the category: "This season is fashionable ...", "All Hollywood stars wear it ...", etc. But what is hidden under attractive advertising: a real style of the XXI century or another passing trend ? What is a modern fashion?
New trends, textures and forms are literally imposed by designers on modern society. If just a year ago on the shelves of stores, in fashion magazines, on television, we saw an abundance of skin - a trend that gives off in the 20 years of the last century, then now in the spring-summer 2013 season we meet a vertical black and white strip, which is already quite boring Floral print and African motifs. Why, among this variety of expensive and budget brands of a large number of designers, we do not see the individuality that would not conquer the masses, but only a few? What is the reason that the fashion market works for the public, and not for a specific character? How to stand out in this "fashionable" crowd and find your own style? The answers to these and other questions are rather difficult to find.
Modern fashion is massive, and this is its main difference from what designers of the past decades created. First of all, this is due to the development of industrial society. Whereas previously clothes were created manually by fashion designers according to customer designs, now even monsters such as Dolce & Gabbana and Chanel are forced to create collections aimed at consumers. Why are they doing this? It is quite obvious - in order to earn extra money. World brands that create modern fashion trends send them to the masses, where more democratic brands copy their sketches, create a replicated analogue from "cheap" materials and sell them in various countries. This type of mass market includes ZARA, H&M, New Look, etc.
What is a modern fashion? Oddly enough, but in most
their forms and styles of our time are only a copy of what was created in the 30s, 40s, 60s, 80s . The fashion industry began its journey more than one hundred years ago, but only the last century has made fashion accessible to everyone.
The first designer houses began to open at the beginning of the 20th century, but they gained popularity and accessibility only in the post-war years. It was at the beginning of the twentieth century that women managed to get rid of the fettering movements of corsets, magnificent skirts. Here, for the first time, we see the Basque - the main trend of 2012. It should be noted that modern men's fashion develops on the same principle.
But let's continue about the female. Toward the middle of the 20th century, thanks to Mrs. Chanel, the ladies began to wear more formal business suits, small black dresses. The laid on collar - another modern trend - was taken from the Coco era. A real breakthrough in fashion was made by the “swinging sixties”, it was in this era that high-waisted dresses, skinny jeans, loafers, bikinis, and mini-skirts became popular. Androgyny, so relevant now, also originated in the 60s. You can list endlessly what the “forgotten old” uses modern fashion, but the fact remains that it’s already impossible to come up with anything new in the 21st century, everything was created in the last century.