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 this …”, etc. But what is hidden under attractive advertising: real XXI style century or another passing trend? What is modern fashion?
New trends, textures and forms are literally imposed by designers on modern society. If just a year ago we saw an abundance of leather on store shelves, in fashion magazines, on television - a trend reminiscent of the 20s of the last century, now in the spring-summer 2013 season we meet a vertical black and white stripe, which is already rather 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 conquer not the masses, but only a few? What is the reason that the fashion market works for the public, and not for a particular character? How to stand out in this "fashionable" crowd and find your own style? Answers to these and othersquestions are hard to find.
Modern fashion is mass, and this is its main difference from what was created by designers of past decades. First of all, it is connected with the development of industrial society. If earlier clothes were created by fashion designers manually according to sketches of customers, now even such monsters as Dolce & Gabbana and Chanel are forced to create collections aimed at the consumer. Why are they doing this? Quite obviously - 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 “penny” materials and sell them in various countries. Such mass markets include ZARA, H&M, New Look, etc.
What is modern fashion? Oddly enough, but in mostthe 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 in the last century has fashion become available to everyone.
The first design 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 corsets and puffy skirts that hindered movement. Here we see the peplum for the first time - the main trend of 2012. It should be noted that modern men's fashion is developing according to the same principle.
But let's continue aboutfemale. Toward the middle of the 20th century, thanks to Madame Chanel, ladies began to wear more formal business suits, little black dresses. The false collar is another modern trend - it is 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, moccasins, bikinis, miniskirts began to be popular. Androgyny, so relevant now, also originated in the 60s. You can list endlessly what the “forgotten old” is used by modern fashion, but the fact remains - it’s impossible to come up with anything new in the 21st century, everything was created in the last century.
