This month, we haven’t just begun a new year, but a whole new decade. The 2010s were a defining decade for fashion that brought about huge upheavals in the industry at large, beyond the usual shifts and patterns in the fashion itself.
One of the most notable examples of a growing trend that is likely to increase in the 2020s is the recent focus on sustainable fashion and minimalism. Gone are the days of bragging about shopping splurges – much of the web’s bloggers and YouTubers show off their ability to live with a sparse wardrobe made up of more expensive, choices pieces that last longer and are of better quality.
The 2010s was the decade fast fashion reigned supreme – the phrase was coined as retailers began to chase trends and products as opposed to the traditional distributing of two to four fashion cycles per year. Two Zara dresses went viral, one in 2017 and another in 2019, and consequently were snatched off shelves in a frenzy, getting their own Instagram pages and gaining a cult following. Fast fashion retailers such as Boohoo and Missguided began printing affordable t-shirts with the lyrics to current pop songs on; Love Island contestants were signed on as ‘ambassadors’ after they left the villa, who subsequently tended to gain their own lines. All of this accelerated the swiftness of trends in fashion – and thus the phrase was termed.
But everywhere you look, pledges are being made to reduce frivolous and frequent spending. It’s much more sustainable and eco-friendly to shop infrequently with the intention of keeping your clothes for a longer period, but whether or not this trend of minimalistic, mindful living will continue for much longer, or is simply a fad, is another question that will be answered in due time. Tabloids like The Sun still continue to look disdainfully on those like Kate Middleton, who re-wears her clothes in order to promote sustainable fashion – hopefully, in time, the cultural shift will mean that this practice is looked upon as the norm.
Another trend hitting the New Year’s resolutions list is the ‘shop independent’ pledge. Buying from local small businesses and start-ups is a more personal way of shopping, as you support the businesses in your local area – experts estimate that for every £1 spent locally, 63p says in the local economy, compared to 40p with a big business. The conscientious millennial shopper is now more likely than ever to pop into smaller-name and local brands than to browse the rails of H&M, Topshop and Zara – as proven by Arcadia’s recent financial struggles. This can only be good news for small businesses, and – hopefully – will continue throughout the 2020s.
Platt’s is an independent men’s clothing store in Crewe that has been tailoring to the more discerning gentleman for over fifty years. We stock brands such as Marc Darcy, Roy Robson, Gant and Eton, and offer a range of both formal and informal attire. Head to our Crewe store today where there is up to 50% off selected lines until the end of January, or call 01270 580716 to make an appointment for a fitting.