This is how you identify fashion trends

"But I come back stronger than the '90s trend." I know that's a lyric from Taylor Swift's song "Cardigan." Yes, I admit I am a Swiftie, but I intended to write about fashion trends and how to identify them. Observing trends might seem straightforward—just watch people—but it's not that simple for fashion professionals. Through my studies and research, I have compiled a few key points to summarize how to identify fashion trends.

1. Fashion forecasting packages:

   Specialist fashion forecasting companies located in key fashion cities such as Paris, Milan, London, New York, and Amsterdam publish comprehensive packages that contain valuable visual information. These packages include garment sketches highlighting key shapes and details, trend boards, and insights on colours and fabrics. Notable companies in this field are Promostyl from Paris and Nelly Rodi from Amsterdam.

   Each publication focuses on various categories, including womenswear, menswear, lingerie, and knitwear, and they are typically released 18 months ahead of the respective season. This advanced timing makes them extremely valuable, as trends can be anticipated well before production begins. Fashion companies often purchase these packages annually, although they tend to be quite expensive.

   There is an economical alternative to the options mentioned earlier: purchasing specialized magazines like International Textiles and Textile View. These magazines are published monthly, but they are not as detailed as the other sources. Another option is the subscription-only website wgsn.com, managed by the Worth Global Style Network.

2. Fashion Magazines:

   Fashion magazines are a valuable tool for identifying fashion trends. Here's how you can use them effectively.

   1. Trend Reports and Editorials: Magazines like Vogue, Collezioni, Marie-Claire, Harper's Bazaar, and Elle publish trend reports each season, showcasing the key pieces, colours, and styles from major fashion shows. These reports help highlight what's popular and upcoming.

   2. Designer Features: Magazines often feature interviews with designers, providing insights into their creative process and the direction of their collections. This gives clues about trends that may gain traction in the near future.

   3. Street Style Sections: Many magazines highlight street fashion during Fashion Week. This is where real-world adaptations of runway trends appear, offering a more relatable glimpse of emerging styles.

   4. Advertisements and Brand Campaigns: Ads from top brands often preview upcoming trends through their seasonal campaigns, revealing what will dominate the market.

3. Fashion trade fairs:

   Fashion trade fairs are large-scale events where brands, designers, manufacturers, and retailers come together to showcase and explore new collections, products, and services. These fairs serve as vital business platforms for networking, buying, and selling within the fashion industry. Typically, they are organized for professionals in fashion retail, distribution, and merchandising rather than for the general public.

   Trade fairs specialize in various areas of the fashion industry and usually take place semi-annually. Buyers attend these events based on their target market and product focus (e.g., womenswear, knits). The different types of trade shows include textile shows (focusing on fabric and yarn), apparel shows, and specialized product shows (such as footwear).

   Some notable examples of trade fairs include:

   -Première Vision (Paris): This fair focuses on fabrics and textiles.

   -Pitti Filati (Florence): A yarn show dedicated to the knitwear industry.

   -Pure (London): Specializes in middle-market womenswear.

4. Fashion Week

   Fashion Week typically belongs to the top tier of the fashion pyramid, often referred to as haute couture or luxury fashion. At this level, high-end designers and luxury brands debut their collections, which are characterized by exceptional craftsmanship, exclusive materials, and innovative designs. These collections are not mass-produced and are often custom-made for a select clientele.

   Below this tier are ready-to-wear (prêt-à-porter) collections, which also appear during Fashion Weeks, particularly in the shows of more accessible, though still premium, brands. These garments are produced in smaller quantities than mass-market fashion but are more widely available than couture. Luxury buyers are invited to these runway shows, while mass-market buyers, who are not allowed to attend, typically gather information from fashion magazines. Other sources to view ready-to-wear collections are firstview.com, wgsn.com, and Fashion TV.

5. Social Media Influencers

   Platforms like Instagram, and Pinterest are hotbeds for emerging trends. Influencers and fashion bloggers often introduce new styles to the public. Some of my favorites are modeamour, anoukyve and Camille Pidoux for their aesthetics, style, and creativity.

6. Film, Music, and Pop Culture

   Pop culture has a significant influence on fashion. Movies, TV shows, and music icons often spark trends with their personal styles. I remember being particularly inspired by Taylor Swift's heeled Oxford shoes—I still love them! :D

7. Analyzing Buying patterns

   Analyze buying patterns and preferences. Review sales data, e-commerce platforms, and Google Trends to identify which items or styles are becoming popular. Observing daily outfits can help predict future demand.

While these are some of the resources to find fashion trends, identifying fashion trends involves a lot of observation. Fashion is everywhere, it’s all around us, so observe and don’t forget to look back at past styles to recognize which ones are making a comeback.