Hi friends, this is the essay I wrote for my application to Central Saint Martin's BA (Hons) Fashion Journalism. (And I got the offer!!!!!) The brief was to write a journalistic article on contemporary fashion so I thought I might just share mine here.
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A quick Google search of “contemporary fashion” reveals its definition as being styles that are modern, hip, or "in". Indeed, contemporary fashion is largely about “staying ahead of the times”, being fashion-forward or trendy. In Singapore where I live, people ranging from teenage schoolboys to middle-aged office ladies are all highly interested in keeping up with these waves of trends. Origami shorts, lace bralettes, bucket bags, combat boots, you name it. If it’s popular, we had to have it.
It might be a little presumptuous to say this, but contemporary fashion has become sort of a multi-billion dollar brainwashing industry, not unlike pop music. Most people assume that a song is popular because they hear it everywhere; likewise, an item of clothing is assumed popular because people see it everywhere. In actual fact, the trend is only fashionable because it is everywhere – it is marketed to be popular.
Contemporary fashion is set to target trendy young people, a crowd of people with huge purchasing and influencing power. Even if only one person in the country buys an item, that number is going to grow to ten when his/her friends take a liking to it. The number will grow exponentially as more friends lay eyes on said item. This is where the power of social media steps in.
With the advancement and widespread availability of the Internet, social media has become an inseparable part of many of our lives. Globalisation has also allowed us to appreciate the latest fashion trends from halfway across the world. I, for one, follow numerous fashion bloggers and influencers on platforms such as Instagram. Fashion labels only have to pay a nominal sum to reach an audience scattered all over the world. It is easy to see how and why social media advertising is a rapidly growing industry, and an indispensible tool for contemporary fashion.
Personally, I check my Instagram feed about twice every hour, or more frequently when I’m bored. During these mindless browsing sessions, I am constantly fed with updates of such online influencers, many of which feature clothing items they have been sponsored with or paid to wear. It is obvious why I choose to call contemporary fashion a brainwashing. Some have even described this cultural effect to be akin to “Stockholm syndrome” – a term originally used to describe kidnapping victims who sympathize with their captors over time – or scientifically a “mere exposure effect” whereby if you experience with something enough times, you will start to like it.
It seems to me that contemporary fashion is dictated by the bigwigs of the industry. I am no insider, but it is easy (and entertaining) to imagine the heavyweights of fashion prophesy what fabrics and silhouettes are to be in trend next season. These then trickle down to the masses especially as fast fashion retailers work with materials that are in high demand – for example, neoprene has been a big hit in the recent months – in order to keep up with competition. As stores are being stocked with neoprene sweaters, pants, skirts, social media influencers are being sent the latest neoprene pieces. These influencers are highly useful in building an image of what is “in”, as their followers revere them. And since everyone is going to want a bite of this fashionable pie, neoprene apparel pieces are definitely set to become the next “in” thing in contemporary fashion.
As a collection of trends that have come and past, contemporary fashion is a good reflection in the shift in societal standards. Fashion has seen pin-up girls of the early 20th century, as women were portrayed as sexual images with their female forms accentuated to serve the male gaze. In recent months, the “normcore” trend seems to be gaining traction among the fashionable masses. With baggy “mom jeans”, slouchy sweaters and t-shirts, sweatpants and duster coats coming to the fore, style has become more about comfort than serving anybody’s gaze. Some even call it anti-fashion as style is built using the plainest of pieces. Even celebrities like the Olsen twins have been seen sporting this “average-looking” trend.
Besides reflecting societal standards, personal style can also be seen as an extension of one’s character. In a world filled with mass-produced contemporary fashion, there is a desire to stand out and be different and thankfully we have an entire trend in contemporary fashion to cater to these needs. The “kitsch” trend has also been popular lately; even fashion houses such as Moschino have come up with quirky pieces featuring McDonald’s inspired handbags or beach cover-ups with police tape lining the hems.
Whether one likes it or not, there is no denying contemporary fashion is all around us and how important it is. It is a highly profitable multi-billion dollar industry, and with its oversaturation comes “anti-fashion” trends that contemporary fashion can bank on as well. There is no escaping the omnipresence of contemporary fashion, but hey, at least there is something for everyone.
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Candy
