3 Secrets to Knowing the Big Trends BEFORE They Blow Up
We, like you, prefer to be the first in our friend groups to test out a new trend and set the tone for what to wear for an upcoming season. While we all turn to the runways, celebrities, and retailers in general for inspiration on what's going to be huge, there are actually aspects within these categories—certain designers, brands, and celebs—to specifically look out for to ensure you know about a massive trend before everyone else.
To help pinpoint what to look for, we tapped experts from trend-forecasting website Fashion Snoops: womenswear creative director Melissa Moylan and culture and lifestyle creative director Heather Picquot. The website's broad outlook tracks and analyses slower-moving macro trends that look at cultural trends, from the environment to sociology shifts. Meanwhile, its zoomed-in perspective focuses on fast culture, looking at new stores, brands, runway collections, buzz-worthy celebs, and street style stars. So essentially, the two know what they're talking about to ensure you're always first when it comes to fashion.
Keep scrolling to learn how to spot what will be massive before everyone and their mum does—and shop some of our favourite on-trend items, too.
"If you asked me this question maybe three seasons ago, I would have probably rattled off a slew of luxury brands," Moylan says. "Today, it's different because the two most influential designers were under the radar back then. Alessandro Michele at Gucci and Demna Gvasalia of Vetements and Balenciaga are THE names to watch. That is not to say that the other labels aren't relevant, but most of us in fashion could agree that the industry is kind of broken, and both Michele and Gvasalia are providing a new antidote. We've exhausted the idea of trends, and so the approach at both designers—while drastically different in appearance—is more about individual items that work into YOUR wardrobe, versus a total look.
"Gvasalia's vision takes wardrobe staples—like the hoodie or trench coat—and hacks them into desirable new items that people really want to wear. Michele's approach is different, in that his clothes are much more precious, set to the tune of a nerdy romantic girl; but again, they're pieces you will work into your own closet. In both cases, Gvasalia and Michele started something so different from what was already out there, that they both cultivated their own followers, to the extent that #guccigirl is a thing. They're onto something major by encouraging customers to mix and match their own way, and the entire industry is taking note."
"As much as we love the high street, fast fashion has also given us a serious case of trend fatigue," Moylan says. "There are too many seasons, and the life span of trends is much shorter, thanks to the see-now-buy-now mentality. I think there is one fast-fashion retailer that stands above the rest—Zara. They check all the trend boxes that customers still demand, and the quality is superior to that of other fast-fashion retailers. They are also excellent merchandisers, in that the entire store will never scream one message; rather they feature smaller capsule collections. As a testament to the designers mentioned above, Zara has even become an early adopter of Gvasalia's often androgynous vision with a new collection called Ungendered, and you better bet they have Gucci-esque bomber jackets too. Going forward, I think fast-fashion retailers will need to truly create their own collections to differentiate themselves from the competition, instead of relying on designer replicas to drive business."
"Gigi and Bella Hadid, and Kendall and Kylie Jenner—we can't get enough of these supermodel sisters and their style, from their Insta to Snapchat to candid paparazzi shots," Piquot says. "They're styled by Monica Rose (who we always watch too); her mix of luxury brands with athleisure and streetwear is unparalleled. BFF to Gigi and Kendall and Kylie, Hailey Baldwin is also hard to miss, mixing down-to-earth ripped jeans and sweats with sexy bodycon dresses and bomber jackets for night.
"Other noteworthy early adopters? Zendaya; Willow and Jaden Smith; Rihanna; Lily-Rose Depp; Stella Maxwell, Chiara Ferragni; Aleali May; Kate Hudson; Nicole Richie; Rosie Huntington-Whiteley; Kim Kardashian; Poppy Delevingne; Alexa Chung; Jessica Hart; Kate Moss; Jeanne Damas; Christine Centenera; Eva Chen; Lauren Santo Domingo; Cate Blanchett; Mary-Kate and Ashley Olsen; Amal Clooney; Diane Kruger; and Sienna Miller."