To Buy or not to Buy

You know what Lauren Hutton once said: “Fashion is what you’re offered four times a year by designers. And style is what you choose.”

Yet I keep asking myself how much is style built upon a woman’s sense of fashion and her interpretation of trends. What are trends? You may think it is just some decision that designers make about what women should wear this season, or the rules of big luxury houses, trying to increase their profits. It could be as well the influence of street style, bloggers, the fashion magazine editors, but things are far more complex than this.

You’ve heard that fashion mirrors changes in current economic and politics, the social and cultural moods, it expresses modernity, symbolizing the spirit of times. What does that mean in real? First there are the fashion forecasting people and companies who observe and analyze events, both domestic and international, pop culture, art, technology, science and their influence on consumers, their values, expectations and impulses to buy. (image curtesy to www.2oceansvibe.com)

(image curtesy to 2017Fashiontrends)

Second, the same analysts look at the books being published, listen to women talk, complain and even dream. They analyse emotions, lifestyle and the need to change or challenge the status quo.

Now think of the new wave of feminism burgeoning since 2013. Despite the several waves of feminism starting 100 years ago with women’s right to vote, going through the liberation movement in the 80s and then the third wave declared in the 90s by Rebecca and Alice Walker, it seems something totally new is happening now. Something defined by technology, pragmatism and … inclusion again. Women suddenly realized they can protest and fight the street harassment, racisms, workplace discrimination and body shaming encounter AND technology allows them to build a strong, popular and reactive movement online.

Image curtesy to patternbank

In other words feminism grew popular again and is back in life and in fashion. It is a wave certainly seen and analyzed by trend analysts two-three years ago. As a result we see on the catwalk for spring and summer vertical stripes, Le Smoking suits and bomber jackets. Red is a bold colour to indulge in this season as well. Yet, let’s not forget that before everything else a woman is a woman and she is not afraid to show off her feminine side. We don’t want to be like men. This is what feminism is about these days: not hiding your allure under a think wool sweater or a turtleneck, but feeling bright and proud of womanhood; wearing a slip-in lingerie dress or the most romantic of all – big flower prints and embroidered bomber jacket, a long breezy dresses or a naked shoulder. Every detail counts when you want to make a statement.

What are you buying then this season? Is it going to be about soft power or something else? Do you feel empowered or challenged or simply you don’t care? Create and tell your story with the clothes you choose and instead of buying on impulse for the sake of having something new, be the master of your own looks and invest smart. Here’s a few of our recommendations with one reservation: if we could we would BUY the whole SS16 Gucci without a blink of an eye.