Being a passionate Trends Researcher, my eye is trained to recognising patterns in the seasons, or the ways fashion is advertised and communicated. I don’t necessarily believe in trends per se – it goes against my Slow philosophy to think that we should renovate the contents of our wardrobe on a cyclical, trimestral basis. However I do believe understanding trends, and being able to place a label’s product in that particular stream of communication of the moment, allows a fashion brand to be of interest to the press, become visible and gain recognition with the public.
Also, I actively fight on an everyday basis with the total misconception that Slow/ethical/sustainable/conscious/Fairtrade/eco fashion is boring, not feminine, and essentially not a real fashion product. To me, it’s fashion and even more: it’s unique fashion, though-through fashion, limited edition fashion. And even a kind of fashion that, if you need it to, can be up there with the latest trends.
Do not dress for trends, dress for yourself. But if you walk down the high-street and see something trendy that is also really you…then you’ll also find your trendy and ethical alternative, believe me.
An example? A mini-trend that’s actually stood the test of time and has been constantly there for several season: your ‘berry mix’ of hot pink + red/orange. You see it on the catwalks and in magazines. And guess what – in sustainable collections too. So take a peek at my illustration of the mainstream trend, and of the ethical alternatives I suggest. Plus links if you want to find out more about the brands!