How society shapes our fashion choices

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Fashion and society have a close connection, with society exerting a significant influence on fashion trends and styles. Society's values, cultural influences, and changing norms shape the clothes we wear and the fashion choices we make.

It’s not about “how fashion shapes society” rather it is “how society shapes fashion.”

Fashion is not merely a reflection of personal taste; it is a powerful form of self-expression that is deeply intertwined with society. From cultural influences to social movements, fashion is shaped by the collective values, attitudes, and trends of a given time and place.

What are the factors that affect fashion in a society

Cultural identity and traditions

Culture plays a vital role in shaping fashion. Clothing and adornments are rich with cultural significance, reflecting a society's history, values, and traditions. Traditional attire, ethnic garments, and indigenous fashion have long been celebrated as unique expressions of cultural identity. Societies often take pride in preserving and promoting their heritage through fashion, with designers incorporating traditional elements into contemporary designs. Whether it's the vibrant colors of Indian saris or the intricate embroidery of Mexican textiles, cultural influences provide a rich tapestry for fashion to draw upon.

Fashion has frequently been intertwined with social and political movements, acting as a visual representation of ideologies and causes. Throughout history, clothing has been used to challenge societal norms, advocate for change, and express solidarity with marginalized groups. From the feminist movements of the 20th century to the LGBTQ+ rights movement, fashion has played a crucial role in fostering a sense of unity and empowerment. T-shirts emblazoned with powerful slogans, rainbow-colored garments, and symbols of resistance have become iconic examples of fashion's ability to communicate social and political messages.

Celebrity and influencer culture

In the age of social media, celebrities and influencers hold significant influence over fashion trends. Their personal style choices are closely observed and often emulated by their followers. Celebrities and influencers have become tastemakers, shaping consumer preferences and driving demand for specific brands and designs. From red carpet appearances to casual street style, their fashion choices can quickly become mainstream trends. Society's fascination with celebrity culture has created a symbiotic relationship between fashion and fame, with designers collaborating with celebrities and influencers to capitalize on their influence.

Economic factors and consumerism

Society's economic landscape also influences fashion trends. Fashion is an industry driven by consumer demand, and the availability of resources, income disparities, and economic trends shape the market. Economic factors such as globalization, mass production, and fast fashion have contributed to the democratization of fashion, making trendy clothing accessible to a broader audience. Consumerism and the desire for novelty play a significant role, prompting frequent shifts in fashion trends and the rise of fast fashion brands that offer affordable and rapidly changing styles.

Changing gender roles and identity

Society's evolving perception of gender roles and identity has had a profound impact on fashion. As notions of gender become more fluid and inclusive, fashion has responded by blurring traditional boundaries. The rise of gender-neutral clothing, unisex designs, and gender-inclusive fashion has challenged conventional norms and fostered greater diversity in self-expression. Society's growing acceptance and understanding of LGBTQ+ individuals and their rights have influenced the fashion industry to embrace more inclusive and diverse representations of gender.

Here is how the COVID-19 pandemic reshaped the fashion industry in response to society's changing needs and values.

How COVID-19 transformed the fashion industry

The global pandemic of COVID-19 has significantly impacted every aspect of our lives, including the fashion industry. From runway shows to retail strategies, the world of fashion has undergone a remarkable transformation as a response to the challenges and shifting priorities brought about by the pandemic.

With these barriers to in-store visits, many consumers turned to online shopping. This change in shopping resulted in global retail e-commerce increasing 26.4% to US$4.248 trillion for 2020 (Cramer-Flood, 2022). After two years, COVID-19 is still present as variants continue to emerge.

The lockdowns since the start of the pandemic last year have seen athleisure sales orders jump +84% according to True Fit’s Fashion Genome, which analyses data from 17,000 retail brands and 180 million True Fit members.

The rise of comfort and casual wear

With the widespread adoption of remote work and social distancing measures, the demand for comfortable clothing skyrocketed. The traditional work attire gave way to loungewear, activewear, and athleisure, as people sought out comfortable and versatile clothing options suitable for both work-from-home and leisure activities. Sweatpants, oversized hoodies, and leggings became the new fashion staples, and brands quickly adjusted their collections to meet this growing demand for relaxed and cozy apparel.

Emphasis on hygiene and sustainability

As health and safety became paramount, the fashion industry shifted its focus towards hygiene and sustainability. Consumers started prioritizing clothes made from antimicrobial and eco-friendly materials. Fashion brands responded by producing face masks, incorporating antimicrobial fabrics into their collections, and adopting more sustainable practices such as using organic materials, reducing waste, and embracing circular fashion. This emphasis on hygiene and sustainability is likely to continue even post-pandemic, as consumers become more conscious of the environmental and social impact of their fashion choices.

The digital fashion experience

With the closure of physical stores and cancellation of fashion events, the industry turned to digital platforms to connect with consumers. Virtual fashion shows, live-streamed runway presentations, and online shopping experiences took center stage. Fashion weeks around the world shifted to digital formats, allowing designers to showcase their collections to a global audience. Virtual try-on technologies and augmented reality (AR) tools gained popularity, allowing customers to visualize how garments would look on them without physically trying them on. E-commerce platforms witnessed a surge in sales, highlighting the growing importance of online retail in the fashion industry.

Localism and supporting independent designers

The pandemic sparked a renewed interest in supporting local businesses and independent designers. Consumers began seeking out smaller, community-based brands and designers who were hit particularly hard by the economic downturn. The focus shifted from fast fashion and international luxury brands to unique, sustainable, and locally made fashion. This shift in consumer behavior not only promoted diversity and creativity but also helped foster a sense of community and resilience within the fashion industry.

The blurring of gender norms

The pandemic accelerated the ongoing trend of blurring traditional gender norms in fashion. With remote work and virtual meetings, individuals found more freedom to experiment with their personal style. Gender-neutral clothing and unisex designs gained popularity as people embraced more inclusive and fluid approaches to fashion. This shift marked a significant step forward in the industry's quest for diversity and inclusivity, challenging conventional notions of masculinity and femininity.

How society shapes our fashion choices