Why are fashion cycles getting shorter?

Stay ahead of the curve with our weekly guide to the latest trends, fashion, relationships and more Stay ahead of the curve with our weekly guide to the latest trends, fashion, relationships and more Stay ahead of the curve with our weekly guide to the latest trends, fashion, relationships and more SIGN UP I would like to be emailed about offers, events and updates from The Independent. Traditionally, we had the spring/summer, autumn/winter shows – now we’ve got new collections coming out practically weekly.” The advent of social media came around the same time as Tumblr Twee peaked in popularity. open image in gallery Alexa Chung was a pioneer of Tumblr Twee, while Kate Moss championed Indie Sleaze Louisa Rogers, founder of maximalist sustainable womenswear brand Studio Courtenay, said the other reason we may be seeing a return could be because these social media platforms “reward novelty or new spins” on different trends. For example, the way trends used to work is they would filter down from “tastemakers” such as fashion editors and designers whose runway styles would eventually influence high street store collections the following season. “As we emerge from the pandemic, we are rediscovering our love of fashion and many are taking the opportunity to reinvent themselves somewhat.” She adds that there are some trends that are homogenising our current trend cycles, namely the “omnipresence of neutral athleisure-wear, the ubiquitous North Face jacket, and Y2K pieces pushed by fast fashion retailers to look as though they are from the early 2000s but that have been recently made”.