The end of seasonal fashion?
Proenza Schouler show: courtesy of Indigital.tv
In an age of short-lived trends, consumers have become tiresome of the industry’s insatiable appetite. Spring Summer (SS), Autumn Winter (AW), Resort, and Pre-Fall collections inundate the fashion calendar. It begs the question: are we seeing the end of seasonality in fashion?
The urgency of climate change questions the need for once traditional models. Recent shows globally (notably across the four fashion capitals) have seen designers not confined to the boundaries luxury fashion once demanded. Harpers Baazar, in a recent article, argued “this less rigid structure actually allows designers to be more creative and to put out collections in a more authentic, organic way”.
Gigi Hadid for Burberry: courtesy of Harpers Baazar
“Collections must adopt a more seasonless approach. ”
A plethora of key players in the industry have voiced their concerns. Mid-last year, a defiant group of movers and shakers petitioned to overhaul the fashion calendar. The group included “Nordstrom, Bergdorf Goodman, Holt Renfrew, Mytheresa, Harvey Nichols, Tory Burch and Pierre-Yves Roussel, Marine Serre, Craig Green, Gabriela Hearst and Mary Katrantzou”. It’s a telling sign of change, as historical retailers and designers move toward more sustainable models. Fashion giant Dries van Noten said it best, “it’s not normal to work with the design team on a collection that hits the shop floor one month and a half before it’s discounted at 50 per cent”.
So what do consumers think? Verena Erin, from My Green Closet, believes we should embrace seasonless fashion. “Current trends [seen on the runway] is an easy way to build an “in style” wardrobe, but you’ll also be spending a lot of money, creating tons of waste and pollution, and will be wearing basically the same clothes as everyone else. Doing this also doesn’t seem to make people happy or satisfied with their wardrobe – everyone I’ve talked to who truly loves their clothes has cultivated their own personal style”.
“Seasonless fashion also means the removal of seasonal trends so consumers can focus on the styles of clothes they love instead of feeling pressured to update their wardrobe with the latest fashion”
U by NIQUE capsule collection
So, how do we celebrate newness, conjure creativity, and remain stylish beings? Check out the capsule collections available from yours truly. Rntr. In collaboration with Nique, we have three beautiful capsule collections available for rent: “Modern Workwear”, “Transeasonal Staples” and “U by NIQUE Unisex”. Our capsule wardrobes allow you to mix and match pieces, utilise your garments for longer, and take part in the circular movement. We know there is nothing better than feeling fresh… You can rent for 4, 8, 14 or 30 days with rates starting at 15% of the full price. Unsure how to get started? Here is a simple guide to how Rntr. works. We want you to join the rental revolution, so click here to get 20% off your first rental.
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