September marks a turning point in the fashion calendar – a time for reflection and forecasting. Industry experts and visionaries are eagerly anticipating what’s to come, particularly in the realm of emerging brands and the evolving definition of style.
Willa Bennett, editor-in-chief of Highsnobiety, believes that emerging brands will continue to disrupt the industry. She highlights A–Company, Jane Wade, and Lucila Safdie as brands to watch, noting that Lucila Safdie is uniquely bridging the gap between fashion and film through the Lucila Safdie Film Club. This initiative emphasizes the growing trend of interconnectedness in fashion, where brands create experiences that go beyond the clothes themselves.
The return of tailoring is another significant trend emerging from the casualization of the pandemic era. Bennett predicts that suits will be reimagined with a softer, more relaxed aesthetic, finding a place in both women’s and men’s fashion. Brands like Telfar, Balenciaga, Luar, Thom Browne, and Our Legacy are already pioneering this hybrid approach to menswear and womenswear.
Fashion writer Liana Satenstein sees the rise of Substack as a defining moment in fashion journalism. This platform allows writers to build independent audiences and publish curated newsletters, creating a vibrant hub for alternative fashion perspectives. Substack has become a haven for unfiltered, unbridled commentary, offering a refreshing change from traditional media outlets.
Satenstein also observes a shift towards “real life” fashion, where clothing is designed for functionality and everyday use. This trend is evident in runway shows featuring models engaging in everyday activities, such as Gucci’s Bad Bunny and Kendall Jenner campaign at an airport. Brands like Lemaire embody this focus on wearability and practicality, catering to a consumer base that is increasingly conscious of their purchasing choices.
Fashion writer Emilia Petrarca echoes this sentiment, highlighting the growing fatigue surrounding inflated fashion prices. Amidst a global cost-of-living crisis, she predicts a renewed interest in resale sites like The RealReal and a resurgence of vintage fashion, as evidenced by the growing TikTok community dedicated to discovering designer treasures at estate sales.
Petrarca also points to a shift in celebrity style, with stars like Zendaya embracing more esoteric archetypes. Brands like Loewe and Dries Van Noten, known for their unique aesthetic, are gaining popularity, reflecting a broader desire for fashion that is less conventional and more expressive.
Jessica David, creative director of Death to Stock (DTS), observes a trend towards traditional and nostalgic aesthetics, potentially driven by the anxieties of the current world. She sees this manifesting in a growing preference for conservative clothing and a renewed interest in spirituality, as reflected in the increasing popularity of traditional motifs in art, music, and fashion.
David also highlights the impact of artificial intelligence (AI) on the fashion industry. AI is accelerating the evolution of trends, leading to a quicker cycle of microtrends that emerge and fade rapidly. This shift may necessitate brands to move beyond the traditional spring/summer and autumn/winter seasons, creating more frequent collections to keep pace with the evolving fashion landscape.
As technology and culture collide, new voices and perspectives are gaining prominence, pushing the boundaries of luxury fashion. The future of fashion is poised for continuous evolution, with the potential for unexpected plot twists that could reshape the industry overnight. This September, as we navigate the world of fashion trends, it’s important to remember that the future is constantly in motion, and the possibilities are limitless.
