Why Denim of the Future Might Not Have Seasons
Munich Fabric Start’s Bluezone Show Challenges Fashion Seasons with the Theme ‘Infinite’
Remember when fashion had two seasons; one for summer and one for winter? Today, the fast fashion industry is churning out low-cost clothes that mimic current trends and luxury brands in as many as 52 collections a year.
If we look back a hundred years, almost no one bought clothing based on trend. They simply couldn’t afford to; garments were considered investments, so people wore them to shreds, regardless of what was in fashion.
Fast fashion has changed that completely. It began fifty years ago when young people started wearing cheaply made clothes to rebel against the sartorial traditions of older generations. Today, based on the idea of disposability, many throw away their clothes once they go out of fashion—which they do quickly.
Envisioning Denim Beyond Seasons
In the 1960s, jeans became fashionable and people started wearing them not only for work. To meet the growing demand, makers modernised production and introduced new and more efficient technologies. More variations of denim were introduced, marketing was booming, and an industry was built around jeans as a fashion item.
While changes in denim have been evolutionary, the constant demand for newness is now also affecting the denim business. The result is exponential innovation to make denim even more versatile and enjoyable to wear.
But it’s not seasons that drive this innovation, Panos Sofianos, manager of Munich Fabric Start’s Bluezone, argues. Much of the innovation in denim transcends seasons. Take stretch technology, for instance, which creates new opportunities for fits and wearability that go far beyond seasons.
That’s why the theme of the upcoming denim trade show in Munich is how denim can move beyond seasons to create long-lasting trends. In this sponsored blog post, eight industry experts discuss how going seasonless would affect our industry.
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Denimhunters was launched in 2011 as a blog and passion project of Thomas Stege Bojer. Today, the site is an education platform for retailers, designers, marketers and other professionals in the business of denim and fashion. Get access to exclusive content by creating a FREE member account here.