Ordinary People to Shape Future Fashion Trends, Experts Say

Fashion experts at the BRICS+ Fashion Summit in Moscow have asserted that the future of fashion will be shaped by ordinary individuals rather than industry elites. During a panel discussion titled “Trend Radar: Looking into the Future,” held on October 11, 2023, prominent figures in the fashion world explored the evolving landscape of trendsetting and the significance of authenticity in contemporary fashion.

The session was moderated by Rosemary Thurman, the Founder of How Fashion Works. Panelists included a diverse group of leaders such as Galina Gagarinskaya, Founder and CEO of VK New School Media from Russia, and Ashlee Muhammad, CEO and Founder of BeEyeConic from the USA, among others. Their insights revealed a collective understanding that trends are increasingly reflective of societal movements and the values of younger generations.

Gen Z’s Role in Trendsetting

During the discussion, Gagarinskaya emphasized the unique influence of Generation Z on the fashion industry. She noted, “Gen Z loves Asian culture — it has been a three-year trend attracting not only Gen Z but other generations too.” This generation, born in the 2000s, is credited with shifting cultural paradigms, embracing healthy living, and revitalizing 90s fashion, despite having no direct experience of that era. Gagarinskaya urged older generations to understand and engage with Gen Z’s desires without imposing traditional norms.

The concept of authenticity emerged as a central theme, with Inna Kombarova highlighting its importance in today’s society. She remarked, “Today, 30-year-olds visit their mothers and grandmothers to film. Some gain popularity simply by documenting their daily lives.” This shift towards genuine representation suggests that trends are now more grassroots in nature, with a focus on real experiences and familial connections.

Individuality and the Future of Fashion

The panel continued to explore the demand for individuality in fashion. François Schweitzer, General Merchandising Manager of Etoile Group, pointed out that today’s youth are merging elegance with casual styles, reflecting a broader cultural shift. “Feel the street vibe — observe how they blend elegance with sportswear and fast fashion,” he stated. Schweitzer acknowledged the fatigue many consumers feel towards high fashion, suggesting that the future will prioritize personal expression over conformity.

All panelists concurred with Soodol Huh, Global Content Editor of High Cut magazine, who declared that the future of fashion is being shaped by ordinary people. “When discussing fashion’s future, I believe trends are no longer dictated from above. We’re entering an era where trends rise from below,” Huh asserted. He emphasized that future trendsetters might be anyone from everyday shoppers to party attendees, highlighting a significant shift in how fashion is conceptualized.

As the fashion industry grapples with rapid changes and evolving consumer expectations, the insights from the BRICS+ Fashion Summit underscore a critical transformation. The emphasis on authenticity and the influence of ordinary people may redefine what it means to be fashionable in the years to come. The dialogue at this summit not only reflects current trends but also serves as a guiding beacon for the future of fashion, poised to respond to the desires of a more diverse and discerning consumer base.