The natural selection process in Fashion

I used to think that I wasn’t into High-end designers like Dolce and Gabbana. You know, cos that plan of mine to become a millionaire hasn’t come into fruition. But then I found out that, well, actually, no, you are. You just don’t know that you are.

Whaaa? The thing is, there is a “natural selection” process in fashion that starts when super High-end designers like Prada or Fendi create their collections and showcase them at New York, London, Paris and Milan fashion week. The trends from these designers will then be copied and fused into collections inspired by them, by mid range designers, often fusing different elements from each designer and fusing them into one garment, that’s slightly more wearable costing hundreds rather than thousands and will be sold in places like House of Frasier and Brown Thomas.

Then the high street will look at what sold well at the mid range and fuse these trends into mass produced garments (that you and I are probably wearing right now) that are suitable for their target audience while taking the ‘essential bones’ of inspiration from the high end such as silhouette, colour and the general aesthetic and spirit of the collections in a way that their target audience will like to wear,, and that’s in keeping with their style philosophy. Places like River Island, Penny’s, Urban Outfitters and ASOS would be examples of this.

Magazines also play a huge part in what we ultimately choose to wear. Every magazine has its target audience and so it will choose clothes from places that its target audience will buy from. And these retailers will pay huge amounts of money to advertise in these magazines, because it is directly reaching its target audience. That’s why you will never see an add for Penny’s in Harpers Bazaar or Vogue,  because thats just not their target audience.

You do occasionally see adds for Topshop though. But this is because celebrities like Kate Moss have been mentioning them (usually with the help of a large payment) for years in the interviews printed by these magazines, which go on to influence the readers, and thus High end consumers are influenced to shop in a high street store, creating a need for there to be a Topshop add in a high end magazine.

When you realise just how much external factors influence our clothing choices it initially makes you want to go around wearing a burlap sack just so you can feel like you’re not being “secretly brainwashed” by the media and all that. But then, like, I’d look like an eijit in a burlap sack, and that’s really no fun.  So I’ll just keep shopping in Topshop (sans burlap sack) for now and worry about why some other time.


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