Fashion Fad or Recession Indicator?
While social media overturns fashion and beauty trends at a rate that’s hard to follow, these fads aren’t just a senseless overturn of styles. What’s going on in the world of fashion can be an indication of the health of national and sometimes global economies.
Recently, there’s been a general turn towards more reserved styles and a return to basic pieces. Plain colors and neutral silhouettes with an emphasis on chic accessory layering are more popular, emulating a type of “quiet luxury.” This quiet luxury look is heavily associated with the “old money” aesthetic, which has gained popularity in recent years. In an economic era where working a full-time minimum wage job, and even having a college degree, can’t always cut it, the idea of generational wealth is romanticized. Automatically having that safety net and vast access to money is an enticing idea for many struggling to retain their personal possessions during a recession. Emulating a look of effortless wealth becomes a trend when “flashier” things are harder to access. Less flashy is now more classy.
The clean girl aesthetic goes hand in hand with the idea that less is more and the overall trend towards a soft beauty. “No-Makeup,” makeup looks, princess nails, and natural hair colors are all examples of how minimalism is taking over the beauty industry. Not only are all of these trends less expensive and require less upkeep, but they also keep you from standing out.
The idea of women’s fashion taking a turn towards reservation during recession times is further supported by the hemline index. The hemline index suggests there’s a correlation between the length of a woman’s skirt and the state of the economy. The longer the skirt, the worse the economy; the shorter the skirt, the better the economy. The flapper skirts of the roaring 20s and the invention of the mini-skirt in the 1960s are perfect examples of the rule. Currently, Maxi skirts are making a comeback, and even longer shorts are more popular, as “jorts” return to the scene. This again coincides with the idea that a poorer economy brings out more modest ideals and fashion trends.
The popularization of fast fashion is another indicator of a struggling economy. In the early 2000s, fast fashion took the forms of H&M, Forever 21, and Zara. While a couple of these brands are still popular today, after 2020, the fast fashion website “Shein” gained popularity. Fast fashion becomes more popular during recessions because of its low prices and its ability to keep up with the never-ending trend cycle. Fast Fashion industries can afford to do this because of cheap labor and even cheaper material costs, and people stay “stylish” and up to date without spending too much money. Shein isn’t the only online fast fashion hotspot. More recently, TikTok added the TikTok shop to the app’s features. Most products are inexpensive, and the shop gives everyday people the opportunity to make a quick buck by running sponsorships or ads for the online storefront. It also allows TikTok to remain in control of what is trending and what is not.
Not everyone is jumping onto the fast fashion train, but that doesn’t mean they aren’t finding cheaper alternatives to wholesale products. Thrifting has become a more prevalent “trend” as middle-class people find it more and more difficult to support themselves. Once a thing that was looked down on, thrifting has now become a cost-effective, environmentally friendly way to keep your wardrobe unique.
While many may not realize the impact the economy has on our beauty, fashion, and overall shopping trends, when we take a step back, we can see how certain trends repeat themselves and indicate economic prosperity or regression.