The air is getting colder, and the leaves have started to change. Hence, the discussion around the fashion industry shifting away from its seasonal collection is getting stronger.
This article will discuss what fashion seasons represent and why there is a strong need for seasonless fashion.
What are Fashion Seasons?
Fashion is divided into four seasons; spring/summer, autumn/winter, and resort and pre-fall. The name Resort arose because the wealthiest fashion house clientele would purchase these designs on vacations.
Some fashion businesses currently produce more than 50 micro-seasons every year to produce constant emerging trends so that consumers rapidly purchase as much clothing as possible.
But why do we need fashion seasons in the first place? Previously, fashion seasons were just periods when the weather changed and the things you wore in response to the changing climate:
- Warmer garments in cold weather
- Bright clothes in the sunny weather
- More practical clothing during the rainy season
The fashion seasons have become more complicated and serve as a metronome for the worldwide fashion business, defining the speed and time for manufacturing, marketing, and selling new collections.
When do fashion seasons run? This is where it gets a little confusing. Spring starts in January and runs until June, while the winter collection runs from July to December. Resort collections are offered from October to December. Summer and Resort collections are sold in January when it’s cold! And winter collection is sold in July when it’s still warm out there.
This is done because fashion brands and retailers like to offer their designs early so that they can understand the consumers’ needs better and market them accordingly. In 2016, Burberry started a ‘See now. Buy now’ approach, pushing their pieces on sale as soon as they are shown on the runway.
With four collections a year and a cycle of design, perpetual production and distribution, brands are forced to create new products throughout the year. This results in the overproduction of clothes that retailers are forced to dispose of through significant discounts implied only a few months after the product arrives in the store. It leads to a situation where the consumer who paid a high price for the merchandise finds it depreciating a few months later.
Designers and buyers are now demanding to curb the rhythms of the current production cycle and return to a slower fashion and long-lasting products- both materially and aesthetically.
Apparel manufacturers need a platform to promote their products to the target audience, and fashion week plays a vital role in communicating the idea and marketing the trend. Nothing is constant in fashion, and fashion shows help to draw public attention to new arrivals in design and style.
The collection buyers and journalists see on the catwalk are not the same as it arrives in the shops. Of all the clothes, buyers select the ones with the highest consumer potential that will enter production and finally arrive in retail. The period that follows the fashion week is when the sales campaign takes place, which somewhat decides the fate of the brand or the product.
For example, The Ritual campaign was chosen by Gucci for its new FW 20-21 campaign, which was made entirely of selfies made by the same models. All the images were made without regular support, including the stylist, hair, and makeup artist.
Seasonless Dressing represents the trend of wearing the same fashion year-round. People spend more time in climate-controlled environments since ACs, and heated cars and workspaces have eventually diminished their time in natural temperatures. This leads to less demand for heavy-winter clothing and increases the need for neutral clothing.
Due to the surge in seasonless fashion, designers can now focus more on the creativity and storytelling of design instead of a multitude of seasons in the fashion calendar. Instead of producing extensive collections every month, brands have a core selection of garments that occasionally add styles or offer different colours/fabrics in the existing style.
This pandemic has highlighted the environmental and societal effects of fast fashion as many workers were left unpaid or working in difficult and dangerous environmental conditions. We need to encourage more sustainable fashion and bring a positive change to society.