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warmer in summer and colder in the winter. As a practical issue you need warmer clothing in the winter and cooler clothing in the summer. However, take India for example- a rising contender in the global economy with a growing market in the fashion industry: the fashion season just does not work. In Delhi it works as there is a distinct colder season but it remains consistently hot south of Gujarat. Even Los Angeles, it remains hot throughout the year, and this is a state in one of the most developed countries in the world, and yet it still follows the fashion season norms. Let’s not mention that seasons are the other way round in the Southern Hemisphere and again, the fashion season still appears to apply. However, the truth is, you don’t need any more clothes. The fashion industry is market driven. Realistically you need clothes to survive for practical reasons. For instance, who really needs more than one pair of shoes? Why have ten dresses when two would actually probably do? The fashion industry with its fashion seasons is a business that is driven by making you believe you need new items of clothing. This is the power that marketers need to grasp very quickly in order to be successful. However, saying this, can you imagine a world where everyone has the same clothing and footwear all the time? Or is this a blinkered view, considering we were all born into the world with a thriving fashion industry already in place? The business of fashion is very much a capitalist idea. It requires change in order to make consumers stay interested and part with their money. Without seasons, the fashion world would be either be considerably stagnant or the other way round and be completely chaotic with very little order. There would be ideas flying absolutely everywhere from different designers. Is that to say that the fashion season as we know it is somewhat limiting for designers? Without the season would we see much more from designers creatively? Have you ever wondered why there are seasons in fashion? Probably not. What is the relevance of having them? To the average member of the public there is the realisation that clothing changes in stores from winter to summer collections but I doubt very much that they think any more of it other than it’s getting warmer or colder outside so we need different clothing to suit these conditions. But the fashion season in question, is what influences the designs six months before they even appear on the high street: the catwalk, high end, designer fashion

high street: the catwalk, high end, designer fashion season marked by two major events the autumn/winter catwalk and the spring/summer catwalk. This occurs, without fail, year in and year out, in several destinations around the world. But why? Like any average person browsing the high street the initial reaction to the distinct changes in clothing available is the change in temperature- it is relatively warmer in summer and colder in the winter. As a

If we were to have a world with no fashion season would we see fast fashion go into overload? New collections appearing here, there and everywhere, with clever marketing and promotional strategies telling you, not even suggesting, that you need this new item; your clothes bought a few weeks ago are now out of fashion. It is quite possible that the world would not cope- especially in those newly developed and developing countries such as India. Consumerism, a child of capitalism, is a question for debate when there is such extremes of wealth in the world. We would see poor people who previously had

world. We would see poor people who previously had nothing, but are rising in terms of wealth due to their country’s economy growing wanting more and more, essentially ending up in a worse situation, financially, than when they had nothing. On reflection of this, the fashion season essentially gives order to a very big industry with consumerism at its very heart. The season gives fashion some order, practically and morally. Designers are free to design and be as creative as they need to be to fulfil their creativity. The fashion season gives a collective vision of the new ideas and trends; clothing remains practical for summer and winter but with an added twist. The season also make fashion much more accessible and moves away from being totally elitistsomething the fashion industry tries hard not to be portrayed as. With the rise of bloggers and social media it truly has become for the masses- a topic for debate another time.

“The truth is, you don’t need any more clothes.” It is indeed a strange concept that twice a year designers showcase new designs to the public. It can be seen that they are punished creatively by having to meet the deadlines, twice a year and six months in advance of when the trends will be for sale in shops. This is necessary in order to be considered as a serious contender in the fashion world, and make the brands viable as commercial businesses. However, it is necessary to maintain order in an industry which essentially sells you items you do not need. It also allows the best of the best to stand out and be recognised for their innovation and commitment to their craft. Essentially, in our capitalist society, we are all fashionistas at heart, even if you do not want to admit it. We all want to look socially presentable, something which is established with an aspiration of looking up to trends on the catwalk. And to some it is of interest to be up to date with what and who is new in the fashion world. And yes, that means (oh what a shame) owning more than one pair of shoes!

The Fashion Season  

Elle magazine article