Fashion trends reappearing and repeating for the Nostalgic feeling

October 11 2024 Nagham Yassin

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Fashion trends reappearing and repeating for the Nostalgic feeling

Fashion was always perceived as a very dynamic, harsh, and over-the-top domain. It is used as a self-expression tool for designers, artists and every person who feels the need to show their personality to the world through fabric and accessories. However, it provides a deeper meaning to consumers as well as reviving certain emotions through the ongoing trends. In this article, I will be presenting the purpose of fashion over the years as well as highlighting the reappearing trends with the aim behind their repetition.

Table of Contents

Fashion over the years

Purpose of Fashion around the world

Fashion is not only clothes used as cover-ups or the accessories and Jewelry that is used to frost ourselves, but it has a deeper purpose and meaning. It is a self-expression tool that provides us with more freedom to show the world what we are feeling towards any concept or topic including personal, economical, or even political. Not only is it used for self-expression, but it also shows to whomever is surrounding us, our lifestyle, personality, habits and even mental state or mood. Fashion is used to feel comfortable in your own skin and it has reflected not only the consumer’s personality, but also the society and culture (Sajid S, 2023).

History is represented by events, writings, wars, and many other factors, but one of the important history related representations is Fashion. During the previous historical stages, fashion used to be a representation of class and power, the diverse types of workers used to have a set of standard clothing that are alike such as the workers’ and servants’ clothing. However, anyone from the higher society such as bourgeoisie and barons, stood out with fancy piece of clothing and dresses. Nowadays, anyone has access to any piece of clothing, whether its fake, luxury or fast fashion, they even may use it to mask their social class and deceive their surroundings (Priedel F, 2022).

Fashion Trends and the most iconic pieces

Throughout the decades, countless fashion trends appeared, and each time it represented or added a new element that the communities could relate to, and it added a piece relevant to the specific decade. Some fashion trends reflected the economic, political, and even new inventions/developments situations that surrounds the people in each decade.

There is a list of trends that are easily recognizable and connected to their original decade. For example, the popping colors, jumpsuits, denim and bold prints with the flare and Charleston pants that automatically signal in the back for our minds to the 1970s. Other iconic trends over the decades include the biker jackets and mini skirts in 1980s, low-rise pants, graphic/tube/halter tops in the 2000s and there are other well-known trends (Goodman T, Armstrong B, Grossman M and Open S, 2024)

The iconic fashion trends reappearing

Trends, dresses, and styles reappearing over the years

Over the decades, fashion trends have been reappearing and getting in style over the years. Some of the most iconic trends that resurfaced over the decades are the slimline silhouettes from the 1920s that returned in a shorter above the knee hem as representation of freedom (Hitch G 2023).

The styles that we used to see and recognize in our parents’ wardrobes and old pictures, have been seen frequently lately, like the puffy sleeves and shoulder pads from the 80s that became a statement again in 2021(Kosar M, 2021).

T.V shows and runways bringing back statement pieces

Multiple fashion styles and pieces reappeared over the years, they were introduced in past tv shows and were reintroduced and modernized by designers on their runways. One of the fashion pieces that came back as a trend is the Carrie Bradshaw baguette bag in “Sex and the City” Tv series, which was re-introduced in one of the Fendi’s runways in 2022. Another example is the famous plaid skirt and blazers, the long socks, head scarfs and tank tops from the movie “Clueless” in the 90s that became a trend once gain over the past 2 years, or the washed denim and low-rise jeans from Destiny’s Child group music videos that made its way on the spring 23 runway by Blumarine (Washington H, 2023; Hitch G, 2023).

The Reappearance of fashion pieces

The cycle of Fashion

Like any other market and important topic in our life, Fashion has a cycle. It has multiple stages that need to be completed to be called a full cycle. Each fashion cycle goes through 5 different stages, and it is known to take 20 years (Mollar M, 2022). The first one is the Introduction stage, which is the appearance of the fashion pieces, clothes and styles in fashion weeks and design stores, they are produced in small quantities and sold at a high price. Then comes the 2^nd stage The Rise/Increase, which is when the pieces become more popular and becomes accepted by the target consumers, eventually influencers and celebrities wore the new style and clothes until its labelled a TREND. Peak/Mature stage comes after, this is when the trend becomes fully saturated and therefore their prices decrease. The 4^th Stage Decline/Deterioration starts when consumers start to see the style more often and lose the feel of unique. After all the four stages, comes the fifth and last stage, which is Obsolescence, and itstarts when the fashion style and trendy pieces are no longer interesting, and consumers lose interest and seek new options (Nurul Alam M, 2023; Masterclass, 2021; Sealy SID, 2021).

Needing the nostalgic feeling

For many years and after multiple observations, the fashion market recognized and identified the 20 years fashion loop. The 20 years fashion cycle represents the reappearance of certain fashion pieces and styles that were trending in the past decades. It is said that the designers and tastemakers have a nostalgic feel and remember their good memories. They tend to miss those stages of their lives, which is why they bring back the trendy pieces of past decades and modernize it (Ulaby N, 2022; FibreMood, 2021). Another reason behind the revival of past fashion trends, is the feeling of lack of control of our life and the fact that time is passing by and life is moving so fast, which makes us want to stop and just get a hint of control by getting the feel of nostalgia and wearing the past trends to bring back positive memories (Montgomery J, 2020; Abraham D, 2022)

For example, the Y2K aesthetic that was represented in the latest trends, were also trending back in the late 90s and 2000’s, such as the Wide-leg jeans, metallic fabrics, mesh bold prints and mini tight skirts. They came back with different twists and used in popular Netflix series like “Euphoria” (Ulaby N, 2022). Even the 70s came back in style in 2020 when retro fashion trends like crocheted cardigans & tops, bralettes and layering were revived by consumers and on runways (Goodman T, Armstrong B, Grossman M and Open S, 2024). Not only did old iconic trends appeared on runways, but they were also part of recent red carpets such as the Madonna Edgy Lace that was considered her Vogue Era, it resurfaced and became in style (Nostalgia and pop, 2022).

Is it just for the comfort and nostalgic feel or a sales and marketing tool?

Nostalgia in fashion is repetitive over the decades and it is introduced on runways, Tv series, movies an even red carpet. Designers always introduce the fashion pieces as iconic or representation of how they feel with a reflection of their personalities. This might explain the reason behind the 20 years fashion cycle and revival of old but iconic trends, because fashion designers miss the positive memories and want to relive them, which eventually give consumers the same feeling of nostalgia (Hitch G, 2023; Patel H, 2023).

However, the nostalgic feel is used as a psychological trick to increase Brands sales and designs. It is known that human beings always search for comfort and positive feelings, so bringing back the fashion trends of the good old days offers a sense of familiarity to consumers, therefore, sales increase which is why it is even considered a marketing leverage (Obahor B, 2023). Nostalgia is a marketing tool in the fashion industry that revives certain feelings such as: emotional resonance, escapism, shared experience, positive associations, trust, and authenticity and attention-grabbing. This marketing strategy could be considered one of the most effective weapons to increase customer base and sales (Richard, 2023; Guzzanti F, 2023)

Conclusion

Fashion is a market that is not only important to provide clothes for consumers, but it also provides so much more. It is a source of expression, a source of comfort and belonging feeling as well as historical statements. However, they are known to play around the rules and use it not only for personal reflection, but also as a marketing and sales tool by reviving the nostalgic feel and bringing back positive memories through iconic and pieces and trends from earlier decades (Ewens H, 2022).

The fashion cycle of 20 years is also changing and shrinking as many past trends are reappearing on a faster track like the current appearance of all iconic trends including fabrics, colors, designs, and themes. Which might be due to the development and evolvement of Humanity and extensive use of social media and technology (Patel H, 2023).

Fashion is not only a way of expression, but it also has deeper meanings, greater stories and represents a large base of artists. It is now a marketing strategy, and a psychological trick that brands use for their benefit.