In some ways, it could be argued that the fashion world is, in fact, playing catch up with the mobility of movements seen on social media. Begging the question: are designers creating new trends or are consumers fueling them?
From Paris to London and Milan to Melbourne – one thing fashion houses had in common was that the models looked as if they were wearing clothes from their own closets. Meaning, far from unattainable designs of seasons past, designers are curating collections for everyday style. Going hand in hand with sustainability – vintage designs have had a resurgence as houses source textiles from local resources and use reclaimed and repurposed materials from past collections. Extending the lifecycle of trends and clothing, the movements surround both sustainable and attainable style as we move away from a throwaway economy. To coincide with this messaging, beauty, and specifically, hair styling, has gravitated toward relaxed shapes and natural vibes to further complement individuality and attainability.
The Sustainability Movement
The movement toward sustainability has become effortlessly apparent as it forges its stake in the world of fashion. Designers have taken note of their impact on the planet and are working towards a more sustainable future. Stepping away from fleeting trends, fashion houses made a splash last spring with the debut of more grand scale movements. Instead of an “out with the old in with the new” approach of completely swapping out clothes each season, their message is clear – fashion has become about updating your style with subtle shifts and investing in pieces you’ll wear for decades. Miuccia Prada doubled down on this concept by presenting her Fall 2020 collection – nostalgic in design and sourcing – in timeless colours and inviting her front row to wear archived pieces for the event.
How does this translate to beauty? Brands are holding themselves accountable for the ways in which their products impact the planet. When creating our 2020 Education Collection BANG BANG, the inspiration was clear “In the ’90s, fashion evolved from “uniform” to a form of influence. It was a decade when the terms “reduce”, “reuse” and “recycle” became widely used as we gained awareness of the impact we were having on the world’s environment,” said Kevin Murphy. The state of the environment has always been close to our hearts at KEVIN.MURPHY and as we begin a new decade we have made even deeper commitments to the world around us. Creating products with a conscious, we use only natural ingredients from sustainable and renewable sources to support this movement.
Overproduction & Overconsumption
Circling back to the larger picture, fashion is starting an uprising to bring attention to the world’s resources. While the impact of a single fashion week pales in comparison to raw material sourcing and the effect this has on our environment, designers are still starting the conversation here. Most companies note that while efforts are being made, the supply chain is a complex system that takes time to shift. What these movements are aiming to bring to light is the fact that in prior decades our economy has thrived from overproduction and therefore overconsumption. In turn, this shift in fashion has less to do with showcasing new styles and more to do with influencing customers to reimagine their wardrobes instead of overhauling them.
What Does This Mean for Beauty?
As information moves into the hands of the conscious consumer, they are demanding more stringent standards than ever before, which has also widely led to the “Clean Beauty” movement that now encompasses “Green” and “Blue Beauty.”
No stranger to making a statement, Maria Grazia Chiuri has been developing the sustainability narrative alongside an adaptation for attainability. Utilising living trees (later to be planted around the city) at Dior’s Spring 2020 runway, she took an even more direct turn with her Fall 2020 Collection by calling to light the politicization of clothing that started in the 1970s. Making the way for casual elegance among classic pieces that are leading the charge for a revival of their prêt-à-porter past toward “real clothes” for “real people.” In this newfound space, sustainability and attainability have a chance to grow together. And as the catwalk steps away from conformity, there is no longer a one size fits all approach when it comes to beauty. Parts are varied and natural texture is embraced as models are becoming more relatable for their unique traits.
Copenhagen FW 2020 – Show: Holzweiler, Hair Director: Marianne Jensen, Photo: Julie Dam
Copenhagen FW 2020 – Show: Lovechild1979, Hair Director: Marianne Jensen, Photo: Julie Dam
When it comes to attainability in hair, we’re going to see even more relaxed silhouettes and subtle colours. As a brand born on the beach, this is giving us a chance to get back to our roots and highlight our signature styles. While creating our latest collection, BANG BANG, GLOBAL DESIGN.DIRECTOR Kate Reid said of the colour trends, “In our 2020 Education Collection, colour techniques have been designed to enhance any length or texture of hair, as well as be personalised for each and every client which allows you, the colourist, to unlock unlimited possibilities.” From innovation in product to education to meet these needs in the salon, these movements encompass what we’re looking forward to as a brand dedicated to positive change in the future.