JD Institute of Fashion Technology
How Fashion Designing is Influenced by Cultural and Social Attitudes

Fashion design is not limited to outfit mapping and creativity. It is also a form of art and expression and a means by which a designer can express their ideas and values. Fashion trends are inspired by many events such as social and cultural change, ethnicity, and current events. 

The outfit you design must send out some powerful ideas and opinions; this helps keep up with the trend. A good fashion designer should possess the skill to see through the designs and understand the social and cultural meaning. Here is an article that sheds some light on how cultural and social attitudes influence fashion designing.

Globalization has led to the fusion

In the modern digital world, no place is too far away from another. Through digital marketing and social media, the reach of designers is now more comprehensive than ever. This reach has enabled them to draw inspiration from all the corners of the world and fuse them into one contemporary design. The importance of fusion designs lies in the fact that it is appropriate for various markets, and hence, it reaps a lot of profit.

A prime example is the era of the Arab Spring when a lot of celebrities donned outfits that were inspired by the middle east. As a result, the UAE emerged as one of the major fashion hubs worldwide alongside New York and Paris. 

Different Types of Cultural Influence

There are different kinds of cultural influence on a designer; some of them are discussed below: 

High cultural art: It pertains to specific art forms such as visual arts, auditory arts, contemporary paintings, and architectural designs. These are the primary source of the new age designers to draw inspiration from. These art forms provide new ideas and outlook for the new designs. Many big fashion brands collaborate with experts in different art forms to create unique and attractive designs. High cultural art has a limited target audience, and they mostly aim for sophisticated groups.

Pop culture: It is short for popular culture and refers to those designs that masses can easily relate to. In globalization, music and cinema have no boundaries, and they have a wide reach because of the OTT platforms and other streaming platforms. Therefore, outfits that popular TV shows or pop artists inspire are mass-produced because of a much bigger market. Pop cultures are a major area of study in various types of fashion designing courses.

A famous example is that of the TV show FRIENDS, one of the most popular shows of all time. This show has inspired many modern-day designers to create designs that reflect the different characters ’ personalities.

Street culture: This is the subculture or an offshoot of pop culture, but it refers to the outfit of the people who perform on the street or dwell in the ghettos of big cities. Many designers draw influence from the graffiti art or the way of life of these “street people” and add a personal touch. When a popular idol wears these outfits, these designs become mainstream and a part of the trend. 

Japanese and American street culture has always been the epicenter of these outfits. But, recently, with the rise in globalization, many African and South American cultures have been coming up, and many fashion shows are setting up their themes inspired by these cultures.

Macro Trends

Trends stay in the market depending upon the inclinations and beliefs of the overall consumer base. Designs or structures that reflect larger behavioural groups’ ethics or morality drive these trends and these fashion wears rule the market for 5-10 years. For example, modern macro trends are driven by eco-friendly designs of clothes, apparel, and accessories. 

The beauty standards and attractive models keep changing from era to era. In the present time, when LGBTQ, feminism, and other prominent social movements have taken the world by storm, the brands look to cash in the opportunity and design their clothes in a manner that can reflect the ideals and principles of these movements. One of the important fashion designer qualifications is the knowledge of different cultures and social trends worldwide.

Microtrends

Sometimes, there is a rapid surge in demand for a particular fashion product because there is a sudden rise in popularity of a pop artist, influential movie, or TV show. These trends, however, are short-lived and last for 1-3 years. A lot of fashion journals and blogs regularly update the trends of the market. 

When the rap culture was at the centre of affairs in the USA, low-waist jeans had gained unprecedented popularity with the masses, and they were mass-produced. Similarly, skinny jeans, leggings, and footless tights are the current trends.

Retro Culture Resurrection

In the 60s and 70s, when most of the world had closed markets, fashion trends lived and died in the same country with minimal reach. However, in the modern age, designers worldwide have started to recreate their retro pop culture designs. Long bell-bottom jeans, high-necks, and big collars have started to make their way in the market again.

Social media influencers and independent designers play a significant role in revamping their respective countries’ retro designer culture. It is easier to garner a broad reach in the digital age because a lot of consumers have internet access, and they can easily relate to the forgotten era. Outfits with a touch of nostalgia make a mass appeal in the recent trends.

Conclusion

Social trends, culture, and ethnicity are the major drivers of fashion design, and they reflect the designers’ ideas and personalities. Global consumerism has changed the way we think about branding, merchandising, and designing. A lot of popular models and celebrities associate themselves with social and cultural movements. Hence, their apparel and accessories are majorly influenced by them. 

The average fashion designer salary has a very wide range, depending on the popularity of their designs, which further depends on the outfit’s cultural and ethnic value.

We also see a notable change in the theme and organization of the various fashion events worldwide. There is a lot of cultural diversity in the participating models. Many different types of ethnicities are represented on the ramp, and their indigenous cultures inspire their designs. Thus, we see that fashion designs have become a powerful tool of expression in the age of globalization.