When it comes to fashion, it can be a bit of a minefield. The fashion industry's move away from seasonal collections is under discussion for quite some time now. Because of this, we feel it is vital to examine the origins of seasons and how they are now functioning.
Here, we'll look at why "seasonless" fashion is so popular, as well as what it means for consumers.
We'll also take a look at some of the most common predictions for the demise of seasonal clothing lines and the emergence of ultra-fast fashions.
What Are Fashion Seasons?
I understand your perplexity. When do the seasons change? Where are the seasons of spring and fall?
We would break down Fashion into four distinct seasons. SS, AW, Resort, and Pre-Fall are the four seasons. Paris, Milan, New York, and London host SS and AW fashion weeks, respectively.
Clients of the most affluent fashion houses are to acquire these items while away on vacation, thus the moniker "Resort."
Seasons of Style (SS) and Autumn/Winter (AW) were the only two fashion seasons of the past. In contrast, some fashion enterprises generate 52 micro-seasons each year.
Customers want to buy as much apparel as possible since new trends emerge every week.
Observe how and why this transformation occurred, as well as what the future holds.
Why Does The Fashion World Need Seasons In The First Place?
Prior to the modern era, we saw seasons as a time of year when the weather changed, and major fashion seasons were a time of year when people changed what they wore in accordance with the changing conditions.
It turns out to be a lot more difficult than I thought. The seasons act as a global clock for the fashion industry, dictating the pace at which new collections are developed, marketed, and sold.
Others who work in the fashion sector need to be up to date on the latest trends, in addition to those directly involved in the creation of apparel.
In addition to well-known actors like the publishing, advertising, and logistics/distribution industries, there are maybe more unexpected players like Pantone, the folks who play such an important role in selecting the colors used in nearly everything we see around us.
When Are the Fashion Seasons Showcased and Sold?
Surprisingly, SS starts in January and lasts until June, while AW lasts from July to December. Resort and Pre-Fall collections are accessible in October and November, respectively, while AW collections arrive in January.
Due to the fact that the Summer and Resort collections usually come in January, when temperatures are frigid, the misunderstanding ensues.
Winter clothing usually comes in July, even though the weather is still pleasant outdoors.
As a result, new fashion lines are launched as quickly as possible by fashion firms and retailers so that the previous season's merchandise may be sold.
How About Fashion Week?
During Fashion Week, things became a lot more difficult.
Press will get to see the SS collections during Fashion Week in September for the next summer season. AW collections, on the other hand, usually unveil in February of the following year.
Trends emerge from New York Fashion Week. Customers who shop in retail stores need time to peruse the merchandise and decide what they want to buy.
Fashion editors also have to spend time picking out samples and photographing editorials for the next year.
Labels typically photograph their Resort and Pre-fall collections separately and submit them to the press since they don't have Fashion Weeks.
And Suddenly, Four Seasons Aren’t Enough:
The fashion industry, despite its emphasis on originality, is surprisingly conservative when it comes to business practices.
Several designers started to break the standards and display their variety between the two set seasons. Thus, soon it became a rather imaginative picture.
Designers used to provide ready-to-wear collections called "Pre-designs" before launching their more expensive, high-end collections.
Everyone jumped on board once the idea was shown to be viable. For the SS and AW collections, we now have pre-collections that run from May to July and then again in November/December.
A lot of terminology in the fashion industry is derived from this, such as Resort, Cruise, and the Pre-Fall Collection.
For some reason, fashion labels tend to make more money from their Pre-collection. Since they remain in stores longer and are less stunning, more wearable things that don't compete with the forthcoming season.
People who don't want to deal with the melodrama of the upcoming major collections will find the pre-seasons easier to get their hands on.
Is Seasonality in Fashion Coming to An End?
In a world where international travel has become more affordable, there is a higher desire for apparel that is less dependent on the season.
Sleeveless looks with vibrant hues in AW fashion may be seen, as can a more modest style with coats in SS clothing.
While traditionalists see seasonless fashion as a sin, we think it's only fair that since Fashion Week's start a century ago, we've had to adapt to a season-neutral way of dressing.
If someone thinks your favorite piece of clothing is out of style, don't store it.
We wonder how climate change may disrupt the traditional seasonal paradigm as designers cope with it.
In September, designers unveil their SS collections, which are followed six months later by an AW release.
It has always been advantageous for designers to display their ideas for the next season in the Pre-fall and Pre-spring collections.
However, you may argue that we've outgrown the need for this old paradigm; designers may no longer feel fit to develop under these strict constraints.
We’ve seen surprising goods and trends for the season, as well as designers turning away from trends in favor of placing classic pieces on the runway during the most recent presentations.
Collections are more seasonless than ever, as brands take a more intentional approach to a collection’s endurance.
Shift to Fast Fashion, 52 Seasons and Beyond:
Clothing design, production, and distribution have all changed dramatically in recent years, mostly due to climate and travel habits as well.
This type of quick fashion was first pioneered by the Spanish retailer Zara in the 1990s.
A year-long production cycle meant that Zara could introduce new items to customers every few weeks rather than waiting for a season. H&M and Forever 21 followed in their footsteps in the next decade, buoyed by their success.
Fast fashion is a method of delivering clothing to clients as quickly as possible. High-end fashion brands have been operating on a seasonal fashion cycle for years and are organized differently from fast fashion companies.
Fast fashion companies generate 52 micro-seasons a year. They have a wealth of stock and a wide range of potential customers.
As a result of their large sales volume and low-quality products, they are able to offer such low prices.
Asos, Boohoo, Fashion Nova, and now Shein — "ultra-fast" fashion corporations — emerged as potential challengers to the previous decade's main fashion empires around the end of the decade.
Take Shein, for example. The retailer's website has tens of thousands of options. Shein's corporate strategy is on the premise that more is better.
Moreover, that excess is accessible at unusually low prices, with no consideration for the environmental ramifications of transparency surrounding its employees, much like its forebears.
Fast fashion powerhouse Shein's ascent isn't only due to its cheap prices or huge internet presence.
Customers are pulled in by the ever-changing selection of women's clothing and accessories, which sees an average of 2,000 SKUs added each day. As far as we know, the shop does not have any physical stores.
If You're Concerned About Quick Fashion, What About It?
When it comes to fast fashion, there are always fresh goods to choose from.
Trends that are seen on the runway or worn by celebrities make their way to retail outlets in a blink of an eye.
What Is a Cruise Collection?
A cruise collection and a resort collection are the same things.
This is a term used to describe Christmas merchandise and dates back to the days when rich clients would take winter cruises.
What Is the Significance of SS and AW in This Context?
SS and AW are initials for the spring summer and fall/winter seasons, respectively. These are the two most important times of year for the fashion industry's two major seasons.
The Bottom Line:
Seasons are clearly becoming a thing of the past in the fashion industry. The term "fashion season" is a thing of the past thanks to today's lightning-fast fashion. But what does this mean for the rest of us?
However, there may not be a unifying concept or story for designers to build collections depending on the season.
What do you think about that? Now that clothing isn't tied to a certain season, would designers be able to be more creative?
Let us know what you think in the comments below!