Fashion Forward

Don’t look back, the future of fashion is ahead.

On your mark, get set, go!

Fashion is a race that few can endure. Its rapid speed and high intensity are hard to keep up with, but as long as you’re looking forward, you’ll continue to push the boundaries—right?

From clothing that glows in the dark to runway shows featuring severed heads, the future of fashion is not for the faint of heart. As runway shows evolve and designers realize that “shock” will keep audiences talking about their collection, fashion has paralleled with pushing boundaries. However, in the age of social media, designers are taking the shock value to a whole new level by using their collections as a platform to make bold statements and create attention and buzz on social media.

Shock value within the fashion industry is not a new idea, there have been plenty of examples over the years. In 1992, Jean-Paul Gaultier’s collection revolutionized this idea of shock value when he sent models down the runway in cone bras, famously worn by Madonna. Then, of course, in more recent news, Schiaparelli’s spring 2023 haute couture collection named Dante’s Inferno, featured gigantic molded, faux animal heads.

The late king of shock, Alexander McQueen, showcased his final collection in 2011, he featured dresses made from razor clam shells, which was interpreted as a commentary on the impact of climate change on marine life. In another collection that hosted a commentary on climate change, Gucci's 2018 collection featured models carrying severed heads and a runway covered in fake snow.

Each one of these collections amassed greater attention than the last, due in part to the excitement of an audience experiencing something “never done before”; the other side of this buzz is due to the rise of social media. Pia Carter, the Author of The Personal Style System: A Journey and a trend-forecasting Content Creator, said, ”Shock value is therefore both a currency and the desperate attempt of a brand to differentiate itself in a space, where consumers have little room to breathe and absorb what is being presented.” In an era in which it is hard to capture attention, a truly shocking collection is rare and intoxicating. But as the world of technology advances, so does fashion.

From wearable technology to 3D printing to Ultra Violet (UV) lighting, the future of fashion will be shaped by technological advancements. UV clothing and body paint have been used in rave culture for years—now, it has made it to the runway. ANREALAGE’s Fall/Winter 2023 collection sparked buzz all over social media. Dressed in all white, the models stand in a marked box as the UV lights travel across their bodies—the outfits transform into color.

The beauty of technological advancements cannot be denied, it's also undeniable that the rise in negative consequences is taking a toll on our world. Due to the rise of online shopping and social media influencers, overconsumption within the fashion industry has reached an all-time high. As many designer brands are pushing the boundaries of shock value, many fast fashion brands are pushing the boundaries of overproduction.

SHEIN—a name we all know—is a prime example of the harm that fast fashion can have on the Earth. The Business of Fashion said, “In 2021 [SHEIN] amounted to about 6.3 million tons of carbon dioxide equivalent, with almost all of its impact taking place in its supply chain.” To put this number into perspective, according to the US Environmental Protection Agency (EPA), the average passenger car emits about 4.6 metric tons of carbon dioxide equivalent per year. Therefore, 6.3 million tons of carbon dioxide equivalent emissions is equivalent to the emissions produced by 1,369,565 cars in one year.

The fashion industry is at a crossroads. On one hand, there is a growing demand for cheap fashion, driven by fast fashion brands like SHEIN. On the other hand, there is an increasing awareness of the environmental and social impact of the fashion industry, which has led to a growing demand for sustainable fashion.

In recent years, there has been a noticeable shift in the fashion industry, with more and more people opting to buy from smaller, independent designers rather than larger, well-known fashion brands. The fashion industry has been and will always be on the lookout for emerging designers. However, Generation Z has made wearing “indie designers” part of the culture.

Girlfriend Collective is a brand that has gained an audience of environmentally conscious Gen Z consumers. The sustainable activewear is made from recycled materials like post-consumer water bottles, fishing nets retrieved from the seas, fabric scraps, and other waste. Girlfriend Collective takes sustainability a step further by making their packaging from recycled material.

Many consumers are becoming more conscious of the environmental and social impact of their clothing choices, and are seeking out designers who prioritize sustainability and ethical practices. Independent designers are often more likely to use sustainable materials, produce their clothing locally, and pay fair wages to workers.

As the industry advances with technology, there is a growing awareness of the environmental and social impact of fashion. Designers, like McQueen, force their audience to think about fashion in the context of cultural and social issues and will continue to shock and relate to the growing fashion industry. The future of fashion is changing with every new milestone and technological achievement; we, as consumers, have the ability to shape this change.