Review

Perceptive Visualization on Global Fashion Trends through Innovative Designing

Dr. Mamatha Hegde

HOD, Department of Fashion Design, Faculty of Art and Design, M.S Ramaiah University of Applied Sciences, Bangalore

Email:mamathahegde.fd.ad@msruas.ac.in

Abstract

In today’s world, there is increase in awareness at individual and mass level. Fashion clothing has a psychological effect on the wearer. Clothing helps to perceive oneself at individual deepest core through the psychological and cognitive way. When a leader thinks in terms of bringing the change, the designer works in terms of solving the obstacles through simplified, convenient or more naturalist way to give comfort for the society. Globally there is jet fast growth in on line fashion marketing. True designers, creators, and leaders has to work in these direction to overcome various obstacles through new innovative models. Innovation in fashion designing needs for aesthetics, comfort and utility. The Artificial Intelligence can be used as a stylist and design assistant. Instagram and Pinterest networking responds very quickly to these fashion changes and designers, suppliers and manufacturers with futurist mind are already working on this direction.  Design should be more of transparent/ reflective of the society to tackle the need of all the sectors. Entire future fashion wholly depends on innovation, awareness and creativity of a designer who thinks differently, accepts and face the challenges.

Keywords: Awareness, Fashion, Comfort, Innovation, Technology and Creativity

Introduction

“What you wear, changes the way you think, so look good and feel good”. In today’s world, there is increase in awareness at individual and mass level. So it is time to look into the attire of youngest who will be the pioneers of the future. Clothes has a psychological effect on the wearer. Clothing helps to perceive oneself at individual deepest core through the psychological and cognitive way.  It has lot to do with the approach, communication and various other activities.  Future is the period of Indiduality and self-growth. None of the past imposed disciplines will work for next forth coming decades.

Realities of modern life is based on design it may be in terms of aesthetics, functionality or any of the performance based parameters.  A design will be victorious only when it has the ability to touch the core of beholder. So the designer need to have an artistic, creative, imaginative inclination while making a design. Design developed in this way has the capacity to bring a drastic change in many aspects of life and living standards of the mankind.  Design and designer here are the prime mover in bringing the whole perception of humanity about a particular fashion, trend or set up. When a leader thinks in terms of bringing the change, the designer works in terms of solving the obstacles through simplified, convenient or more naturalist way to give comfort for the society. Past few decades it is through the design that mankind living standard has raised to the optimum level.

Changes in the fashion drastically affects the overall look and values of the person and society. Imitation of fashion from elite class to lower is very much fast in these days when it is compared with the fashion of the earlier days. Fashion or trend is a style lies within and beyond the time and it keeps changing. A fashion designer should be in tune with these movements for a successful retention in the market.  Gone are the days, where people will go for only trends. New need has arisen with much importance for comfort, health and sustainability factor across the world. Most of the time, trends revolves like a wheel, what is there in the bottom line has an equal chance of being on top due to digital global world movements. As there is jet speed change in the outer world, so also change is needed in the designing domain.

2.Dynamism of  Fashion Trends in the Market

In the years to come there is need for fashion designers, apparel industries to look into the needs of market shifts and provide the suitable acceptable and sustainable designer clothing. Development of technology, social media, and awareness has made all the brand holders and companies to re think in the new direction i.e.; to develop something new for the needy and compete to provide the best product to the market. Globally there is jet fast growth in on line fashion marketing. True designers, creators, and leaders has to work in these direction to overcome various obstacles through new innovative models. Any style adoption and diffusion is a long process, one need to tune with the dynamics as a spark. The knowledge and experience on new innovative methods in designing is very important along with an exposure to interdisciplinary design applications. Clear understanding and perception on the changing trends to create the design in a sustainable way for the higher dimensional life matrix is very important.

3.Consumer and  Fashion Designers:

Clothes what we wear communicate social and cultural background of an individual. Today’s buyer give more preferences for comfort and visual look than any other factor. As the saying “The clothes make the man and it is like a second skin”, “Ready to -Wear’ has become an important mediator between designer and consumer through web based technology. Global apparel market is valued at 3 trillion dollars and accounts for 2 percent of the world’s GDP. People involved in E – Commerce fashion business are now looking for newer technology and methods to meet the demands of the market and the consumers [1].

A new fashion brand or style will lead or become a trend in the market based on its acceptance by the clients. Consumers do give preferences for their needs as fashion for casual and for occasions with due importance to fabric functionality and comfort parameters. The influence of celebrities, social media also influence their buying behavior. An entire market will be moved by a particular style if it has the ability to fulfill most of the needs of a buyer. Freedom in the apparel or fashion designing as per the need of clients will boost the individuality, identity of the wearer along with the many explorations at personal level. Ability of humans to overcome the challenges is continues process so also in designing of clothing. Every designer need to ask himself many questions to find out root cause of a problem. First treat the true cause, so that symptoms will disappear automatically. Fashion or clothing one is wearing will act as an aid for internal exchange of feelings.  According to scientific report ‘The term Enclothed Cognition is used to describe the effects of clothes on attitudes, personality, emotions, interpersonal interactions along with behavior and moods.

4. Innovation in Fashion designing through Technology

Innovation in fashion designing needs for aesthetics, comfort and utility. Integration of these factors with suitable conceptual ideas, imaginative touch, technology and techniques will be the key factors for a design to become successful and retain in the future market. Technological advancement in all the sectors has brought huge transformation in the living standards of humanity so also in the fashion sector. “Artificial intelligence (AI) is computer technology that aims to simulate intelligent human behaviour, or to perform cognitive tasks that ordinarily require human intelligence” {2]. AI can be used as a stylish and design assistant.  Digitized automatic apparel production system, Artificial intelligence (AI) programs help in faster mass production of fashion apparel with style accuracy, store descriptions, data transfers, use and feedbacks. Since fashion varies from country to country, culture to culture many attributes such as visual style, fashion trends and computational styles were put together while applying the AI programs into fashion clothing [3]. The AI will generate many designs by generative and discriminative neural networks based on previously recorded data of a client. So this is going to play a major role in future fashion designing [4]. The developed online fashion styling centres provide most of the relevant information pertaining to clients and designer and help to overcome the gaps between the two. The internet fashion has become successful in embracing the vast majority of consumers with their artist way of approach and flexibility. AI fashion has headed in the same way as Uber in the cities. Amazon has already developed AI fashion designer. According to Kavita Bala saying “Amazon Company is trying to understand how fashion develops in the world” [5]. Instagram and Pinterest networking respond very quickly to these fashion changes and designers, suppliers and manufacturers with the futurist mind are already working on this direction.

Tech Automating the Fashion designer [6]
Tech Automating the Fashion designer [6]

Levi’s and Google have come together in developing the gesture recognizable smart denim jacket. Dr. Ivan Poupyrev, Google Engineering Director opines that “In jacket gesture –sensing Jacquard Threads are woven into the cuff and wirelessly connected to a mobile phone using tiny electronics embedded inside the sleeve and a flexible snap tag to perform many activities”. Similar work is also carried out by Samsung that tech garments look and feel like worn clothes with hidden sensors. There will not be any seasonal fashion because of fast tech online trends and fashion may keep changing as per the needs. All the designing transactions here will be unique, transparent and going to bring a new phase for the forthcoming decades.

Conclusion

The term ‘fashion’ itself signifies a change in style or trend. These changes depend on novelty in innovation and its diffusion level in society with perception. Most of the fashion brands of the future should care for clients. Fashion designing for awaited years need to solve issues rather than merely look. Design should be more transparent/ reflective of society to tackle the need of all the sectors. Research and innovation in this direction is the need for the day as the aim here is to produce a design for humanity. A thorough study of pre-art, culture, tradition, religion plays a vital role in bringing the conceptual change in the design. Change in way of living, technology, market etc. has left no space for stagnant fashion designs. So fashion designing through new way has become inevitable. Entire future fashion wholly depends on innovation, awareness and creativity of a designer who thinks differently, accepts and face the challenges.

References

  1. “Association for Consumer Research –  Challenges of Fashion Retailing in 2018” http://customerthink.com, retrieved on 13th February 2019
  2. Is Artificial Intelligence the Newest Trend in Fashion by Jeffrey Greene and Anne Marie Longobucco,  August 24, 2018, https://www.law.com/newyorklawjournal Retrieved on 15th February 2019
  3. “The Nature of Trends – A Study of Trend Mechanisms in Contemporary Fashion” http://www.dragt.dk/assests, retrieved on 14-02-2019.
  4. How AI Could Dictate Future Fashion Trends, “The Possibilities of Predictive Fashion” February 21, 2018, Bruno Jacobsen, https://www.futuresplatform.com/ (Retrieved on 15th February 2019)
  5. Amazon Has Developed an AI Fashion Designer, The retail giant is taking a characteristically algorithmic approach to fashion. by Will Knight, August 24, 2017, https://www.technologyreview.com, (Retrieved on 15th February 2019).
  6. CB Insights, Research Briefs-The Future of Fashion: From Design to Merchandising, How Tech Is Reshaping the Industry, https://www.cbinsights.com/research/fashion-tech-future-trends, https://s3.amazonaws.com/cbi-research-portal-upload (Retrieved on 14th February 2019).
  7. When Fashion Meets AI, Deepak Halan is an associate professor at the School of Management Sciences, Apeejay Stya University, July 26, 2018, https://electronicsforu.com/technology-trends/must-read/smart-fashion-meets-ai (Retrieved on 15th February 2019).
  8. “Researchers have identified a series of psychological changes that occur when we wear certain clothes” Enclothed Cognition, https://brainfodder.org/psychology-clothes-enclothed-cognition (Retrieved on 7th Jan 2019).
  9. Human Innovation in Fashion, Mind Fashion Today, https://www.mindfashion.today, (Retrieved on 8th February 2019).
  10. https://www.bloomsburyfashioncentral.com/products/berg-fashion (Retrieved on 8th February 2019).
  11. Fashion trends and their impact on the society- September 2015, Conference: International conference on textiles, Apparels and Fashion 2015, At Coimbatore, Tamilnadu, https://www.researchgate.net/publication, (Retrieved on 7th January 2019).
  12. Top 7 trends that will shape the fashion industry in 2019, in Industry Insight, https://pixelpool.com, fashion-industry-trends-2019, (Retrieved on 13th January 2019).
  13. Succeeding in tomorrow’s global fashion market, By Carsten Keller, Karl-Hendrik Magnus, Saskia Hedrich, Patrick Nava, and Thomas Tochtermann, http://acrwebsite.org/volumes, (Retrieved on 7th January 2019).
  14. This AI Learns Your Fashion Sense and Invents Your Next Outfit, A new kind of AI system could create personalized clothing based on a shopper’s taste. by Jackie Snow, November 16, 2017, https://www.technologyreview.com, (Retrieved on 15th February 2019).
  15. “The Nature of Trends – A Study of Trend Mechanisms in Contemporary Fashion” http://www.dragt.dk/assests, (Retrieved on 14-February 2019).
Please cite this article as: Mamatha Hegde (2019) Perceptive Visualization on Global Fashion Trends through Innovative Designing. Journal of Textile and Clothing Science. https://www.jtcsonline.com/perceptive-visualization-global-fashion-trends/
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