 |
| The Gucci Campaign. Courtesy of Interfashion Planning |
By Victoria Kim
To understand "maximalism" within the "fashion trend," chronological order and flow, it is important to know the accurate differences between "fad," "fashion," "classic" and "culture."
"Fad" defines a temporary ― typically around a year ― syndrome or popularity among people but it frequently changes tack. For example, a popular drama's characters' clothes may sweep up fans for a while, but it ends when the drama does.
"Fashion" lasts longer, with at least several years of consistency, and is adopted by the most people. Although its specific styles may change, it evolves simultaneously.
"Classic" items don't feel particularly fashionable because designs are traditional or formalized. Therefore, if "fashion" and "classic" are accepted by the majority and increase in duration, transferring through generations, it eventually becomes "culture."
What causes trends and why do people follow them? We already know about many trends through the media, but we need to ask "why" and "how" they became popular rather than what was popular. Let's think about why "maximalism" has been so dominant in the contemporary fashion industry.
 |
| The Gucci Campaign. Courtesy of Interfashion Planning |
First, the big data analysis of fashion trends over the past decade (2004-14) is summed up by the keyword "modern" based on recent research. Along with it, "natural" appeared more frequently as it appeared with the keywords of environment and ecology, and confirmed that the weight of natural styles is expanding as various keywords. Therefore, referring to the above "fashion trend" change and evolution aspect, the new wave of trend was required around 2015 or 2016.
Second, most people regard "maximalism" as hippie, splendid and dazzling colorful patterns of design. At first glance, it may differ to what we know as "modern" ― simplicity and minimalism.
However, we have missed what lies beneath "maximalism." It is the joy of the unexpected combination of bold inspiration, rich texture and romanticism. "Minimalism" was about moderation, restriction and less excitement. Sometimes it is pleasing to view a romanticist's abundant design expression. Anyone who has appreciated a series of Alessandro Michele's collection would agree. He brought humanity into the technical capability age of the cold image.
 |
| Dolce and Gabbana. Courtesy of Interfashion Planning |
Finally, what will replace "maximalism"? As it appeared about three years ago, its trend will continue to be widely associated with a variety of styles. For example, eclectic maximalism or retro maximalism ― asymmetrical shapes, playing with proportions and volume, mixing prints with clashing colors, boldest sheers ― are likely to be combined.
Moreover, the creative directors who are sharing and enjoying emotions with contemporary consumers will be accorded a warm welcome. Presenting a view of a designer's personal tastes, people will feel able to accept them, but also those that are a little maniacal. Again, the current fashion stage is not for those who constrain an individual's preferences. Rather, it is better to have a clear liking than to have no taste.
Victoria Kim is the adjunct professor of the Department of Fashion Business Management at the Fashion Institute of Technology (F.I.T), SUNY Korea. She has over 10 years' experience in fashion consultancy and how fashion brands intersect with global retail trends and innovation. Her research interests are fashion retail trends and global business management based on contemporary consumer lifestyle change.
