Ποιοι αποφασίζουν τι θα φορεθεί κάθε σεζόν και θα ποια είναι η εκάστοτε καινούργια τάση της μόδας;
Τα σχέδια και οι τάσεις της κάθε σεζόν κάνουν συνήθως 3 με 9 μήνες να ολοκληρωθούν. Όλα ξεκινούν με μια ιδέα. Αναλόγως με τον κάθε σχεδιαστή, η καινούρια κολεξιόν μπορεί να ξεκινήσει από οποιαδήποτε αφορμή έμπνευσης. Μπορεί να πηγάζει από ένα τοπίο, ένα χρώμα, ένα μοτίβο.
Έπειτα η ιδέα παίρνει μορφή υλική και γίνεται ρούχα και αξεσουάρ. Οι γραμμές των ρούχων, το πόσο αποκαλυπτικά, φουτουριστικά, ογκώδη ή συμβατικά θα είναι, όλα αυτά εξαρτώνται από το προσωπικό στυλ του σχεδιαστή αλλά και από κοινωνικές παραμέτρους. Από το ποια είναι τα όρια της απρέπειας και της υπερβολής στην εκάστοτε χρονική περίοδο και κατά πόσο θέλει ο σχεδιαστής να τα υπερβεί ή να συμβαδίσει με αυτά.
Οι τάσεις επηρεάζονται επίσης και από τη βιομηχανία του θεάματος. Η showbussiness παίζει πολλές φορές μεγάλο ρόλο στα νέα trends. Μια δημοφιλής ταινία ή σειρά ή ακόμα πιο συχνά μια star μπορούν να δημιουργήσουν τάσεις από μόνα τους και ενίοτε να συμπεριληφθούν στην κολεξιόν κάποιου σχεδιαστή, με τις ανάλογες τροποποιήσεις.
Συνήθως όμως οι τάσεις της μόδας ξεκαθαρίζουν παράλληλα με την εφαρμογή της. Πρόκειται για έναν συνδυασμό απόψεων από τους σχεδιαστές και τους εκδότες περιοδικών μόδας. Οι σχεδιαστές υλοποιούν τις διάφορες ιδέες τους και δημιουργούν τις προτάσεις για τη νέα σεζόν. Έπειτα οι εκδότες των περιοδικών αποφασίζουν ποια στοιχεία από τις νέες συλλογές των σχεδιαστών είναι πιο πιθανό να έχουν απήχηση στους αναγνώστες τους και επακόλουθα δίνουν σε αυτά τα στοιχεία την ανάλογη διαφήμιση για να τα κάνουν “trendy“.
‘Έτσι λοιπόν μπορεί κανείς να σκεφτεί ότι οι εκδότες των περιοδικών έχουν τη μεγαλύτερη εξουσία κι ότι αυτοί αποφασίζουν τι θα διαφημίσουν. Όμως οι εκδότες λειτουργούν με βάση τις υπάρχουσες συλλογές των σχεδιαστών και πάνω απ’ όλα με βάση τους αναγνώστες τους. Αφού σκοπός τους είναι να πουλήσουν, το πιο σημαντικό είναι να πιάσουν τον σφυγμό των αναγνωστών-καταναλωτών και κάπως έτσι γεννιέται μια νέα τάση.
Η μόδα λοιπόν εμφανίζεται και εξαφανίζεται ανάλογα με την απήχηση που έχει η κάθε ιδέα. Αυτός είναι και ο λόγος που κάποια πράγματα είναι διαχρονικά, όπως τα τζιν, τα μαύρα φορέματα, τα t-shirts, τα κόκκινα κραγιόν κλπ. Όλα αυτά είναι στοιχεία που κολακεύουν πολύ μεγάλο μέρος του πληθυσμού γι’ αυτό είτε τροποποιούνται με ατελείωτους τρόπους είτε αν φύγουν από τη μόδα θα είναι για πολύ μικρό διάστημα.
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