non-trend. It was already becoming tarnished as far back as 2013/4 when we first began to hear about the toll fast fashion was taking on the planet, on working conditions - and as a lesser, but closer-to-home corollary - on our overstuffed wardrobes.
Suddenly the word itself felt creepily reductive. Any trend only works if it suits the individual wearing it. Being told by a designer, often male, what kind of fashion we should be wearing seemed, paradoxically, old fashioned.
The fall from grace was exacerbated by the increase in the number of catwalk shows, and their frequency, from twice a year to four times to a seemingly non-stop conveyor-belt style.
Where fashionable women used to wait excitedly for their favourite designers’ biannual instructions, there was now indifference.
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