A recap of the fashion industry 2022

2022 is a year like a rollercoaster. From the beginning of positive to see that normality was coming back through the restriction lifted from the pandemic, borders reopened, consumers came back to shop, and the physical events came back. Then, the unexpected invasion of Ukraine triggered an uncertain economy and the energy crisis and pushed inflation rising. Eventually, some controversial incidents in the fashion industry, and iconic people, including Queen Elizabeth II, Vivienne Westwood and Issey Miyake’s death, brought the buzziest on social media. Some of these moments are still ongoing and may affect the world continuously. So let’s have a look at what significant moments in 2022 were.

Geopolitical conflicts to increase energy crisis and inflation rate

At the beginning of the year, countries and areas started to open borders after two-year restrictions of the pandemic. People were optimistic to see the increasing demand for dressing up after the work-from-home outfits era and back to social activities.

However, Russia’s invasion of Ukraine changed all expectations. The war pushed the energy crisis and started affecting West people after the western countries had been taking sanctions on Russia. Furthermore, Fed keeps raising interest rates against inflation with no reductions until 2024. The recession may come along with higher household spending costs and eliminate discretionary like apparel.

Fashion weeks and physical events came back

However, people are still eager to connect with others and search for fun. When the physical events started to open again, they went viral and increased engagement, whether online or offline. People put themselves into communities by positively participating in events or following up on these events to feel connected and make life much more similar to the pre-pandemic time.

So the whole fashion industry was bustling in the second half of the year as physical fashion weeks came back too. Since borders opened, celebrities and influencers have flown across countries and areas to participate in different events. The biggest music and art festival, Coachella in California, also made a party and cheered up the atmosphere. The participants and their outfits created a huge buzz on social media. Also, FIFA World Cup attracted people flying to Qutar to enjoy the excitement of the sport. These glamorous moments help people find a peaceful space to escape reality and make some hope for the future.

Innovation and unscheduled runway show to boost buzz on social media.

While traditional fashion shows attracted awareness by inviting key influencers and celebrities, the Parisian fashion brand Coperni caught the attention with the innovative spray-on fabric technique. The brand collaborated with Fabrican to make a dress on supermodel Bella Hadid’s body during its runway show for the SS23 collection. Coperni received a 3,000% increase in searches, according to a report by Lyst.

Another media-savvy social brand was Jacquemus. When other brands give up on the business model of “see now, buy now”, his five collections out of the traditional frame offer fashion addicts to get the latest outfits immediately. He also holds runways off the traditional fashion calendar to boost the media spreads. These approaches successfully generated €200 million in revenue this year, according to the Business of Fashion’s report.

Shockdvertising campaigns to knock brands and celebrities off their pedestals.

However, when the power of social media is a double razor, some controversy spreads more quickly than ever. Balenciaga was booming through its controversial products like remade Ikea bags and Lay’s crisps bags into $1,800 handbags with the brand label. It savvied social media and grabbed the audience’s eyeballs.

However, when the brand took advantage of the shockdvertising campaign of the metaphor of children’s exploitation, it created outrage and spread quickly. Eventually, the leading fashion media Business of Fashion revoked the award of the artistic director Demna Gvasalia, and he finally apologised five days later for the controversial spreading.

Furthermore, Kanye West, who had a longstanding relationship with the brand and wore an outfit to open its runway in Paris Fashion Week. His anti-semitic comments caused him to lose his collaboration with Adidas. Eventually, Balenciaga broke up with him either, well, before the brand’s own criticism brewing.

Designer movements to change fashion houses

The world is affected by buzz massively on the internet, and the uncertain economy pulls away people’s spending. These made fashion houses find new approaches to survive the coming global slowdown.

So, even some designers revived brand images and savvied on social media during the last decade, like Daniel Lee for Bottega Veneta, Alessandro Michele for Gucci and Riccardo Tisci for Burberry, all left the brands they revamped. The concern for those luxury brands could be designers’ standings have covered up the brand themselves. Furthermore, it pushed brand fatigue by designers’ strong characteristics and repeating style.

Brands are looking for a new approach to keep their buzz on social media while re-adopting their heritage to maintain their sales when the recession comes.

Read More: What message is behind the designer movement of fashion houses?

Fashion icons’ left to end a generation

Some fashion icons left the world this year which meant the end of a generation. Queen Elizabeth II was the most iconic to present traditional British and royal culture. Her 96-year-old life witnessed dramatic changes in the world, also the evolution of fashion. Her leaving means a new and contemporary monarch will start, and some traditions may also disappear.

Additionally, the British icon designer Vivienne Westwood, known for punk and tartans, and Japanese fashion designer Issey Miyake, famous for origami-like pleating fabric, both passed away this year. Vivienne Westwood contributed to the fashion industry by presenting the subculture of London in the 70s. And Issey Miyake offered the oversized style with technical material, vivid colours and minimalist silhouettes in the 80s.

Even though they have gone, when nostalgia has become popular among Gen-Z, people look for past ideas. Their spirits may still stay with us in different ways.

To review 2022, there were some positive moments, losses and anger. People feel insecure more than ever while the world is still experiencing the war between Russia and Ukraine. The next potential pandemic wave may come again since the opening of the border and people travelling around coutries. And even people are facing extreme weather, like a global cold wave and suffering from higher utilise costs now.

However, humans are also getting stronger during these rocky points. Like the Pantone colour of 2023, Viva Magenta is powerful and empowering. It galvanises our spirit, helping us to build our inner strength. Even though there are still unknowns, after the changes, we can still expect a better tomorrow to come.