DIGITAL KILLED THE FASHION STAR

From recession indicators to what level of quiet luxury your outfits promote, trends and micro-trends are on the rise, and for once that may not be a good thing.

- Words: SWAROOPINI NAIR

There was a time when fashion moved with intention, when trends emerged from the hallowed ateliers of Paris and Milan, cascading gracefully into the collections of luxury houses before finally trickling down to the masses. This elegant cycle, spanning seasons and sometimes years, allowed for craftsmanship, storytelling, and a sense of permanence. But today, that rhythm has been shattered.

The rise of TikTok, Instagram, and the relentless churn of digital content has birthed a new, frenetic reality: the age of micro-trends, where aesthetics are born, commodified, and discarded in the span of a viral moment. The implications are profound, a luxury industry struggling to reconcile its heritage with the breakneck pace of the digital age, a generation caught in the throes of overconsumption, and an environmental crisis unfolding in real time.

THE FALL OF THE FASHION CALENDAR

Once, fashion followed a meticulously curated timeline. Haute couture week set the blueprint of desire, where designers established the tone for the seasons ahead. Months later, these visions were immortalised in editorial spreads, worn by muses and captured by the world's most prestigious photographers.