The Death of Craft: How Post-Millennial Trends Are Redefining Fashion
Fashion has always been a reflection of the times, a mirror to society’s shifting moods, values, and aesthetics. As we navigate through the post-millennial era, a seismic shift is happening in the world of fashion—one that is characterized by the death of craft, a rise in what can only be described as "trash" fashion, and a rebellion against the Quiet Luxury trend that dominated the early 2020s.
The Rise of "Trash" Fashion: A Reaction to Fast Culture
In the age of Instagram, TikTok, and ever-shortening attention spans, fashion has become more about the vibe than the story. The meticulous craftsmanship that once defined luxury fashion is increasingly being replaced by a quick, almost throwaway approach to design. The result? A new wave of fashion that is raw, unpolished, and, quite frankly, a little bit “trash.”
This “trash” aesthetic isn’t about poor quality or lack of design; rather, it’s a deliberate embrace of imperfection and a rejection of the polished, curated looks of the past. It’s fashion that doesn’t take itself too seriously, that thrives on chaos and spontaneity. From ripped jeans that look like they’ve been through a shredder to intentionally mismatched patterns, this trend is all about making a statement without worrying about longevity or legacy.
Quiet Luxury vs. Bold Expression: The Battle of Trends
Quiet Luxury, the trend that swept through fashion circles in the early 2020s, was all about subtlety. Think minimalist designs, muted color palettes, and an emphasis on understated elegance. Brands like The Row, Celine, and Loro Piana championed this aesthetic, catering to a clientele that valued discretion over display. It was the antithesis of fast fashion—crafted, considered, and decidedly quiet.
But as with all trends, the pendulum has swung. The rise of "trash" fashion is just one manifestation of a broader movement toward bold expression and wild design. In a world where everyone is vying for attention, the quiet elegance of Quiet Luxury is giving way to louder, more expressive fashion. This new wave is characterized by exaggerated silhouettes, clashing colors, and a return to maximalism. It’s fashion that demands to be noticed.
Balenciaga’s controversial runway shows, where models stomp down the catwalk in oversized, dystopian designs, are a prime example of this trend. Similarly, Gucci’s eclectic mix of patterns, textures, and eras, often bordering on the absurd, speaks to a growing desire for fashion that is unapologetically bold and brash. It’s a rebellion against the sameness and safety of Quiet Luxury—a reclaiming of fashion as a form of self-expression rather than status signaling.
The Death of Craft: A Nostalgic Farewell
As we witness the rise of these new trends, it’s impossible not to acknowledge the slow death of craft in fashion. The intricate embroidery, hand-stitched details, and bespoke tailoring that once defined luxury fashion are becoming relics of a bygone era. In their place, we find mass-produced, machine-made garments that prioritize speed and affordability over artistry.
This isn’t to say that craftsmanship is entirely dead—there are still designers and brands dedicated to preserving traditional techniques. However, the cultural zeitgeist is shifting away from craft as a central tenet of fashion. Today’s consumers are more interested in the immediacy of their purchases—the instant gratification of buying a piece that fits their current mood or aesthetic, rather than investing in a timeless, well-crafted item.
This shift is partly due to the fast-paced nature of modern life. With trends changing at the speed of social media, few have the time or patience for the slow process of traditional craftsmanship. Instead, the focus is on creating a vibe, an immediate visual impact that resonates in the moment, even if it doesn’t last.
What This Means for Fashion Brands
For fashion brands navigating this landscape, the key is balance. While the death of craft and the rise of "trash" fashion signal a departure from traditional values, there is still a space for quality and craftsmanship—albeit in a different context. Brands can embrace the bold, expressive trends of the post-millennial era while still offering products that are well-made and thoughtfully designed.
Moreover, brands must recognize the power of storytelling, even in this fast-paced environment. While consumers may not have time for long, intricate brand narratives, they still crave authenticity. A well-crafted, concise story that aligns with the brand’s aesthetic and values can still resonate deeply, even in the era of "trash" fashion.
In the end, fashion will continue to evolve, reflecting the cultural and social dynamics of the time. As we move further into the post-millennial era, we can expect to see more experimentation, more bold expression, and perhaps a further departure from the craftsmanship that once defined the industry. But within this chaos, there’s also an opportunity—an opportunity for brands to redefine what luxury means in the modern world and to connect with consumers in new, innovative ways.
At The Matt Bernson Agency, we understand the nuances of these trends and how to navigate them effectively. Whether you’re looking to embrace the bold, expressive styles of today or find a way to preserve the essence of craftsmanship in a fast-moving market, we’re here to help your brand stay ahead of the curve.
