“Fashion is not something that exists in dresses only. Fashion is in the sky, in the street, fashion has to do with ideas, the way we live, what is happening.”
Coco Chanel said that in the 1960s, and her astute observation will never go out of style.
Fashion has never been in a world of its own. It’s a system influenced by other dimensions: marketing, psychology, music, and technology – just a few of the factors which have determined the development of fashion down the decades.
But what is the most influential element today? If we look at the fashion that surrounds us, immediately we can see a futuristic touch in clothing, accessories and footwear. Shops are selling clothes enriched with fluorescent LED lights, t-shirts that vibrate according to the rhythm of the song, and coats and bikinis which can charge smartphones and small electronic devices. Like never before, the world of fashion has opened its doors to technology; and on the consumer side, young people are keen – even desperate – to adopt the most innovative elements which enable them to stand out from the crowd.
But we all know there is a huge conflict between those who want hi-tech fashion, or wearable technology, and those who want fashion to be as green as possible, in the best interests of the planet (and all who live here). Not surprising, then, that many of us have mixed opinions about fashion and technology.
Andrea, a 24-year-old Italian Marketing student, said:”I love technology and I think that no one could ever live without it. I would be hypocritical if I said anything else. But sometimes it would be better to jump back into the past to enjoy the taste of small and simple things. And when it comes to fashion I think the most useful thing is the creation of smartwatches. Apart from them, hi-tech fashion should be abolished.”
Emmanuele, 26, added:”Technology is our life today. It’s in everything we do. I kinda like the idea of hi-tech fashion because I find it different. But I love vintage clothes and I don’t really like the idea of a future in which fashion is only technological.”
The truth is that, although hi-tech fashion is seen as something striking, vintage is often closer to elegance and charm. A bit like wine: it’s better when it’s old. And even though technology will always be by our side, in our hearts we know we need a touch of retro. Maybe cultural critic Simon Reynolds is right: “The future’s dead. Retro’s the future.”
