GREAT trend piece by Jenni Avins in Quartz on the off-the-shoulder trend which will be huge next year. What is especially noteworthy about her article, however, is how she details the chronology of the trend’s move into the mainstream.
“In order to create buzz, you have to be able to design into trends,” says Jaclyn Jones, senior womenswear editor at the trend forecasting giant WGSN, which provides reports predicting moods, colors, and shapes to 6,000 companies around the world, including 95% of the fashion companies in the Fortune 500.
Read below for the 2 year timeline of this trend from September 2013 when Ralph Lauren closed his show with the red caped version later worn by Lupita Nyong’o at the Golden Globes to the most recent sightings at fashion week both on the runway and among fashion forward bloggers and social media stars.
WGSN starts predicting the trend to their fashion clients.
Rosie Assoulin offered off-the-shoulder styles in her acclaimed Spring 2015 collection, as did the highly influential New York-based label The Row. What followed was a fashion feedback loop of sales data, social media, and shopping guides adding fuel to the fire.
Michelle Goad, founder and CEO of the personal shopping app PS Dept, says her clients went crazy for the Row’s simple, cotton jersey version for $390. When it sold out, they promptly turned to an alternate from the contemporary label Tibi, which became one the brand’s best-selling items. (Tibi offers 19 off-the-shoulder tops on its website, and naturally, the style reappeared on the label’s runway last week.)
Sept 10 – 17 2015 – New York Fashion Week
Blogger and social media star Leandra Medine, better known as the Man Repeller, shows up wearing a Rosie Assoulin dotted blouse that fell straight across her chest and sat a few inches below her suntanned shoulders.
Throughout Fashion Week, the style would continue to appear, on other influential, oft-photographed stylish women e.g. stylist Rachael Wang, blogger Vanessa Hong, and J.Crew creative director Jenna Lyons, as well as the models on the runways.
Clavicles featured heavily on the Fashion Week catwalks of Givenchy, Derek Lam, Prabal Gurung, Proenza Schouler, and Adam Lippes, among others.
Sept 18 2015:
The fashion search engine Lyst reported a “shoulder spike.” Since the beginning of New York Fashion Week, inquiries for “off shoulder” have shot up 108%.
Nearly 250 people put the exact $2,231 Rosie Assoulin version Leandra Medine wore on September 10 on their wish lists in the 48 hours after it appeared on Instagram.
Sept 24 2015:
Editors are recommending the off-the-shoulder look as a new trend.