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Who killed trends? Explore the changing face of fashion in the digital era

The digital era has presided over a sea change in the way fashion is consumed and controlled. But has, asks Jing Zhang, the constant pursuit of what's hot today led to the death of trends?

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Saint Laurent's autumn-winter show during Paris Fashion Week, on March 9. Photos: EPA; Xinhua; AP

Published: 10:31pm, 28 Mar 2015

Sports luxe, check. Florals, check. Minimalist chic, check. Military details? Done. Boho, check. Wait, ?

In this digital age, we are inundated with information constantly declaring (or demanding to know) what is the latest look or trend of the season, month or even week. As German model Heidi Klum cheekily tells designers in American reality-television series , "In fashion, one day you're in, the next day, you're out." But what is the price of this rapid turnaround? Have faster micro-trends replaced the traditional cycle of catwalk-led big seasonal trends?

"Our global customer increasingly seeks newness throughout the year, as well as buy-now, wear-now products. The traditional twice-yearly fashion season has started to feel outdated," says London-based Natalie Kingham, buying director at e-tailer matchesfashion.com.

A look from Ralph Lauren's autumn-winter 2015 show during New York Fashion Week last month.

The death of trends isn't a new idea. In 2008, industry analysis website JC Report described how lightning-fast, interactive micro-trends (made possible by the proliferation of fast fashion) were starting to replace the big seasonal ones.

Just look at the media attention generated by American designer Jeremy Scott's McDonald's and Looney Tunes collections for Moschino . And then there are the longer-lasting ripple effects, like those caused by Hedi Slimane's Cali-grunge-girl-meets-70s-rock-chick aesthetic, which he has pushed at Saint Laurent.