Looking to the past, for a better future. What these 70s fashion designers taught us about customization and innovation. - Frobolous



Looking to the past, for a better future. What these 70s fashion designers taught us about customization and innovation.

Published on: 11 August, 2022 | Categories: customization

In an era where there is tremendous customization in beauty and music, the fashion industry is lagging behind. Our clothes are massively standardized be it in terms of size, cut, or style. It’s quite often that we have had to compromise between taste and fit. When it comes to clothes that are mass produced, the tradeoff between what we’d like to wear and what the mass industry makes available for our unique figure, will always be there.

In a way, it feels like for the past decades, we’ve been going against the preaching of the iconic fashion designers from the 70’s. It’s no coincidence that names like Diane Von Furstenberg, Yves Saint Laurent, and Vivienne Westwood are still relevant in today’s industry. Many of us don’t know the true value behind the pieces of garment they designed. The stories behind their brands might differ a lot, but they all climbed the fame ladder thanks to one thing: innovation. They were the fashion designers had the courage to color outside the lines, challenge the existing fashion norms.

By designing the iconic “wrap dress” Von Furstenberg gave us another definition of a “fashion dress”, empowering women who at the time were constantly struggling to become more representative in the work force. In a period when fashion was working against women, she took the wheel and made it work for them instead.

Vivienne Westwood with her avant-garde designs expressed her political and environmental beliefs through fashion. By dressing the “Sex Pistols” she made a staggering statement that connected music and fashion. Punk was born, but she didn’t stop there. The fashion history will always remember the Mini-crini of the 80s, and the frayed tulle and tweed suit of the 90s.

Yves Saint Laurent with his daring creations made sure to blend elegance and function. Through his signature pieces like the jumpsuit, he brought fashion for dresses in line with fashion for comfort. Not surprisingly, YSL is such a versatile brand. Yves’ creations crossed any sex and racial boundaries, and very boldly, he brought a touch of masculinity to the modern woman’s wardrobe. The blazer, the trench coat, the safari jacket are now staples thanks to his limitless imagination.

Today, fashion desiners are constantly seeking inspiration from the past. Fashion wise, the 70s are undoubtedly back. Bell sleeves, wide leg jeans, and platforms are back bringing us all the disco and hippie vibes. However, this time they’ve found an industry that gravitates towards slow fashion, a lower carbon footprint, and a high degree of customization. That is the kind of innovation we need and even though brands that offer zero to little customization still dominate the market, the future looks bright. Just like Frobolous, there is many other new brands whose mission is to let you be your own designer, and let you determine what makes a fashion dress. To give you an example, you can choose among the different lengths of this dress or adjust its neckline in order to create a final result screams more “you” and less copycat.

At Frobolous we’ve made sure to prioritize two things: size inclusivity, and customization. Having clothing that fits on the first try is nice, but it’s even nicer when you don’t have to sacrifice your personal style in order to fit into it. We’re happy to join a movement that is slowly but surely disrupting the standardized industry we have seen so far. The made to order model isn’t just a momentary trend. It’s here to stay and stand against all the self-doubt induced by fast fashion. In the words of DvF, “All that dress for success stuff is a lot of baloney. Being secure about yourself is the main thing.”


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