Fashion marketing and copywriting is something that often intrigues and amuses me. Seriously, there’s only so many different ways you can write about and describe clothing. As much as the fashion industry likes to believe things are ‘new’, what’s new is usually a bring back of something popular in the past.
The hipster trend has been steadily gaining popularity since 2010. Now being a ‘hipster’ is meant to be about alot more than just the clothes you wear, but I think the actual fashion appeals to alot of people who don’t live the hipster lifestyle. I find it interesting that what is now marketed as hipster fashion, is really just either unique, vintage finds from op-shops and the like, or new clothes designed to look a little vintage or quirky. But not quirky enough that they no longer appeal to the young crowd who are quite mainstream but want to feel a bit unique or retro. Take a look at www.hipster.shoppeclique.com clothes, they’re marketed as ‘hipster fashion’ (and quite well1), but it’s not all that different from general clothes that the young mainstream market would have in their wardrobes today.
A major item that has been adopted by the mainstream is hipster style glasses, you know the large black, slightly nerdy looking frames that at the same time make the wearer look ultra cool and unique. Though I do see this trend getting to the point where so many people wear it that it’s no longer different, but you actually blend in with the crowd.
It’s also difficult to distinguish, as the hipster style isn’t as recognisable as say the punk or gothic trends we saw in the 1990′s and 2000′s. They were styles where you could see someone wearing a particular type of clothing and know immediately what subculture they belonged to.
I’m keeping an eye out for more interesting ways that normal clothes are sold in the fashion industry as a particular style with clever marketing. I’ll be updating shortly