trends now

Fashion’s Expanding Influence

on—and off—the Runway

Erinn Morgan

While the seasonal runway shows held around the globe (from New York to Paris and Milan) pack a major fashion punch, a new trend indicator is emerging. Today, more and more widely read fashion bloggers and editors are looking beyond the runway and talking about (and showing) the attendees’ street style. This focus is having a powerful influence on consumers and, as a result, at retail.

In fact, online retailers such as UsTrendy.com have seen significant increases in sales from “street style” marketing and promotions.

“We’ve seen a surge in sales of products that have a street style photo with their listing,” says UsTrendy.com CEO and founder Sam Sisakhti. “It’s almost as if customers are seeing themselves wearing the products in real life with the look and style of the photos.”

Here, we check in with Sisakhti to get his take on the shift from runway to street style, and the current key street trends.

EYECARE BUSINESS:

Why is street style such an important influencer today?

SAM SISAKHTI:

Street style represents the consumer and their style on a daily basis. With social sites like Instagram and Facebook, everyday people can show off their style with a touch of their smartphone. Today, fashion bloggers illustrate trends with street style photos; and celebrities’ looks are often captured with street style shots. Street style is all over online blogs, social media, and e-commerce sites.

Real Runway Style

Top to bottom: The Marc by Marc Jacobs Fall/Winter 2013 runway show featuring eyewear by Safilo; Models of the John Varvatos show at Milan Fashion Week strut down the catwalk in eyewear by REM Eyewear; Valentino eyewear by Marchon on display at the Valentino Spring 2014 runway show

EB Has street style become as important as runway style as an influencer?

SS Street style has become as important, if not more important, than runway style. Consumers can relate to the looks in a different way from seeing the look on a runway model by envisioning themselves wearing that style in that scene.

EB Are consumers becoming more adventurous with their own personal style-or are they just more aware of street style today?

SS Consumers are becoming more adventurous and having more of a voice showing their personal style. There isn’t a norm of ‘this is how you should look’ anymore. The new generation of consumers is hugely influenced by social sites, which are led by people who often express themselves with street style.

EB How can retailers of both eyewear and other fashion products capitalize on these trends?

SS There’s a strong retail presence with street style, and showing it will most likely boost sales. Focus on promoting your products on models who have a great style and represent your brand. You’re not only focusing on the product, you’re also focusing on the model, his or her styling, and the ‘street’ background of the photo.

EB How does UsTrendy.com promote street style trends?

SS UsTrendy.com promotes street style trends to our large social media following daily. With more than 17,000 sellers on the site, each seller shows their individuality through each product photo. Showing street style product photos on UsTrendy plus sharing them on Facebook, Instagram, Twitter, Pinterest, and other social sites further reinforces each trend.

4 TOP TRENDS

A lineup of the strongest trends today, according to UsTrendy.com founder Sam Sisakhti.

1. MIXING AND MATCHING. Styles that mix and match dressy with casual are key. Pair a sequin skirt with a denim button-down top or a blazer with cutoff denim shorts. Dressing one product up and one down makes for a perfect look.

2. ANIMAL PRINTS. Wearing them as a neutral or accessory works best. A cheetah bodysuit tucked in as a top or animal print shoes with bright pants and top has wild style.

3. LEATHER. Leather everything! From classic moto jackets and leggings to trims or a bustier of a dress, you can’t go wrong with leather or faux leather styles.

4. OVERSIZED AND SKINNY. Wearing an oversized sweater with skinny jeans, tights, or bare legs shows causal style. Also, wearing a full skirt with a crop top or fitted top to show shape also fits this trend. EB