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Fashion in the hard times

February 14th 2012 02:59
We're being told regularly these days that things aren't all that great economy-wise. We're hearing that retail is suffering it's worst year in decades and that we're just not spending. So what does this mean for fashion?

Well, renowned demographer Bernard Salt has an opinion (of course) that can be translated to fashion, and I find this man fascinating so thought I'd share. Basically he's said that in the face of economic downturn females return to an ingrained desire to seek out “manly” men. And in saying this, he predicted the downturn of the metrosexual trend that has dominated male fashion, grooming and lifestyle for so long now.

Interestingly, at around the same time that Bernard was publicly pitying those males who purchase more beauty products than their female partners, stories of designers returning to beefy men on the catwalk over the skinny boys we’ve seen of late began to hit the fashion pages. Could it be that this is already being reflected in fashion and in what is either a very clever marketing move, designers are sending manly men down their catwalks in the hopes of sustaining their sales, and female following, in these days of economic hardship? Whatever it is, it would appear to be working. Women are swooning and whilst high street sales have been hard hit in the current recession, designer sales have managed to be better maintained. I blogged recently about heavage and maybe this is another sign of the trend - men who can show a bit (or a lot...) of brawn may be better at attracting a mate.

So it would seem Mr Salt possibly has a point. His argument is based around the notion that a woman’s perception of a potential mate’s ability to provide for her, particularly in times of difficulty, is greatly influenced by physicality and ruggedness. And in times of hardship, it's those rugged men that appear to be the safer choice if a lady wants to feel secure and looked after. The metrosexual man, as great as he may look in Armani skinny jeans with his freshly moisturised face - if we’re honest about it - doesn’t really look like he could take to the mountains to secure his family some food should he have to, does he?


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