What goes around, comes around, and it is no different for the fashion industry. The ever-revolving cycle of clothes is obvious as more and more people are spotted wearing flared leggings, low rise jeans, big belts, and baby tees. The cycle appears to not stop anytime soon. 

It may seem like clothes that come back are random, but many powerful drivers bring the old trends back to the spotlight. The most notable being the businesses that make and sell the clothes. Businesses never know whether or not customers will buy their new products, so they simply repeat old products from the past, and customers love it. 

“Reintroducing popular styles from the past can be a safer and more profitable investment for fashion brands. Customers often gravitate toward styles they recognize and feel comfortable with, increasing the likelihood of purchases,” says Shirley Jones Luke, a writer on Medium, in an article about repeating fashion trends. 

However, companies then have to market those retro clothes to younger generations, who don’t feel a sense of nostalgia for the trends like older generations. Bring in social media.

“Social media plays a big role in repeating fashion trends. It’s the people on social media that bring back the trends in my opinion,” says Ellianna Asiedu, a junior at Briar Woods. Nearly everyone has social media, and when social media influencers are seen wearing certain outfits and styles, their followers and audience tend to replicate it. 

Furthermore, social media is used by celebrities to show the celebrity’s life at all times, broadcasting to the world their every outfit, accessory, and make-up product. 

“Social media platforms and the 24/7 coverage of celebrity lifestyles make it easier for trends to gain popularity and spread quickly,” says Jones Luke. 

All these aspects of advertising come together harmoniously, and get the attention of both older and younger generations. 

“[Companies] can influence generations into following certain trends and supporting certain companies. Consumer demand plays a huge role as well since consumers are influenced by outside influences, such as social media,” says Xiomara Rasmussen, a senior at Briar Woods, “Both work hand in hand to promote trends and get popularity for a product out there.”

Finally, businesses ensure that the products they sell are just slightly different from when the clothes were originally worn. This ensures that customers buy the “new” products, and do not just recycle their old clothes, and so that the clothes seem fresh. 

“I  feel that the fashion industry does come up with new trends as we progress, even with the repeating trends,” says Asiedu, “clothes aren’t necessarily worn the same way it was back then. People always find new ways to style old trends.” 

  Whether consumers prefer the 60’s, or the 2000’s and everything in between, a vital truth still stands: flashback fashion connects us as a community.