Trends, a way of understanding culture

The October 17, in the postgraduate auditorium of the University of Azuay, gave a lecture on the current fashion macrotendencias. The exhibition was in charge of Claudia Polo, designer and communicator.

The talk began with a Google video titled Year in Search 2017 where the most relevant events of last year were shown. Polo explained that "it is necessary to be aware of what is happening in the world to be able to design".

He added that it is important to know how global trends affect or influence us, and stressed the need to know what is happening with street fashion.

Then he talked about trends, which he defines as a movement or inclination with certain characteristics that make them specific, he usually has a short life cycle, but they last longer if they are transformed and adapt to other more current trends.

The macro trends, on the other hand, can be maintained for more than ten years, some of them are freedom and equity, social welfare, health, the cult of happiness, the resilience of work and micro-enterprises.

We also touched on the consumer values ​​that govern people within the current macro trends as the search continues to be unique and have personalized objects that reflect our identity, hyperconnectivity or need to be "online" all the time , the creation and cooperation that promote work together, quality, and, finally, social responsibility.

Among the most relevant current market trends are the psychotropic tendency, inspired by the exotic nature and psychedelia; Hygge, a Danish philosophy based on comfort, well-being and the pursuit of happiness in everyday life; Wabi Sabi, a Japanese philosophy that finds beauty in imperfections, in simplicity; the leisurely future that invites us to remember the past to imagine the future.