It's a world in haste, with fast and furious demands. Everyone wants the latest, and wants it now. And as with everything else, no one's willing to go with the lazy pace of seasonal fashion cycles, trends, and forecasts. Sonam with her chic nath at the Cannes red carpet, Pippa Middleton with her famous white gown at her sister's wedding that made her derriere famous all over the world, are the instant inspirations of the generation that does not want to wait for trends to emerge every six months!

#INSTATREND

The moment a picture of a star wearing anything goes viral, or if a celeb wears a garment and it is liked on Twitter or FB, that's it, trend or no trend. Like the picture of Alia Bhatt wearing a garment in Australia that went viral. Celeb endorsement is huge and pushes the lead time. Like Nargis Fakhri wore a Pankaj and Nid hi outfit much before it was shown on the ramp itself during the Wills India Fashion Week. "Global ramp shows and pret lines are important while going high street. For pret, it's really, really important to focus on the here-and-now trends," says Munmun Ahuja, designer and product developer of an export house."Look, the world over or the street next to you; definite new patterns are emerging in the fashion world, and it's for us to figure out solutions for a fast delivery system," says designer Anupama Dayal. The bottom line is, fashion designers the world over are rewriting strategies to suit this latest trend: that of insta-fashion.

The latest trend is just a click and upload away

Picture:wedding dress short

Says designer Rahul Mishra, "A walk in the malls of Delhi or Mumbai will show that youngsters are clued in to all fashion fads. You can see girls wearing what Rihanna Instagrammed a week ago, or Varun Dhawan wore to a party last night. When we had two seasonal weeks, trends were more defined and carried more weightage. These days, `trend' is a blogger's perception or an advertiser's tool. One picture on twitter, one blog and a powerful image is built overnight, overriding established norms."

FASHION A RACE AGAINST TIME

"This demand has had a definitive impact on the international fashion scene. Social media has give people instant access to global fashion. Fashion is here and now, by the moment. By the time the model turns and walks back, the outfit has been tweeted, Instagrammed, and the whole world has seen it. Ditto for celeb endorsements. What Rihanna, Taylor Swift, the One Direction guys are seen in today is the trend for the day. Tomorrow, it could be something else," says fashion consultant and researcher, Ramesh Menon. "For any pret client, that viral pic, the FB likes, the day-to-day trends are really important, so we keep our eyes glued on these sites while sourcing," says Ahuja.

Adds Dayal, "There is no format or determined pattern any more. As designers, you need to fill the gap, feed the need, make capsule collections for anything that trends. The upside is that you are no longer restricted to two collections a year, nor do you need a top model. Put it on a hanger, click with your phone and upload. You get instant publicity. You can either stick to predictions and formats, or you can under stand and adapt to fill in the gap rather than directly translating a trend. Fashion is a race against time, now."

Read more at:http://www.sheinbridal.co.uk/wedding-dresses-london

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