New research finds that the favourite fashion decade of people living in London, other than the present day, is the 1960s, with 14 per cent choosing it as number one for style. However, the 1980s does not bring back such good memories, with 18 per cent voting it the decade they would most like to forget. intu Lakeside commissioned the ‘Fashion Never Forgets’ research study to celebrate its Elephant Parade exhibition taking place from 5 May until 1 June 2014.
With shell suits (50 per cent), shoulder pads (42 per cent) and leg warmers (31 per cent) all coming out as the top items we in London would like to forget, it is unsurprising the eighties has been picked as the most unfashionable decade for fashion. It seems that many Londoners would like their partners to avoid this decade’s fashion, with only nine per cent of respondents wishing their other half would embrace this trend. The sixties seemed to be a more popular decade for partners – 13 per cent of men and women surveyed would like to see their partners embraced this era’s style. .
“It comes as no surprise that the sixties has been voted the top decade for fashion. Following the conservative trends of the 1950s, this decade allowed people to be more experimental with their style. Some of the most iconic items were born during this decade including the shift dress, peter pan collar, mini skirt and paisley print shirts”, comments intu Lakeside’s in-centre personal stylist Angela Poplett. “Fashion moves in circles and these circles are getting smaller and smaller. We now see trends coming back after only three to four years, and sixties-inspired clothing is always a key style which features every season in some way.”
The research found the top fashion item people wish they had kept hold of from their past is their Levi jeans (20 per cent) followed by leather jackets (18 per cent), and old band t-shirts (13 per cent). Most 18-24 year olds wish their parents hadn’t thrown away their Levi jeans (14 per cent), along with their wayfarer sunglasses (14 per cent) and fur coats (11 per cent), highlighting that timeless statement items are the best investment purchases not only for your wardrobe now but also those of your kids in the future.
While the majority of respondents’ favourite fashion decade was the sixties, most 18-24 years olds would choose present day trends as the most stylish. This is interesting however, as many items young people wear today are trends recycled from earlier decades. For example, skinny jeans and leggings were two of the top voted items that people are happy have come back into fashion.
Izzie Peskett, Marketing Manager at intu Lakeside comments; “The market for retro and vintage styles has grown rapidly recently, with people of all ages looking to the past for inspiration. However as our research shows, investment purchases like leather jackets and designer sunglasses are worth keeping hold of as they will not only stand the test of time but one day you may be able to pass them down to future generations. It is great to reminisce about the decades gone by ahead of our Elephant Parade at intu Lakeside; just like the saying ‘Elephants never forget’, it appears fashion has a pretty long memory too!”
Elephant Parade is the world’s largest open air exhibition of decorated elephant statues that seeks to raise public awareness and support for Asian elephant conservation. The national tour is being presented by intu, owner and manager of some of the UK’s leading shopping centres and will be visiting intu Lakeside from 5 May until 1 June 2014.
Each shopping centre has asked a local celebrity to decorate an elephant for the exhibition, and TV presenter and Essex-resident, Rylan Clark, will be visiting his design in-centre during week commencing 21 May.
