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Let's Get DressedHow @databutmakeitfashion Went From Coding At Harvard To Creating The Go-To Fashion Trend Forecasting Account
Let's Get DressedHow @databutmakeitfashion Went From Coding At Harvard To Creating The Go-To Fashion Trend Forecasting Account
How @databutmakeitfashion Went From Coding At Harvard To Creating The Go-To Fashion Trend Forecasting Account
Update: 2025-01-06
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Are skinny jeans back in style? What brand is predicted to make a comeback this year? What's the hottest color of the season? While style is subjective, data isn't, says the creator behind Instagram's favorite trend forecasting account, @DataButMakeItFashion. Founded by Harvard alum Madé Lapuerta, the data scientist uses code to scrape the Internet and find out what people are really talking about and wearing, and shares it daily to her nearly 500K followers. In today's episode, we talk about how she combined her love for tech and fashion, what makes a trend stick, and what to look out for and add to your closet for the year ahead.
Follow Data But Make It Fashion on Instagram https://www.instagram.com/databutmakeitfashion/
Love the show? Follow us and leave a review on Apple Podcasts and Spotify. To watch this episode, head to YouTube.com/@LivvPerez
For more behind-the-scenes, follow Liv on Instagram, @LivvPerez, on TikTok @Livv.Perez, and shop her closet here https://shopmy.us/livvperez
Produced by Dear Media
This episode may contain paid endorsements and advertisements for products and services. Individuals on the show may have a direct, or indirect financial interest in products, or services referred to in this episode.
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
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Transcript
00:00:00
- The following podcast is a deer media production.
00:00:04
(upbeat music)
00:00:06
- Hi everyone, welcome back to another episode of Let's Get Dressed.
00:00:10
It's your host, Liv Perez.
00:00:12
Happy new year, so excited to be back.
00:00:15
And I hope that you guys had an incredible time off with your friends and family and loved ones.
00:00:20
I was away in New Zealand for two weeks and had most incredible time, but I'm thrilled to be back on their waves.
00:00:25
Every time I don't release a podcast on Monday, I feel genuinely so lost in the world.
00:00:29
I'm not sure what to do with myself.
00:00:31
I miss the pod and I miss you guys, so I am so grateful to be back to both.
00:00:36
And we are kicking off the new year in a really strong way because today we are going behind the scenes of one of my favorite fashion Instagram accounts.
00:00:44
If you've ever sat at home and wondered, are skinny jeans actually back in style?
00:00:49
What brand is gonna make a comeback this year?
00:00:51
Or what's the hottest color that I need to be adding to my wardrobe right now?
00:00:55
Sure, you can listen to the pod, you can ask friends or even just rely on your own personal style, but the one thing that isn't subjective is data.
00:01:03
And that's why Harvard alum, Maude Lapuerta started data but make it fashion.
00:01:08
She's a data scientist who uses code to scrape the internet, how cool is that?
00:01:11
And find out what people are actually talking about and wearing and shares it daily to her nearly 500,000 followers.
00:01:18
In today's episode, Maude and I got to sit down and talk about how she combined her love for tech and fashion, what makes a trend stick and what to look up for and add to your closet for the year ahead.
00:01:29
I know you guys are gonna love this episode.
00:01:31
Maude is incredible and I so admire her work.
00:01:33
Go shoot data but make it fashion.
00:01:35
A follow if you aren't already.
00:01:37
Let's go get dressed with Maude Lapuerta of data but make it fashion.
00:01:40
Thank you for coming on the pod today.
00:01:44
Thank you for having me.
00:01:45
The riddle to have you here.
00:01:46
I would say you're probably like my favorite Instagram follow.
00:01:49
No way, stop.
00:01:50
I just like, I absolutely love following you and don't think that there are a lot of people who have blended your expertise and been able to execute it and output it in the way that you have.
00:02:01
Thank you, I really appreciate that.
00:02:02
Yeah, I think that's everything.
00:02:03
I mean, we all have like skills and things that we're interested in but being able to then share that information in a way that's interesting and engaging is everything.
00:02:11
Yeah, it's been a journey for sure, figuring that part out.
00:02:14
How did you start data but make it fashion?
00:02:16
Yeah, good question.
00:02:17
So I've been coding since I was 13.
00:02:20
So I had a computer science background, took some classes in high school and then when I got to college, I ended up majoring in computer science as well.
00:02:26
So I had that skill set.
00:02:28
I had like the data analysis and then you had a code and then you how to do all that fun tech stuff.
00:02:32
But in college, I really struggled because it kind of seemed like the only opportunities in tech were like Silicon Valley, tech bro, working at a tech company.
00:02:42
And like while those are all great and valid paths, I definitely did not feel like I really fit in.
00:02:48
And so because I was really interested in fashion, I tried to figure out how I could blend the two.
00:02:53
I didn't really think I could, but the summer of 2019, I did an internship at Google in New York City and I had a wonderful boss shout out to a new, she's the best,
00:03:03
who was very, very adamant and very helpful in allowing me to figure it out and teaching me different things that I could do in tech that I could apply to fashion.
00:03:13
So that's when I started the Instagram account and it was kind of just a way for me to post what I was doing and post what I was working on.
00:03:20
I always like to use the phrase, like I was throwing stuff out the wall and seeing what stuck because it was pretty random and I was just trying a bunch of new things.
00:03:27
So I've had the accounts since 2019.
00:03:30
I would post on it maybe like once every two weeks, it was just kind of fun stuff I was doing on the side.
00:03:34
But my 2023 New Year's resolution was to be more consistent with it.
00:03:38
So I started posting something, whether it was a real or a poster or anything every single day.
00:03:43
And there were just so many things that I learned by doing, especially kind of what you mentioned, like figuring out how to package this information in a way that people wanted and that resonated with people.
00:03:52
So I learned a lot by just posting a lot and being more consistent and then it took off pretty quickly after that.
00:03:57
So I could maybe count on multiple hands.
00:04:00
How many times my New Year's resolution has been like be more consistent with your content.
00:04:04
And so it's coming out at the beginning of the year.
00:04:06
So I'm sure a lot of people are like nodding their heads being like, yes, I need to be more consistent with my content.
00:04:10
- Yeah, honestly it helped a lot.
00:04:12
I mean, it was night and day.
00:04:13
Like also because I think there's so many things that you can learn from books or podcasts or like TV or advice, but there's some things that you just can't.
00:04:23
And so I always think about like that there's just so many things, like the way I post even six weeks ago or six months ago is so different than the way I post now 'cause there were some things I could only have learned by doing and learning how people responded to stuff and trying something.
00:04:37
And then if it flopped, okay, archive.
00:04:38
And if it did well, oh, okay, like why did that do well?
00:04:41
So the consistency really, really, yeah.
00:04:44
People are onto something with that and really helped.
00:04:46
- Are we archiving our flopped posts?
00:04:48
- You know what, I used to more.
00:04:50
Now I'm like, okay, embrace it.
00:04:53
Look, I think being in social media and especially if you're someone who is data driven and really has an end goal, it's one of the most vulnerable jobs you can have in the world.
00:05:01
You really have to be willing to flop in front of thousands of people.
00:05:05
- Yes.
00:05:06
- Just for shits and giggles, like just.
00:05:08
But you're like greatest ambitions out there and be like, is this outfit working?
00:05:12
Do people like this?
00:05:14
Is this format working?
00:05:16
It's really a vulnerable job.
00:05:18
But I think if you can lean into that, I've found like so much like love and community in that and just being like, okay, you guys are here on my journey.
00:05:26
I've had Instagram for 10 years.
00:05:27
You guys have seen me posting mirror selfies in college and now like up to getting married.
00:05:33
Like I think if you're willing to do that, you really will feel like the fruits of your labor in it because I think if you can build a community that's willing to be on the road with you, it's great.
00:05:41
- Yeah, that's a good point.
00:05:42
- I really like what you were saying earlier about, you know, feeling like if you wanted to be in tech, you needed to be in Silicon Valley.
00:05:49
- Yeah.
00:05:50
- It's a question that I get asked frequently.
00:05:51
Like if you want to be in fashion, do you need to live in New York?
00:05:55
- Yeah.
00:05:55
- And especially now that I live in LA and I've found such a great fashion community there and I'm like thriving more than I ever did living in New York for 10 years.
00:06:03
- Yeah.
00:06:04
- It's an interesting conversation to bring up.
00:06:06
What was helpful for you in finding that community here and really planting your feet on the ground and saying, I can do this here.
00:06:12
I don't need to move to Silicon Valley.
00:06:14
- Yeah, well honestly, when I was in college and applying to internships, I remember I had applied to Google like seven times before I actually got a job there.
00:06:22
I just kept getting rejected.
00:06:23
And every single team that I applied to was based in Silicon Valley except for by chance the one that I got accepted to.
00:06:29
It was just they were randomly based in New York City.
00:06:32
And so I feel very fortunate to have had that experience because my first experience working for a big tech company was at the Google Tossy office here in New York.
00:06:40
So that was good to see.
00:06:41
I think then pretty soon after that, the COVID pandemic kind of democratized things a bit because remote work became so popular and it was so kind of normal to not live in a big city or not live or have to live in San Francisco or Silicon Valley to work for a company.
00:06:57
I do still think there is kind of this idea that like the best tech talent is in Silicon Valley.
00:07:02
I think there's a little bit of truth to that.
00:07:04
I think there's just so many people there that do tech.
00:07:07
But I think that can be true for like maybe a subset of what tech is.
00:07:10
And I think there's so many ways that you can apply tech outside of tech companies.
00:07:14
So I always tell people like any company that you can think of like Hires Tech talent, right?
00:07:19
So companies like L'Oreal, Estee Lauder, Pepsi, LVMH, Nordstrom, like really everyone.
00:07:24
And a lot of those companies, like if you're looking for a tech company fine, okay, maybe that's gonna have headquarters in SF.
00:07:29
But if you're interested in doing tech outside of tech, there are a lot of companies that are headquartered everywhere else, a lot of other cities in the US, a lot of cities abroad.
00:07:38
So I try and think about like, okay, sure, like the validity of living in Silicon Valley is very valid for a subset of people.
00:07:45
But there are a lot of opportunities outside of Google, Facebook, Microsoft.
00:07:49
- I always make the case for Instagram being a business card.
00:07:52
And you being able to like share that business card virtually anywhere.
00:07:56
I think of so many of my favorite creators now who are based all over the country.
00:08:01
And I a lot of the times actually have no idea where they're from.
00:08:03
- Yeah, that's true.
00:08:04
- Obviously if they're like New York content creators, you can see New York as like their backdrop, cool.
00:08:09
But like there are so many who I'm just like, where do you live?
00:08:11
- Yeah, one of my favorite girls on Instagram, her name is Summer Warren.
00:08:16
And I did not know until recently that she's based in Arizona.
00:08:20
And I just like would not have known.
00:08:22
I've never been to Arizona.
00:08:23
So it's not like I could recognize any of the spots.
00:08:26
But yeah, nowadays like it's really kind of hard to tell.
00:08:28
And if you make good content, you make good content.
00:08:30
And I don't really care where you make it from.
00:08:31
- I mean, no one knew where Nara Smith lived until like recently.
00:08:34
- Yeah, everyone was like, where do you live?
00:08:36
- Yeah, and I remember that.
00:08:37
- But like no one knew where she was.
00:08:40
- And she became the biggest creator in the country.
00:08:42
- Yes.
00:08:43
- Like I really think you can do it from anywhere.
00:08:45
If you have that like niche.
00:08:46
And like for all I know, you could be living in SF.
00:08:49
I just know that you live here 'cause you like hang out with the girls.
00:08:51
- I'll see you after that.
00:08:52
- But like besides that, like I don't know.
00:08:54
She could literally be anywhere.
00:08:56
And if she's creating great content, I don't really care.
00:08:58
So my answer to like, do you need to live in New York to be in fashion?
00:09:02
Do you need to be in SF to be in tech?
00:09:03
Like no.
00:09:04
I think you just need to have a really good business card.
00:09:06
- Yeah, yeah, good point, I agree.
00:09:08
Every time I like see you on Instagram, the one thing I'm always so fascinated by is you're like, okay, Navy's coming back.
00:09:16
And I scanned X,000's amount of things on the internet to come to this conclusion.
00:09:23
And I read that you actually built a software to be able to analyze fashion trends on the internet.
00:09:28
Tell us how you did it.
00:09:28
- Yes.
00:09:29
I try and think about everything because I don't work for a fashion brand.
00:09:33
I don't have access to like, like if I worked for Louis Vuitton, maybe I would have access to like data that they have.
00:09:38
Like what products are selling or what people are buying or what they see trending on their website.
00:09:42
But because I don't work for a fashion brand, I don't have access to like brands proprietary information.
00:09:48
So I try and think about everything that's publicly online as a possible data point.
00:09:53
So anything from pictures on Instagram to comments on Instagram, to likes on Instagram, to tweets, to news articles, to reviewsonvogue.com, like really anything that's public and online,
00:10:04
I will pull, I will scrape it, I will create a data set for whatever trend I'm looking at, like Navy Blue, I'll just pull a ton of posts or comments or pictures talking about or referencing Navy Blue,
00:10:15
I'll build the data set on that.
00:10:17
And then I'll use a couple of different methods to analyze it in a way that I think works, including like whatever kind of knowledge and context I have on fashion, like how much should it like be worth, how much should it be worth,
00:10:28
et cetera.
00:10:29
I will say like the very like genesis of the software, it's pretty kind of I think standard data analytics, when I started, it was at least pretty standard data analytics,
00:10:40
like the first computer science class I took in college, they taught us how to scrape Twitter and run something called a sentiment analysis, which is where you try and quantify how positive a tweet is.
00:10:50
Like if a tweet says Navy Blue is awesome, that is like good and positive and the computer will tell you that.
00:10:55
And if a tweet says Navy Blue is horrible, the computer will tell you that's horrible.
00:10:59
But the way that we learned that was, they told us how to scrape it and do a sentiment analysis to see how people were feeling about different political candidates, 'cause my first semester of college was 2016.
00:11:09
So I was like, okay, how can I do that exact same thing?
00:11:12
But instead of political candidates, I wanna look at like Navy Blue or Valley flats.
00:11:16
So that's kind of how I learned it.
00:11:19
- But what about, I'm thinking of like my own Twitter feed right now, and like thinking how crazy the like almost Twitter lingo dialect is.
00:11:28
- Yes.
00:11:29
(laughs)
00:11:29
Yes, it's very hard.
00:11:31
- Yeah, one of there's like someone saying like Navy Blue is sick.
00:11:34
- Yes, that's such a good example.
00:11:35
I always use the example of sick.
00:11:37
- Sick is like a sick.
00:11:38
- Because like the scraping of it could be like, oh, it's sick, it's bad.
00:11:42
- Yeah, exactly.
00:11:42
Or like that's the coolest thing ever.
00:11:45
So another one is like, I'm dead, like I'm dead.
00:11:48
And like obviously that's a positive thing.
00:11:50
I think about this all the time.
00:11:52
And that's why I say like you have to take it a little bit.
00:11:54
- Yeah, that's like intervening a little bit.
00:11:55
- Yes, okay.
00:11:57
- So it's like, okay, I understand that if someone says this outfit is sick, that is a good thing.
00:12:00
Like I can kind of manually adjust for that.
00:12:02
Like even like things like little emojis.
00:12:04
I mean, it is very interesting.
00:12:06
And that's why I don't know.
00:12:07
I have never been a believer that like, computers are gonna take over the world because I do think humans are always kind of needed to intervene.
00:12:13
And that is a good example of that.
00:12:15
- I try to think about the way that I view trends as someone in fashion who loves to follow trends.
00:12:21
I get so much negative commentary through social media of people being like, why do we follow trends?
00:12:27
It's so cyclical.
00:12:29
I do it for fun.
00:12:30
I enjoy it because that's just part of fashion.
00:12:32
And I'm not someone who like goes spend $1,000 on something to be trendy.
00:12:37
But I like to know what people are interested in.
00:12:39
It's what, to me, trends are what keeps like kind of the hamster wheel of fashion moving and the discourse moving.
00:12:45
And it's fun.
00:12:46
I really enjoy it.
00:12:47
But I wonder, to me, trends feel a little bit emotional.
00:12:52
Like a color for the season.
00:12:54
Or ballet flats even have like, I feel like an emotional context to them.
00:13:00
How does analyzing trends make you look at fashion differently, especially for something that I consider to be deeply emotional?
00:13:06
- Yeah, that's a good question.
00:13:08
I also like definitely, now it's a bit different, but when I was starting the account when it started to grow, I definitely got a lot of comments that were like, we shouldn't just be chasing trends.
00:13:17
Like, this is not the point of fashion.
00:13:19
And look, like I said, Navy is the new black.
00:13:20
And here I am in an all black outfit.
00:13:22
Like, I'm definitely not telling you you need to buy everything just because it's hot.
00:13:25
But I do think it's interesting because I think I wasn't really into fashion when I was younger.
00:13:30
I didn't understand it.
00:13:31
I thought it was a lot about logos and like very superfluous, very vain.
00:13:36
And it wasn't until I watched the Alexander McQueen documentary that I was like, yeah, so good.
00:13:42
No, literally life changing.
00:13:43
Like it changed my life.
00:13:44
- If you guys have not seen that, you need to watch it now.
00:13:46
- Wow.
00:13:47
- Definitely watch it.
00:13:48
And I think that's when I realized that fashion had so much more to it.
00:13:52
Like a lot of creativity, a lot of nuance, a lot of passion, a lot of emotion.
00:13:57
And I do think that trends and what's happening in fashion are sometimes a product or very indicative of how people are feeling, what's happening in the world, where we want the world to go from here.
00:14:08
So like a really good example is when green was really popular this summer.
00:14:13
There were two major worldwide artists that had dropped albums that featured very heavily green.
00:14:19
And people leaned into that a lot.
00:14:20
And then of course green starts to rise in popularity.
00:14:24
And it didn't come out of nowhere.
00:14:25
It came because people were listening to these artists music, people were going to their tours.
00:14:28
It was resonating.
00:14:29
People probably saw it as an inspiration of, you know, I really align with this artist.
00:14:34
How can I incorporate green into my wardrobe?
00:14:36
And even if it's like subconscious, the data lines or the trend lines definitely show that, you know, trends rise and fall usually for a reason.
00:14:45
I mean, maybe sometimes it's random, but they don't usually come out of nowhere.
00:14:49
And that's what I think is really beautiful to see.
00:14:51
When I analyze trends, it's not so much to tell you what to go out and buy, or that you have to go out and buy something to be in style or to be stylish.
00:14:58
It's more like, okay, you know, there are certain things that are happening in the world.
00:15:02
There are certain things that, you know, ways that people are feeling.
00:15:04
And this is how it's reflective.
00:15:06
Or this is how it's manifesting in fashion and fashion trends.
00:15:09
What do you think makes a trend stick?
00:15:11
For what makes a trend stick, I try and think, well, I think the biggest example at least this year of a trend sticking for a long period of time, I think was the Western aesthetic.
00:15:22
That started becoming really popular in like January, February.
00:15:25
I think there's a couple of reasons for that.
00:15:27
One, I think everybody was hopping onto it.
00:15:29
Like you had bad bunny release an album where he had kind of, you know, like a cowboy on the cover, himself as a cowboy on the cover.
00:15:36
You had Forels, Fashion Show for Louis Vuitton.
00:15:38
That was very Western.
00:15:39
You have Beyonce come out with cowboy Carter.
00:15:41
You have peso pluma.
00:15:42
And his, you know, kind of very Western aesthetic as well, a Coachella, like there's just so many people that were hopping onto it on a Del Rey with her country album, Post Malone.
00:15:49
I mean, I could go on.
00:15:50
But I think what made that trend stick is that it was not very restrictive.
00:15:55
Like, for example, if you think of something like skinny jeans, which are always popular, by the way, like anytime I analyze them, they're always popular, I will say.
00:16:03
But like that's a theory.
00:16:04
Wait, wait, wait, wait, wait, whoa, whoa, whoa, whoa.
00:16:07
The earth just shook.
00:16:09
You're telling me that every time you put skinny jeans into your fashion simulator, they come out as popular?
00:16:14
Yes, every single time.
00:16:16
And it drives people crazy because they're always supposed about it.
00:16:19
And people get so angry.
00:16:20
And I'm like, they've stuck around for a really long time.
00:16:22
I'm like getting hot.
00:16:23
I'm getting a little warm.
00:16:26
I think what's difficult about something like skinny jeans is that it's a very specific silhouette, it's a very specific item.
00:16:32
And so kind of following that trend.
00:16:34
Really quickly.
00:16:35
Is this a global scan or a US scan, specifically?
00:16:38
US specifically.
00:16:40
Yeah.
00:16:41
I know.
00:16:42
But where, why?
00:16:44
Why, what are you thinking?
00:16:47
OK, OK, what do you think you, in a writing boot?
00:16:52
Let me get my shit together.
00:16:53
Why do you think that they maintain their popularity?
00:16:56
Because one of the questions I wanted to ask you was going into this year, there has been a very strong conversation about skinny jeans coming back into the fold.
00:17:02
Yes, yes.
00:17:03
Why do you think that they are, why do you think it's such a divisive conversation?
00:17:08
I think there are some things that are just popular to hate on.
00:17:12
I think ballet flots was that until around a year or two ago.
00:17:15
I think everybody loved hitting on ballet flots.
00:17:17
People love hating on low-rise jeans.
00:17:19
There are certain things that I think are very popular to hate.
00:17:22
And those things I love lugging into my fashion simulator, as you said, and they're always popular.
00:17:27
They're always popular.
00:17:28
So it's a bit like, say whatever you want.
00:17:31
I know you all love skinny jeans.
00:17:32
And I think, look, skinny jeans maybe is a bad example, but I think people wear them tucked into boots.
00:17:38
People probably have a pair that they've had for a long time.
00:17:41
The boots is a very specific example, which I agree with.
00:17:45
Do you need one in your closet just to be able to wear with knee-high boots, probably?
00:17:49
Yeah, yeah, yeah.
00:17:50
As you can tell, I'm going to get her.
00:17:51
No, but that's why I keep my boots, too.
00:17:53
Yeah, you need them for that.
00:17:55
I'm curious, you brought up Western.
00:17:56
And immediately my brain started going back and forth because I think there are certain things.
00:18:03
And you are the perfect person to have this conversation with.
00:18:06
I do think as a society, we're really quick to call something a trend versus something that is almost like a neutral in our closet that we rotate out.
00:18:13
I'm trying to find the word for what that is, but it's not a trend.
00:18:18
To me, like a pair of Western boots, or even what was the example of the other day that was used, leopard, or even like a pair of cargo jeans.
00:18:27
Like those are not things that when I see their trending, I'm going to buy a new thing of, there's something that I usually already have in my closet.
00:18:36
Yeah, what do you think about that?
00:18:37
Yeah, that's a good point.
00:18:39
I don't know, I remember when I kind of started, I was looking a lot at runway trends.
00:18:43
And I would look at kind of like every runway show from McQueen to Belmont, to Louis Vuitton, to Chanel, like to Acne Studios.
00:18:50
I mean, everybody.
00:18:51
And there were certain trends or certain things that were pretty consistently seen across everyone.
00:18:58
So for example, but in down shirts, midi length dresses, so dresses that fall like below the knee, but above the ankle, point to toeshoes, ankle straps.
00:19:07
Like there were certain trends that regardless of the aesthetic, regardless of the city the designer was from or the vibe they were going for were pretty consistent.
00:19:15
And I think it's because like a button down shirt can be a white simple button down shirt or it can be a neon floral, whatever button down shirt.
00:19:23
So it's like things that you can kind of put your own spin on.
00:19:27
I think those are what I would call like a stable trend because they can look so many different ways, but ultimately they are things that go with a lot of different things.
00:19:36
Whereas something that's more like a micro trend, I don't know, kind of like you also see it like data wise, they rise in popularity very, very quickly, like almost out of nowhere, and then they're gone just as quickly as they came.
00:19:47
And so these things, like you might see it, like as a small percentage of one runway for one season, and that's kind of like it.
00:19:53
- Like I think about that with like the mob wave trend, for example.
00:19:57
- Yes, that was a millisecond in time.
00:19:59
- Yes.
00:20:00
- It like, I feel like I saw it on Instagram, one like news cycle, and then never again.
00:20:05
- It went so fast versus the co-cat trend, which I feel like lasted months.
00:20:09
- Yeah, interesting.
00:20:11
Yeah, mob wave was, mob wave lasted like three weeks.
00:20:13
That one was insane, but that's a thing, 'cause I feel like it's a very, at the end of the day, it is a bit restrictive, and people might maybe do feel like they need to buy new things.
00:20:22
Whereas like, you know, if you already have a leopard motif in your closet or a button down shirt, or you know, a pair of jeans, like whatever that looks like to you, like that's why I think the Western aesthetic did so well,
00:20:32
because there were so many ways that you could put your spin on it, whatever kind of cut of jean you're comfortable with, whether you want to wear black cowboy boots or brown cowboy boots, whether you don't want to wear boots at all.
00:20:43
So I think the trends that are like much more accessible and play off of staples, stay around for longer, whereas a micro trend, like making people feel like they need to go buy something, and then two weeks later, it's out,
00:20:54
quote, is like, doesn't really make any sense, and it doesn't, I think, really help someone evolve their own personal style.
00:21:02
I mean, I raise your hand if you've been a cowgirl for Halloween, just because you have things in your closet that work.
00:21:08
Like, again, I do think that there's a very stark difference between something that's trendy versus something, but just comes in and out of our closet, and we already have and can kind of make do with it.
00:21:20
Like, there's a big difference there.
00:21:22
Would you not say it's like a staple or like your capsule wardrobe?
00:21:25
I think a staple or a capsule is like a great pair of jeans, a black tee, things that you wear every day, things that are like the building blocks and foundations of your wardrobe.
00:21:33
I wouldn't say that like my leopard print is a staple in my wardrobe.
00:21:38
I do sometimes get comments that are like, like I posted something about the Burberry Scarf and I got a good Burberry Scarf.
00:21:45
I got a lot of comments that were like, hello, I have been on this for years.
00:21:49
Like, I've had mine for years, like this is nothing new.
00:21:51
And I'm like, look, respect your ahead of your time, but I think, you know, there was a time in the public discourse where...
00:21:59
It was cheesy.
00:22:00
Yeah, a little bit, maybe.
00:22:01
Yes, by the way, I love Burberry.
00:22:03
I've loved it through all of its uses.
00:22:04
You know me too.
00:22:05
I love Burberry.
00:22:06
Even like we got married in London.
00:22:08
And I was like, should I get something from Burberry for this?
00:22:10
To me, it's a classic heritage brand.
00:22:12
Sure, it's had different creative tractors over the time that's given it a different flair.
00:22:16
But I still think as a brand, it's ethos really resonates with me.
00:22:20
I'm very excited from maybe next year for it to maybe take new shape and have an iteration, but yeah, let's be real.
00:22:30
There was a point in time where the plot Burberry was not, but in style, it just wasn't.
00:22:36
But same with like the Louis Vuitton, never full.
00:22:38
Like I feel like something becomes so popular that it becomes cheesy and overdone and then it kind of takes the back seat.
00:22:45
And then once people have kind of forgotten enough about it, it's like, oh my god, yeah, of course.
00:22:50
Like that was so chic or like, I had one of those when I was younger and then it comes back.
00:22:53
You're making the case for people who like, are cleaning out their closet and they're like, keep the stick and come back in style.
00:22:59
It's hard, yeah.
00:23:00
It is really hard.
00:23:01
I would say like, there's a barometer of that.
00:23:05
Like people are like, should I keep my wedge sneakers and I'm like burn them at the stake babe.
00:23:09
Oh my god, wedge sneakers.
00:23:11
You don't remember?
00:23:12
Like the shape ups?
00:23:13
Like the, you might be a little, like 'cause you graduated 2020.
00:23:16
Yeah, yeah.
00:23:17
So like 2012 to 2016 that is the bummer on.
00:23:21
Oh, sneakers were huge.
00:23:24
Oh my god.
00:23:25
The biggest deal in the world if you had those.
00:23:26
I cannot imagine seeing those around town.
00:23:28
Oh, they were everywhere.
00:23:29
Really?
00:23:30
They were everywhere.
00:23:31
And then they were just like overdone or?
00:23:33
Yeah, if I saw them now, I'd be like, we gotta talk.
00:23:35
Yeah, like there are some things that just aren't coming back.
00:23:38
But yes, I do think that like those classic brand emblems will always kind of come back into popular discourse.
00:23:46
I don't think they're ever something that you should get rid of.
00:23:48
What do you think was the most shocking trend from last year?
00:23:51
I think drop waste dresses.
00:23:53
I was a little bit interested by, just 'cause it was such a specific silhouette and I didn't expect to see so much of that.
00:23:59
I said that as well when we talked about it on the pod.
00:24:01
I had said that it's hard to quantify that as a trend to me because that's a fit.
00:24:06
Interesting.
00:24:07
Yeah, yeah, yeah.
00:24:08
For a specific body type, it's something that you either feel good in or you don't.
00:24:12
But to make that trendy I thought was a little unfair because some body types don't feel clear on it.
00:24:17
I agree, I agree with that.
00:24:19
That's why I think some trends.
00:24:20
Like for example, the bubble skirt, the bubble skirt came and went super quickly.
00:24:24
That was like two weeks.
00:24:25
And I think it's because a lot of people just, if you don't appeal to a wide range of people or make a wide range of people feel comfortable, like you're trying to stop sticking.
00:24:33
I was also, I remember something I posted earlier in the year like March or April was about the comeback of Blackmail Polish, which I personally very strongly stand by,
00:24:43
but I was a little bit shocked by that.
00:24:45
Just because it is I think one of those other things that people love to hate or love to say, oh you know I did this when I was 13, never again.
00:24:52
And then when I look at the data, it's like maybe some of you are doing it again.
00:24:56
- Do you feel like maybe some of those trends from our younger years, skinny jeans, black jeans, black nails, like do you feel like some of those are like, things that we just need to revisit to get it off our chest kind of in a way?
00:25:07
- Interesting, we love to hate it.
00:25:09
Because obviously like everybody thinks about their 13 year old self and they're just like, I know, so cringe.
00:25:14
- But like maybe it's something to me to scratch again.
00:25:17
- Yeah, and I think it's also like obviously, you've changed so much since you were 13 and like your body has changed, your style has changed, your interests have changed, but like,
00:25:27
so you know, wearing a skinny jean the way you did when you were 13 looked one way, but you can like style it differently or make it fit kind of who you are now.
00:25:35
And so it's like, it's not like you have to dress exactly how you did.
00:25:39
I mean, there's no way I would ever, I mean, it's embarrassing.
00:25:41
But I do think it's interesting to revisit like little pieces of what we love as kids and incorporate them into our personal style.
00:25:47
- I'd not be so big of a hater, except for me, it was skinny jeans.
00:25:49
I'm not kidding.
00:25:50
That stands, guys.
00:25:51
You can wear them with a boot.
00:25:52
- Yes, that's it.
00:25:53
- Yes, that's it.
00:25:54
- Okay, let's get into this year, which I'm very excited about.
00:25:57
What in your mind do you think is going to be the top three trends of 2025?
00:26:02
- Ooh, top three.
00:26:04
Okay, so I will say I don't think the Westernist that it is going anywhere.
00:26:08
I think that one will stick around.
00:26:09
I think denim is just gonna keep rising in popularity and cowboy boots are as well.
00:26:15
If I'm wrong, I'm happy to be wrong.
00:26:17
But I don't think it will go anywhere.
00:26:19
I also think green will stick around a lot.
00:26:21
But I think it'll look different than kind of like the lime green that we were so into this summer.
00:26:26
I think it might look a bit like olive or emerald as well.
00:26:30
But I think almost like green will be the new earth tone because green kind of isn't earth tone.
00:26:36
Like, I mean, it's seen in nature so often.
00:26:39
So I do think that green will stick around.
00:26:40
I think once everyone hopped on the train, this summer people will continue to do green.
00:26:46
- I like the green one because I feel like, like the Charlie Axiac green was not as palatable.
00:26:51
But I can see it moving into popular culture in a way that feels a little bit more wearable for the average person.
00:26:58
- Yeah.
00:26:59
- Yeah, I definitely, you know, I also personally love green.
00:27:02
Like my apartment is all white, except for like some plants and like pops of green.
00:27:06
- Well, I think about that even across the board, like having this plan to wedding.
00:27:09
Everything is like white and green.
00:27:10
- Yeah, interesting, yeah.
00:27:11
- I feel like an interior design, that like sage green, like a sage green kitchen has just been like everywhere on my feet lately.
00:27:20
I feel like green's really having a renaissance.
00:27:22
And I agree that to me, I talked about this on an episode last year, talking about how green to me feels like a neutral in my closet.
00:27:28
- Yes.
00:27:29
- Like a olive green pair of pants to me is interchangeable with pair jeans.
00:27:32
- Yeah, yeah, yeah.
00:27:34
- And I think everybody needs to find those neutrals for themselves, like it's okay if green's not one of them.
00:27:39
But I do think next, like this year, it will be very strong.
00:27:43
And I think that's kind of what's happening with Navy rising in popularity now.
00:27:46
I think it's like, okay, I don't know, I live in New York, so I always wear all black and like everybody's like, oh yeah, like people in New York always wear all black.
00:27:53
But I think people are trying to experiment with color.
00:27:56
Like I think the Barbie press tour did wonders for pink.
00:27:59
I think obviously the summer was a huge time for green.
00:28:02
I think now the wicked press tours bring back both of those at the same time.
00:28:05
But I think it's like people want to figure out how to incorporate more color, but in a way that feels like comfortable.
00:28:10
So I am not about to go from an all black wardrobe to wearing neon green, like that would feel very strange.
00:28:15
Like my friends will think I'm having an identity crisis, but like something more muted or like I can play around with Navy or I can play around with something like an olive green and figure out how I want to incorporate more color into my style.
00:28:26
- Fashion's always gonna have a fixation with pink.
00:28:28
- Yeah.
00:28:29
- I think we went from like Valentino hot pink to Barbie pink to now wicked pink.
00:28:34
Like I think we're always going to have some excitement about the color pink.
00:28:40
- And I love pink, I love it.
00:28:41
- Yeah, it's great color, it's good fun.
00:28:43
- I also think, okay, I think bag charms.
00:28:47
Obviously those have been like huge already, but I think those will get bigger because of how accessible quote they are.
00:28:53
Like I understand bag charms like from MU MU are still very expensive.
00:28:57
If you just like look at the price flat on, but I think if you want to kind of like buy into a luxury brand or like, you know, feel like a luxury consumer, that's a very much more accessible price point than having to like buy a whole bag.
00:29:11
- Chanel for holiday this year did a bag charm that was their mini fragrance.
00:29:17
- Oh good.
00:29:17
- So you can hook it onto whatever bag you have and it would just pop up and be a fragrance.
00:29:21
- Oh, so cute.
00:29:23
- And I think, you know, big brands like that are also riding on bag charms being a big thing.
00:29:27
And then they're just gonna continue to evolve, but I also like how they're becoming utilitarian.
00:29:32
- That's the thing, like the creative things that you can do with it and also like, you don't really have to change anything about your closet, but if there's, yeah, exactly.
00:29:40
And it's like, if there's a new way you want to test out, like showing off your personal style or showing off your personality, it's a really good way to just kind of do it.
00:29:48
It's easy, it's low risk.
00:29:50
- I feel like coach really brought that back and I do feel like coach is having a major run of songs right now, especially with the like tote over to the shoulder bag.
00:29:59
- Yes.
00:30:00
- They brought back.
00:30:00
- Yes.
00:30:01
- I feel like I'm seeing it everywhere.
00:30:02
What does the data say, anything?
00:30:04
- You know, I haven't looked at coach in a while, but I remember even when I would walk around New York in like 2021, I think, 2021 or 2022, whenever they did the big campaign with JLo.
00:30:14
- That yeah, that was amazing.
00:30:15
- And I was like, okay, here we go.
00:30:16
- It's coming back.
00:30:17
- It's coming back.
00:30:17
But I think their marketing team has done a phenomenal job and they've kind of like snatched the right people and done fantastic campaigns.
00:30:23
I also think their runway is great and very interesting.
00:30:26
The bag charms is definitely something that they should be credited for.
00:30:30
But yeah, it's interesting.
00:30:31
Like a lot of, I think, brands, like kind of the same way that we were talking about the never fuller, the Burberry Scarf, like you have J-Croob and Anna Republic, AberCombie, coach having huge comebacks.
00:30:41
- Major, major upgrade moments.
00:30:44
It's interesting.
00:30:45
- Burberry, which we talked about earlier, I think it's gonna have a huge year.
00:30:49
What does the data say?
00:30:50
- So what the data says about Burberry, I looked at the Burberry data less than a week ago.
00:30:55
And so I looked at both Burberry and then also like Burberry Scar, Burberry Plaid, Burberry Trunch, everything was increasing.
00:31:02
I got a lot of comments that were like, you know, have you not looked at the financials?
00:31:07
- Yes, I have looked at the financials.
00:31:09
But like that, what, 'cause I've had a rocky couple of years to say, does that matter?
00:31:15
Well, that's the thing, 'cause I feel like, does it really matter?
00:31:17
You have to let it give it a second.
00:31:19
Like people are going, it's rising in popularity now.
00:31:23
Give it some time and it will, I think so.
00:31:26
I'm happy to be wrong, but like, I do think it will reflect in the sales numbers, but it's not gonna happen overnight.
00:31:31
And I think there were, there were a lot of things that had already happened this year that are kind of setting Burberry up or like set the foundation for the scarf to start becoming more popular.
00:31:39
Like, Plaid started rising a lot in popularity a couple of months ago.
00:31:43
They kind of, I mean, it's a horrible name, but like the old money aesthetic.
00:31:46
Like, you know, that's been around for over a year and people are still talking about it.
00:31:51
And I think Burberry is one of those kind of more old school heritage kind of really fits into that vibe.
00:31:56
So I think the foundation is there.
00:31:58
I'm curious to see what Burberry does with it.
00:32:00
I would love to hear from your end, what is exciting you right now in fashion and AI, especially there's such a big conversation about that.
00:32:08
And you being so in the tech space, is there something specific that you're excited to see?
00:32:12
- I think it stresses some people out because I don't know, it's like, yeah, you know what?
00:32:16
- Me, my hands are as good of same.
00:32:18
- Really stresses me out.
00:32:19
- I think there's a lot of ways that tech can be applied to the fashion industry in a way that it doesn't take away from the creativity in the artistry of fashion.
00:32:27
I very much do not want to take away from that or do not believe in taking away from that.
00:32:31
And I think when people hear about AI, they're like, okay, like a robot is going to design our clothes.
00:32:34
And like I said, you know, early in our discussion, like I just don't really think that's going to be the case.
00:32:39
I think humans, especially in an industry that's so creative and, you know, requires a human touch, we'll always be there.
00:32:46
I think one of my favorite ways that tech is applied to fashion or to fashion brands is personalization.
00:32:53
So like if I go onto a website and I'm logged in, like I'm a repeat consumer, you show me stuff that you know I like, you show me campaigns that you know I like.
00:33:02
I think that's very interesting.
00:33:03
Like how can you take a company that's very big and operates in so many different countries with like millions of consumers and make it feel like you're just talking to me one-on-one.
00:33:11
And I think that's something that like Jens you really like, Jens, you really craves.
00:33:15
I absolutely love brands that are hopping onto TikTok trends.
00:33:19
I think like Lueve is doing such a good show right now with that.
00:33:22
This has been a frequent conversation on this podcast 'cause I think it's so great and like such a standout.
00:33:29
It's a hit.
00:33:30
It deserves an Oscar.
00:33:32
Like it's so good.
00:33:32
It's really great.
00:33:33
Yeah, and so I like, I love that.
00:33:36
I love, you know, social media as a way to kind of get people more.
00:33:39
Like I don't know, fashion has just not been as mass as it is now.
00:33:42
And I think it's very interesting how like social media obviously is a tool to get people to learn more about fashion and connect with brands.
00:33:48
So I love that.
00:33:49
I think Lueve is a perfect example.
00:33:51
But I also like the use of tech to like democratize fashion.
00:33:54
So nowadays like if you do want to start a fashion brand, like obviously there or if you do want to get into fashion, like it's not like there's no obstacles, but you know, there's a lot of things that you can do online.
00:34:03
Shopify is wonderful.
00:34:04
Like social media is free.
00:34:05
So I do like, you know, innovations and technology as they kind of allow more people to enter fashion or access fashion or learn about fashion.
00:34:13
I feel like definitely I used to think, you know, like I mentioned that fashion kind of had this big wall around it and that it was like for a select few.
00:34:21
And that's when Alexander McQueen really, you know, like shattered that perspective for me and it was just so eye-opening.
00:34:27
And I think tech does a good job of that too.
00:34:30
- Like even Gab Waller and source by, which is completely powered by AI is such a great use of AI for what she's doing.
00:34:39
It doesn't scare me.
00:34:39
It's not like taking away from the creativity of fashion, but I think it's a great implementation.
00:34:43
- Yeah.
00:34:44
- Thank you for coming on the show.
00:34:45
This is so fun.
00:34:46
- Thank you for having me.
00:34:46
- Of course, I loved it.
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00:35:22
- Please note that this episode may contain paid endorsements and advertisements for products and services.
00:35:27
Individuals on the show may have a direct or indirect financial interest in products or services referred to in this episode.
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