find articles by Author

Fashion Week Ins and Outs


DaniMorales513d95dbb8120.jpgThis September has been quite an exciting one—styling wise anyway. NYC has finally calmed down from its microwave-wet-blanket stickiness and lovely brisk fall weather has descended upon us. Bringing not only the jackets and boots out from the back of my closet but Fashion Week! It was my first time attending and now I will be much more prepared for…next time.

Designers show their collections approximately 6-8 months before they will ever be in stores. So right now in Fall I went to see the Spring/Summer 2014 collections. I feel like whenever I tell people this they scoff in the ridiculousness of the fashion industry. How can anyone know what will be popular 6 months from now? Well, in complete honesty, they don’t. Designers produce a collection using the best research, inspiration and psychic energy they possess and create a piece of art and unleash it naked and raw out in front of the world’s most critical and well informed fashion masses (the press) in hopes that for the next 6 months we (the stylists) will choose their pieces to adorn our editorials. SO in the spring, when you (the consumer) open your publication you might say, “HEY I really do need that handbag, blazer, spring dress, pair of socks, etc.”

“How do trends happen then?” You might ask. Well it’s an almost-mystery that occurs in any form of art; be it painting, architecture, food, music and especially fashion. All of us are influenced by the world we live in and as crazy or abstract as life might get, at the end of the day we are in fact a product of our environment. Some have said that global warming and natural disasters of the last few years – such as hurricane Sandy – influenced the military or tribal trends of last year. People where fashionably dressed for battle in their army green military jackets and studded black boots. Might the subconscious fear that we may not be as in control of our surroundings influence the way someone dresses?

As I went from show to show I became aware of the (dare I say) importance of the choices a stylist makes when it comes to trends. As I have said before we already know the way one dresses can have a direct influence on the way they think, feel and appear to the world. I had to start looking at collections a little more bureaucratically: if I didn’t like something, why specifically did it not work for me? If I DO like something why do I like something? For me, this was the sauce. I began to calculate and observe my trends from this stand point.

On top of fashion week I took on quite a few shoots this month, which is unusual for a stylist. Looks can be difficult to pull since technically it is “in between seasons” right now. Showrooms are purging the fall/winter items I have been shooting to make room for the new arrivals of spring/summer. Not only that but fashion week only BEGINS in New York, then goes to London, then to Paris. It really is more like Fashion Month. As all people that are self-employed know, the word “No” seeps out of your vocabulary and the ever popular “I’ll make it work” replaces it.

What fashion trends are you looking forward to this season?  Let me know in the comments below!


About Dani Morales

Wardrobe Stylist - Dani Morales is a wardrobe stylist who has recently relocated to New York City. Originally from Seattle where she worked at Nordstrom, her styling career began while living in Los Angeles. She has experience styling for bands, dance groups, red-carpet events, editorial shoots, television and film, as well as high fashion and individual personal styling. Now in NYC and studying at FIT Dani is starting all over yet again in a new city. She is off to conquer the competitive world of fashion in its capitol.