Fashion’s Shift Toward Conservatism: A Sign of the Times?

It seems like almost every brand is shifting toward a more conservative style. But my question is this: Is the rise in modest fashion a reflection of the current social and political dynamics of the world? Or are brands simply growing with their target audience and entering a new era that demands these styles?

Fashion has never been just about clothes. It has always mirrored culture. For about four years now, there have been signs that this surge in conservative style isn’t sudden. Fashion trends—and even broader lifestyle trends—have been moving in this direction for a while. Since the post-COVID era, we’ve seen a rise in the popularity of cottagecore pieces (take House of CB’s quiet rebrand, for example), the "Old Money" aesthetic, and a surge in trad-wife content. This brings me to the inspiration behind today’s post: the PrettyLittleThing rebrand.

The PrettyLittleThing rebrand didn’t come as a surprise to me—especially considering that a lot of their target audience is no longer in the phase of life where they’re hitting the clubs every weekend in neon bodycon dresses. Their audience has grown up. They now need pieces that feel more mature and fit their evolving lifestyles. Some of my favorite brands growing up, like Ardene, Sirens, and Abercrombie & Fitch, had to rebrand too, catering to customers who had aged out of their original image.

However, it’s also undeniable that customers are looking for safer fashion choices and are less willing to take style risks during an economic downturn. We are living in uncertain times, and what’s happening right now is very similar to the "Hemline Index" theory—when the economy is doing poorly, skirt lengths often drop as a reflection of the mood.

Historically, fashion has not only mirrored society but also led it. Trends have often emerged in response to societal norms—for example, the flapper dress era challenged the traditional values of its time.

In conclusion, as we navigate the current political climate and the rise of conservative fashion, I encourage us all to stay true to our personal styles—whatever that looks like. Don’t feel pressured to conform to what’s trending or "safe," even in uncertain times.