Clad in a Klein blue jacket and always riding his bicycle, Bill Cunningham photographed pedestrians in New York City in search of trends. It didn’t matter if it was a supermodel on her way to a runway show, a stylish office worker, or an outsider who woke up on the right side of the bed and creatively paired vintage pieces. If the person wore an outstanding outfit or had a notable detail, it was worthy of a photo for posterity. Cunningham’s lens captured fashion at the global level. Nearly a decade after his death, the fashion world continues to honor him as the father of street style and the first trendspotter—or coolhunter—of the modern era. But what exactly is a trend?

What Is a Trend?

“In fashion, a trend is the repetition of a pattern. According to an unwritten rule, if we see the same pattern repeated three times in a short period, it’s considered a trend—though that might be an exaggeration given the small sample size. So how do we really measure what qualifies as a trend? If we see the same garment, style, or inspiration across multiple runway shows or worn by various people on the street, we can say we’ve identified a trend. The more widespread it is, the more established the trend becomes,” explains Javier Girela, fashion expert at GQ magazine. Those brown-and-beige adidas Originals SL 72s your fifth-floor neighbor and your Zumba instructor are both wearing? That’s a trend. That cargo-style handbag sported by both Hailey Bieber and Lola Índigo? Also a trend.

How Are Trends Born and What Is a Macrotrend?

There are trend forecasting agencies like WGSN, Fashion Snoops, and Peclers Paris that work globally to predict what will be in style, help brands design products, and advise them on when to launch and how long to keep them on the market. Later, fashion brands use these reports—or brand-generated proposals—to develop their messaging.

“With some trends, everything clicks right away. Other times, you identify them too early, and they need more time to take off. If you’ve been in the business long enough, you realize trends come in waves,” trend forecaster Edwin Van den Hoek told FashionUnited. “Trendwatching isn’t a 9-to-5 job. The signals are constant—24/7.”

Somewhere in the middle are early adopters—journalists, influencers, or style insiders outside the traditional circles—who detect trends or invent new ways to wear something that catches on and becomes fashionable. At the end of the chain is the mass market. A macrotrend occurs when a trend gains international traction.

Another way to learn to spot trends is through education. The Vogue Master’s in Fashion Image and Master’s in Fashion Design train students to create, shape, and interpret trends. This is done through the guidance of industry professionals—from active business leaders and style icons to designers—via case studies, debates, roundtables, workshops, and theoretical training.

When Does a Trend Die?

Typically, a trend dies when it reaches peak popularity and the mainstream gets bored of it. Until recently, experts referenced Laver’s Law. In 1937, fashion historian James Laver proposed that trends follow a cycle: “A year is daring, twenty years is ridiculous, and fifty years later is about the right time to be revived—probably because it has fallen out of use and memory.” That’s why people often say, “Everything comes back.” However, as communication has evolved, trends today can last much longer—or vanish in a matter of hours.

“One key difference now is that everything reaches you through the internet. There are far more tools at your fingertips. In the past, stylists, designers, and buyers from major fashion brands used to travel each season to visit the top fashion trade shows. Today, print has been replaced by digital marketing and advertising. Magazines and brands now live on social media, and trend forecasting agencies operate online. The downside of digitalization is that things can feel more homogenized—or even flat—because everyone has access to the same information.”

FAQs

Is trendspotting a profession?
Yes. Those who work for the mentioned agencies or operate independently—such as writers, stylists, or designers—can be professional trend forecasters.

How long does a trend last?
A macrotrend can last anywhere from 5 to 10 years, depending on global context. Its impact is often felt across multiple industries simultaneously.

How can I start spotting trends without paying for a platform?
Use free platforms like Pinterest Trends, TikTok, Google Trends analyses, design newsletters, and pay attention to subtle signals: shifts in consumer habits, social movements, and technological innovations.

Conclusion

Understanding what a trend is—and how macrotrends work—enables fashion and design professionals to anticipate, innovate, and connect with real consumer needs. Tools like WGSN, Trend Union, and Peclers Paris offer strategic frameworks for interpreting change. It’s no longer just about following what’s trending; it’s about understanding why it’s trending, where it’s headed, and most importantly, how long it will last in today’s fast-moving society.