March is a winter month that sometimes behaves like a spring month. This year is no different – so it can be a tricky time for fashion retailers in most European countries and on the east coast of the USA. Stores need to juggle the winter sale, resort collection and spring collection this month. Maybe that’s why knit tops, jumpers and dresses in rainbow colors are in all of the latest sales. The trend is also known as ‘dopamine dressing’.
What is dopamine dressing?
Pinterest describes dopamine dressing as “anything that has a feel-good vibe, that is electric, that can be worn by all genders and ages.” Dopamine is a neurotransmitter, or chemical messenger, that the nervous system uses to pass messages between nerve cells send. It plays a big part in how people experience happiness. According to verywellmind.com, dopamine dressing means “dressing with the intention of elevating your spirits”. Color, style and texture can evoke psychological associations and are often linked to memories. Stepping outside of your comfort zone when choosing your clothes and trying something new can also trigger dopamine release.
Back to trending
The year 1967 was known as the ‘Summer of Love’, a social phenomenon that saw 100,000 ‘flower children’ experimenting with drugs flock to San Francisco. This led to various fashion trends including wearing bright rainbow colors. Over time, the rainbow became associated with the LGBTQ+ community before returning to mainstream fashion.
In the 90’s, dominated by grunge and heroin chic, bright colors were completely rejected in fashion, both in the luxury segment and on the street. The added fear of the Y2K threat led consumers to demand dark clothing in shades that became known as ‘faux blacks’.
In complete contrast, designers stepped into the light of the new millennium and the Spring/Summer 2000 runways were awash with red, orange, green and yellow. Now, 22 years later, we have a choice: do we want to wear black to express a dark mood, or rather bright colors to fight it?
Live and in colour: the 2022 Cruise collections
In late 2020, it seemed like Christopher John Rogers appeared “out of nowhere.” In just two short years he has made a name for himself that has become synonymous with the use of bright colours. With a strong collection for the Resort 22 season, he presented looks ranging from sweaters to dresses in bold rainbow colors.
At Chloé, Gabriela Hearst showed off colorful striped knit jumpers that look handcrafted. It was similar at Staud, where a rainbow knitted sweater was worn over a rainbow knitted dress, and at Ulla Johnson, where a striped ribbed top was paired with pants. Even Oscar de la Renta played with the dopamine gamut, sporting a space-dyed knit sweater with a floor-length pink taffeta skirt.
Spring 2022: Retail is a rainbow
On the threshold of the new spring season, retailers are now opting for brightly colored knitwear. Oscar de la Renta’s version is made of cotton knit. At Wolf & Badger, the ‘Rita’ sweater features a rainbow across the chest and arms; Kule has a rainbow version of the holly and The Elder Statesman features a cashmere sweater with hoops. As we wait for spring, retailers are hoping rainbow fashions can banish the winter blues.
There’s something almost biblical about it – or maybe it’s a kind of ‘magical thinking’ of the fashion industry – when she evokes the rainbow, she wishes for the end of the catastrophic years. Let’s hope it works.
This article was previously published on FashionUnited.uk. Translation and editing: Barbara Russ