Does the concept of 'timelessness' in circular design limit creativity?
Exploring the concept of trendy vs timeless for design-led mainstream brands
Timelessness has become a hallmark of circular fashion; a term associated with quality, craftsmanship, and transcendence beyond the seasonality of trends. Typically defined by versatility and durability, timeless pieces are crafted to last, maintaining longevity and relevance over time and embodying an understated and simplistic aesthetic avoiding overt references to specific eras. By its own definition, timelessness transcends the confinements of any one particular aesthetic, yet a quick search for ‘timeless fashion’ on Pinterest returns predictable iterations of the same minimalist staples: ‘blue jeans and a crisp white shirt’, tailored trousers, boxy blazers, and fine knits; looks characterised by clean lines, classic fit and a distinctly minimal approach to colour, pattern, and print.
One brand that has come to epitomise timeless fashion is Eileen Fisher. With a design philosophy built on simple shapes and capsule wardrobe staples, each piece serves a specific purpose—qualities that have long been at the forefront of what we consider ‘circular fashion’ design to be today. Built on an ethos of sustainability and conscious consumption, brands like this successfully appeal to customers who prioritise practicality and ease over perceived fashionability; acting as a blueprint for engagement with circular design principles. But where does this leave mainstream brands?
Trendy vs Timeless
The argument surrounding what makes a fashion piece ‘trendy’ versus ‘timeless’ feeds into a narrative that casts fashion-focused brands outside the classic, minimal aesthetic as inherently wasteful and ephemeral. We often associate the fashion industry with an insatiable demand for novelty, yet the flip side of this need for newness is an unparalleled potential for creativity and innovation. A quick browse on a fast fashion website for a party dress, for example, returns an array of possibilities, from length, cut, and silhouette to fabric, fit, and colour. Fashion’s charm and allure lies in its variety and possibility which means that an industry where every brand is focused on producing wardrobe basics simply wouldn’t work. Yet the fact remains that this constant churn of new designs leaves a devastating impact on the planet and its resources.
This tension raises critical questions: does our current vision of timelessness inherently limit the scope for creativity? Is there a place for bold, expressive design in circular fashion?
The remainder of the article explores the following concepts:
Timelessness is in the eye of the beholder
Limitation as liberation
Becoming trend-immutable
We then recommend five strategies for mainstream fashion brands to infuse timelessness into their designs and branding…