It is hard to ignore that in the last few years, style trends have reigned supreme and their presence, seemingly constant, has both brands and social media tutorials to thank. These trends are often manifested by certain wardrobe pieces and outfit takes, which almost become a template of how to dress. Once the algorithms are at play, the trending wheels are greased and ready, meaning your once perceivably unique look starts cloning itself wherever you turn.

I recently caught the tail end of a discussion in which I overheard someone saying: “skinny jeans? No way”, then in response to the possible return of pencil-fitting slacks, came a reflective, “Oh really, when? Who? Maybe actually”. Just like that, all semblance of personal taste and choice seemingly eroded under the weight of keeping up with a trend, sticking with the broad style agenda. Whatever happened to personal style, I thought to myself. Was it now a thing of the past? Not at all, I realised. In fact, it’s more pertinent than ever.

Style is about discovery and self-expression. It’s why when you look back at the evolution of it, on a personal level, it is punctuated by notable chapters in what can only be described as a coming of age story. The style notes that distinguish these periods of time can emanate from any area - a particular decade, movies you watched, music you’ve listened to and hobbies you have or at least admired (ie, I love Stussy, yet cannot skate!). Your style choices are an expression of your personality and it’s important to remember that a wardrobe’s contents have the very real and immediate ability to change how you feel. Clothes are the immediate shelter, a signifier of how you want to appear, how you wish to project to the world. That is a powerful thing, to be able to feel, in an instant, more yourself.

Speaking from experience, when I was 14, my band hoodies gave me a sense of distinct pride. The fact I could express small aspects of who I was through these style choices evolved as I grew up, albeit with varying levels of success (the less we say about some choices, the better). Social media trends seem to have stripped these personal revelations away and have left everything feeling and looking the same. Homogenised style, at the click of a button. And yet discovery was what made it so fun, so thrilling. You had to find the item your outfit required. Locating the elusive (and often exclusive) retailer that sold the jeans you wanted, or sneakers you had set your heart on, it wasn’t easy! The pain of acquisition was often hallmarked by the quest for the OG, the original and best. There was no easy fix! Yet today that journey is expedited. And not only that, the once prized charm of the OG has been ransacked by the fast fashion outlets, who are more than happy to abscond with the fruit, the essence of a look, just without any of the quality nor originality.

This is not to say pre-social-media styling was all original, it certainly wasn’t. Though it’s important to remember that finding inspiration by yourself, on your own terms, is genuinely fulfilling. Perhaps it’s time to take a healthy step back from the social-media templates and exhausted marketing creatives. Instead, rub your eyes and start afresh. Be inspired by the source of things, by life’s varied mediums (be they fictitious, or real) and accumulate ideas and piece them together. It all starts and ends, ultimately, with personal taste. All these trends and supposed blueprints of how to dress whizzing around social media started somewhere - a moment in time, a heritage piece that bled into lifestyle attire, the choice to pop on a chore jacket, bucket hat, waterproof, pair of roller-skates all started somewhere.

These patterns of behaviour aren’t limited to social media. It’s clear that some big brands respond to the pressure of trends, for example, the Adidas Samba boom has seen many bigger sports and footwear brands follow with low-profile sneaker silhouettes over the chunkier trend just last year. The popularity of Aime Leon Dore, too, has seen countless brands adopt the same lookbook characteristics of shooting collections within a room centred on a subject sitting on a stool, in a characterful space and with curated visuals/accessories. There is a temptation to fall within a framework, to appeal to something that is working. A case of if it ain’t broke, don’t fix it.

Some brands absolutely get it, and in recent years, notable legacy and emerging brands have led the charge with creative styling, distinctive campaign ideas and some truly iconic products. There are a lot of defining brands keeping things original, you just have to pay attention to who they are, as someone is always ready to copy their homework.

I work in fashion, and on occasion, I’ve been laughed at for dressing trend opposed. One time for dressing so 2014, in 2018. At the time, I blushed. And in true introvert-extrovert form, drummed up an erudite response, five years later. Someone said to me a few years ago ‘Oh you’re wearing dad sneakers, are people wearing those now?’ My response, “I really don’t know, but I am.” This is also ever-present in creative briefs we receive, and their accompanying mood boards. More often than not, the collection in question doesn’t have anything resembling the picture references they identify with and comes with a heap of ideas completely out of touch with genuine brand offering. Another case of walking the trodden path, aligning with ‘something-core’, ubiquitous trends.

So where does this leave us? It brings us back round to personal idiosyncrasies, personal quirks and rarities. This is the birthplace of authenticity and inspiration. To blend in with others, to follow trends aimlessly and to shy away from one’s own flair, in the wake of broad preference, is the death of style essence. So, turn towards yourself, whether you’re an individual or, indeed, a brand. Who are you? What is your genuine style, what makes you feel good, what makes you tick? That is the real trend, the most interesting and timeless of them all.

Gung Ho’s monthly newsletter, ‘Now & Next’ explores how to navigate the noise away from the trend cycle.