The importance of the contemporary in the fashion industry

There are so many words in the fashion industry that it can be difficult to follow them all. If you are not sure whether to use the word “contemporary” while shopping, do not worry. You are probably more familiar than you think. Like many fashion segments, brands that are considered timely are defined by factors such as price and consumer.

Diane Von Furstenberg – Track – Autumn 2013 Mercedes-Benz Fashion Week
Credit: Frazer Harrison / Getty Images Entertainment / Getty Images
Diane von Furstenberg – whose creations will be presented as models here at Fall Fashion Week 2013 – is considered a contemporary designer.

Categories of clothing

We all know luxury brands like Chanel, Prada and Fendi, who create coveted, finely crafted and expensive pieces. Just as luxury refers to a class of high-end brands, the term contemporary refers to a segment of designer brands. It falls under luxury and on the same level as the bridge, a segment that offers cheaper and secondary lines of luxury designers with cheap fabrics. From there lies the moderate category, which includes lines like Levi’s and Budget, which consists of mass market brands like Forever 21 and H & M. Finally, you have the overpriced category that includes discounted, off-season fashion and closing products from retailers like Loehmann’s.


In general, the current price is significantly lower than that of a luxury brand. This does not mean that contemporary brands are too affordable for the average girl. Contemporary pieces are on average between $ 150 and $ 800 depending on the product. Although these prices are still high, they are much cheaper than luxury brands, which can cost between $ 4,000 and $ 5,000, depending on the product.


Contemporary brands typically target consumers in their twenties and thirties, so their aesthetics are the tastes and trends that appeals to a younger consumer. You will see seductive dresses, bright colors and prints, matching pieces, tops and trendy and trendy styles. All contemporary pieces are not random, but they usually have a touch of youth. Contemporary pieces are often made with materials of better quality than cheap lines, which is at their cost. The quality of the details and fabrics will not be as high as those of the luxury lines, but expect the products of contemporary brands to be pretty well made.

The designers

There are many designers who see themselves as contemporary brands, and others are on the market every year. As fashion becomes more accessible – think Jason Wu for Target and Rachel Roy for Macy’s – the contemporary category has developed a growing following. Creators like Diane von Furstenberg, Alexander Wang and Phillip Lim are already well-known names thanks to girls who love fashion but can not afford pieces by Alaia or Dolce & Gabbana. Contemporary allows consumers to buy a piece of cake without spending thousands of dollars. In fact, the category is so strong that many luxury designers have created cheaper lines to expand their fan base. Marc Jacobs has his Marc line for Marc Jacobs, which represents hundreds, even thousands of dollars less than his signature collection. Even Chanel’s creative director Karl Lagerfeld presented his Karl Lagerfeld line with coins in the range of an average of $ 100 to $ 500, which are in contrast to Chanels 1000 dollar prices.

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