Why Skarsgård's 'ugly' fashion choice could become next year's hot trend

Even the most outlandish fashion choices can become trends, according to fashion forecaster Stefan Nilsson. He uses the hypothetical example of actor Alexander Skarsgård wearing "ugly" pink polka-dot trousers to illustrate how a trend is born and gains traction.

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A trend is something that is a novelty, that is tingling and exciting, but then it transitions into normal behavior. The commercial cycle for this is usually three to five years.

Nilsson explains that the first step in launching a trend is identifying the target audience. For instance, if the item is aimed at young women, a figure like Zara Larsson might be chosen as a spokesperson. If the target is fashion-conscious middle-aged Swedish men, Skarsgård would be a suitable model. The clothing needs to be presented within an appealing context, such as a "beautifully photographed" magazine feature.

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Humans are herd animals who want to fit in and therefore follow new trends to look like others, but we are not stupid. Companies invest a lot of resources and work into marketing, but 90-95 percent of products fail. Even if we are influenced, we are not controlled from above.

However, Nilsson emphasizes that creating hype requires more than just initial exposure. Social media plays a crucial role, and it's beneficial if other clothing brands also introduce similar items. For exclusive products, high-status brands like Prada are preferred, while mass-market appeal might involve brands like H&M. To generate conversation, the model might wear the item during interviews or at premieres.

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The clothes need to be introduced in a context, preferably in a feature with nice pictures.

Nilsson cautions that not all exposure is beneficial, stressing the importance of credibility. It must appear that the individuals showcasing the clothing genuinely like it, rather than merely participating in a promotion. Psychologist Åse Innes-Ker from Lund University adds that while humans are social creatures who desire to conform, they are not easily controlled. Despite significant marketing efforts, she notes that 90-95% of products fail, indicating that people are influenced but not dictated to.

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Credibility is of great importance. It must feel like those shown with the trousers have really chosen them because they like them and have not just agreed to participate.