So Much Tension

I recently heard someone in the fashion industry say that there are no trends today.  Anything goes.  I'm not sure I fully agree with that.  My recent trip to SXSW would certainly suggest that Rayban sunglasses, dark clothes, and a few days growth (for men...hopefully) is very much in.  It was the official uniform of those trying to not look like they are following any trends.

I do get the idea that trends aren't what they use to be.  Certainly the life cycle of a trend is very short in our AD, D world. The slightest hint of a new trend is picked up and blogged tweeded and tumbled like good old wildfire.  Before you know it, someone my age has heard about it and the trend is as good as dead at that point.

But I don't think that as a result there are no trends.  In fact, I think there is a major trend forming as we all adapt to this rapid life cycle.  I believe there is a trend of tension - or the trend of purposely adopting conflicting symbols, ideas and habits.   Some examples:

• We love our modern sleek technology.  The iPad2 is almost sensual in its design.  Yet the new Fujifilm x100 is super retro in design.  
• We love combining clothing items that are from different eras.  Things that say different things about ourselves.  (I've started wearing frayed jeans and Allen Edmonds dress shoes.)
• One of the biggest growth categories in watches is expensive manual winding watches.  

I have a theory or two as to why this is and both have to do with technology.

First, due to the rapid sharing of digital information, everything changes so quickly that the only way to keep up is to accept and embrace duality and contradiction.  I think this is great, because contradiction is the true human condition.  So, maybe we are just being fully honest in how we live and express ourselves.

Secondly, technology has given us many things we can rely on.  Cell phones have good camera and clocks.  They are reliable and with us at all times.  This gives us the freedom to be a little frivolous.  Watches can be jewelry. You don't really need them to tell time.  And, if you visit Lomography you'll see that cameras can now be fun, silly, joyful...and anything but digital.  Why?  Because you know you know you have a reliable camera in your pocket at all times.

Perhaps we are in world of welcomed tension and contradictions.  Sounds fun.  But what does that mean to marketers who are trying to manage brand consistency?   I'm not sure.  Do you have thoughts?