And Savage explains how most fads are just the whims of young people. Most countries have design councils who employ young students to predict the fashion for the season, reveals Savage. Hence the 'return' of Hawaiian shirts, flared pants, velvet, and so many other styles that were the rage of previous decades. Then there's the cross influences. A London designer traveling to Sicily may see a peasant farmer wearing something he fancies, and that becomes the inspiration for a new trend, a new collection.
Trends can also happen by accident, literally.
Gucci's famous watch design inspired by a photograph of a smashed up, melted timepiece. It created a sensation. Not all such ideas work, but some do. Much of fashion is also about promotion and marketing, something Percy made a career of. She landed a job with Chloe, then created a stir when she moved to Gucci.