When it rains, it pours is as the saying goes. At almost any point in any large fashion magazine, you could find huge ads and many of them. For example in the 2007 September issue of vogue, that weighed in at an astounding 4 pounds, 9 ounces, out of the 840 pages in the magazine, 727 of them were ads. Vogue said that that number dropped by 36% to only a mere 429 pages. So why the steep decline? Well it is a culmination of a few things, but mostly just the three elephants in the room; free marketing, cheap marketing and the economic downturn. With all the money lost in the stock market and everything else, the big fashion companies that spend a ton of money on those big fancy ads we all love, have either been cutting back or cutting out.

So now, without those big extensive ads, what are these huge companies doing to compensate? They, like many others, are utilizing the full capability of social networking sites like twitter, youtube, facebook, mixx, etc. They are using the free ad space that is there by creating fan pages blogs, etc and buying up digital ad space. Almost any large website you go on you will see the banner ads down the side and across the top. “These are advertisers where luxury and perfection and style is first and foremost. The Web experience was pretty cluttered. Now that there are bigger screens on desks, hi-def, beautiful video in real time, iPhone apps that look beautiful, the aesthetics have gotten to a place they are interested in,” says Drew Schutte, senior vice president and chief revenue officer for Condé Nast Digital, which is trying to boost the number of ad packages it sells that include both print ads and digital ads. Is this the future for ads in regards to fashion, or ads in general. With the decline in print, and the incline in digital media outlets, it seems it may be so.

Summer 2009 breezes in just in time to lift the dark cloud of despair that has been hanging heavily overhead for the last several months. Right now, we all need a recess from the recession, a summer vacation, a new beginning. Or, we could just re-visit the past when things were happier and more prosperous. Fluorescent hues, a la Stephen Sprouse, are pioneering an eighties revival. Neon colors have saturated the fashion world with no intention of stopping in the near future. Remember the days of football player-like jackets? Well, they‚re coming back! The shoulder has been the focal point on the runway for the last couple of seasons and we‚re seeing it manipulated in a variety of ways. Strong shoulders, whether they‚re achieved with padding, cutouts, asymmetry, shirring in sleeve caps, pleating, draping, etc., are one of the most significant features of the Spring/Summer season.

With a new President in office America is ready to embrace change. It‚s not just that Barack Obama is the first African-American President elected, but also the fact that he represents a new point of view. Politics play an important role in fashion and this season is no exception. Influences from all over the world are setting trends ranging from elaborate embellishments, ethnic prints/motifs and tribalistic jewelry. Textured natural fabrics such as linen, silk and cotton in neutral tones as well as warm saturated colors are key. Reptile skin dominates and Summer ‚09 is overwhelmingly animal friendly in terms of print.

The return to American idealism is perhaps the biggest trend occurring as of late. Because we know that nothing can change overnight and that „Made in USA‰ may take a while to come back (at least in apparel), we choose to reminisce about times gone by. Feathers, fringe and turquoise compliment buffalo checks, plaid and Navajo motifs. Cowboy and other styles of rugged ankle boots make a strong statement and, as always, denim rules. The Bohemian style lingers on, but in a more elegant way this Summer. Maxi-dresses are one of the season‚s most important silhouettes, while the mini-skirt is still present. Watercolor, floral, medallion and paisley prints decorate chiffon, jersey and voile. Ornamental touches of crochet, lace, eyelet and other open work fabrics add dimension.

Wall Street may have crashed and burned recently, but the market has bounced back, in a sense, emerging in fashion. Clean sharp lines materialize into tailored pieces while, on the flip side, a wave of feminism is washing over the fashion industry providing a balance between the masculine and feminine. As a key component of the season, trousers have never been more diverse. Skinny flat front pants still stand strong, but a new regime of wider leg silhouettes are marching in with higher waists, pleats and yoke treatments. They come in all lengths ranging from full, to cropped, to shorts. In fact, shorts have exploded as a category and are available in a vast array of shapes and styles. On the opposite end of the spectrum, delicate fabrics in cosmetic colors (or non-colors) such as nude, buff, porcelain, blush and Champagne evoke femininity. They are draped and layered creating pretty pieces fit for a princess. Ruffles are unavoidable this season as are rosettes and bows. While Donna Karan has been the „Queen of Drape‰ for years (and let‚s not forget the late greats, Halston & Madame Gres), the Grecian look is becoming increasingly important. Draping and folding tend to camouflage and accentuate where needed, therefore, it‚s no mystery why women gravitate toward these styles. We feel pretty, sexy, self-assured? like a Goddess.

With the message of change permeating the country, there is more focus on America‚s youth. Thanks to the Internet, Facebook, Twitter, IPhones, etc., the younger generation is more cognizant than ever of politics, science, culture and fashion. An awareness of domestic and international issues is infiltrating schools all over the country and prep-school socialites have created a huge buzz in the fashion world. Pretty little fine-gauge cardigans and preppy cropped blazers mingle with short tulip skirts to create refined and sophisticated (but inherently young) ensembles. Plaids are flirty rather than serious and dots and spots in all sizes dance around on a variety of fabrics exuding zest and vitality as if they are personal messengers of hope assuring the world that everything will be OK.