Fashion: 9pm-9am sunglasses: should you try fashion’s most divisive new trend?
- InsightTrendsWorld
- Mar 25
- 9 min read
Why the topic is trending:
Return of Oversized Sunglasses: The primary reason this topic is trending is the declared resurgence of large, "dinner plate" sized sunglasses as the key eyewear fashion for the spring/summer 2025 season. This marks a shift from the previous trend of smaller sunglasses, making it a noteworthy and potentially divisive fashion statement.
Fashion Cycle Shifts: Fashion is inherently cyclical, and the return of a previously popular style (oversized sunglasses from the 1960s-1970s) is a common driver of trend discussions.
Runway Visibility: The article highlights the appearance of oversized sunglasses on the spring/summer 2025 runways of prominent designers like Aaron Esh, Dior, and Prada, signaling a significant endorsement by the fashion industry.
Contrasting Previous Trends: The article explicitly mentions the recent popularity of smaller sunglasses, making the current shift to oversized styles a point of discussion and potential debate among fashion enthusiasts.
Intriguing Naming: The moniker "9pm to 9am sunglasses" given by fashion consultant Fiona Hartley adds an element of intrigue and fuels curiosity about the purpose and appeal of such large eyewear.
Overview:
The article discusses the return of oversized sunglasses as the must-have eyewear trend for the spring/summer 2025 fashion season. Dubbed "dinner plate sunnies" and "9pm to 9am sunglasses," these large frames, reminiscent of styles popularized by figures like Jackie Onassis, contrast with the recent trend of smaller sunglasses. The article explores the historical context of oversized sunglasses, their appearance on recent runways, and the potential motivations behind this bold fashion statement.
Detailed Findings:
For summer 2025, the key sunglasses trend is for very large, "dinner plate" sized frames.
The ideal size, according to fashion consultant Fiona Hartley, is for the glass to touch the top of the brow and finish level with the bottom of the nose.
Oversized sunglasses have a historical precedent, with popularity surges in the 1960s (Jackie Onassis), 1970s (Elton John), and earlier.
This trend marks a shift from the smaller sunglasses that were considered fashionable in previous years (as highlighted by Vogue in August 2024).
Oversized sunglasses were prominent on the spring/summer 2025 runways of designers like Aaron Esh, Dior, and Prada.
Julia Hobbs writing in British Vogue suggests these large sunglasses offer a sense of "Didionesque remove," allowing the wearer to observe without being observed.
Fiona Hartley, a fashion consultant, refers to them as "9pm to 9am sunglasses," though the reason for this name is not explicitly clear in the article.
Prada's interpretation of the trend is a large straw visor, priced at £1,800.
Key Takeaway:
Oversized, "dinner plate" sunglasses are back in fashion for spring/summer 2025, signaling a move away from smaller styles and offering a bold and potentially enigmatic look.
Main Trend:
The main trend is the "Return of the Oversized Shield."
Description of the Trend (Please Name It):
The trend is the "Return of the Oversized Shield." This trend signifies the comeback of large, encompassing sunglasses that dominated fashion in previous decades. These sunglasses are characterized by their significant size, often covering a substantial portion of the face from the brow to the nose. This bold eyewear choice makes a strong fashion statement and offers a sense of privacy and anonymity to the wearer.
What is Consumer Motivation:
Consumer motivation behind adopting this trend might include:
Fashion Forwardness: Wanting to be seen as current and on-trend by embracing the latest runway styles.
Statement Piece: Using the oversized sunglasses as a prominent accessory to express their personal style and make an impact.
Nostalgia: A potential desire to revisit and embrace the fashion aesthetics of past eras, particularly the 1960s and 1970s.
Privacy and Anonymity: The large size offers a degree of shielding and privacy, allowing wearers to observe without being easily read.
Confidence and Drama: The bold nature of the trend can project confidence and add a touch of drama to an outfit.
What is Driving the Trend:
Several factors are driving this trend:
Fashion Cycle: The natural ebb and flow of fashion trends, with styles from the past inevitably making a comeback.
Runway Influence: Endorsement by high-fashion designers and their presentation on the runway heavily influences consumer adoption.
Celebrity Influence (Historical and Potential): The historical association with iconic figures like Jackie Onassis and the potential for contemporary celebrities to embrace the trend can drive popularity.
Desire for Something New: After a period of smaller sunglasses, consumers may be looking for a fresh and impactful eyewear style.
What is Motivation Beyond the Trend:
Beyond the immediate drivers, the underlying motivation might stem from:
Self-Expression: Fashion as a tool for individuals to express their personality and identity.
Social Signaling: Using fashion to communicate their status, taste, and affiliation with certain social groups.
Emotional Connection to Style: Feeling a sense of empowerment, confidence, or nostalgia when wearing certain styles.
Description of Consumers Article is Referring To:
The article refers to fashion-conscious consumers who are interested in staying up-to-date with the latest trends in apparel and accessories. While specific demographics are not provided, we can infer some characteristics:
Age: Likely a broad range, but with a particular emphasis on those who are influenced by runway trends and fashion publications. Younger adults and those who actively follow fashion are likely early adopters.
Gender: Not explicitly specified, but fashion trends in accessories like sunglasses are generally adopted by individuals across genders.
Income: Likely includes individuals with disposable income to invest in fashion accessories, particularly high-end designer versions like the Prada visor. However, the trend will likely trickle down to various price points.
Lifestyle: Individuals who are interested in fashion, potentially active on social media, and may attend social events where making a style statement is important. They likely value aesthetics and personal presentation.
Conclusions:
The return of oversized sunglasses for spring/summer 2025 signifies a bold shift in eyewear fashion. This trend, driven by the cyclical nature of fashion and the influence of runways, offers consumers a chance to make a statement, embrace a retro aesthetic, and perhaps gain a sense of privacy. While potentially divisive, its prominence in the fashion world suggests it will be a significant trend for the upcoming season.
Implications for Brands:
Design and Production: Eyewear brands need to adapt their designs and production to cater to the demand for oversized frames.
Marketing and Promotion: Brands should highlight the oversized sunglasses in their marketing campaigns, emphasizing their fashion-forward and statement-making qualities.
Collaboration Opportunities: Collaborations with designers who featured the trend on the runway could be beneficial.
Retail Strategy: Retailers need to ensure they stock a sufficient variety of oversized sunglasses in different styles and price points.
Implication for Society:
Shifting Aesthetic: The trend will contribute to a shift in the overall visual aesthetic of the season, with larger eyewear becoming more common.
Potential for Social Commentary: As mentioned in the article, the trend could be seen as a way to create a sense of remove in an era of oversharing.
Revival of Past Styles: This trend reinforces the cyclical nature of fashion and the ongoing revival of styles from previous decades.
Implications for Consumers:
New Accessory Investment: Consumers interested in staying on trend will likely need to invest in a pair of oversized sunglasses.
Styling Opportunities: The bold nature of the sunglasses offers opportunities for creative and impactful outfit styling.
Potential Divisiveness: As the article suggests, this trend might be divisive, with some embracing it and others finding it unappealing.
Implication for Future:
Continued Cyclical Nature of Fashion: This trend reinforces the predictable return of past styles, suggesting that other trends from the 1960s-1970s might also see a resurgence.
Potential for Evolution: The oversized trend might evolve in terms of specific shapes, colors, and embellishments in future seasons.
Consumer Trend (Name, Detailed Description):
Name: The "Statement Shield" Trend
Detailed Description: This trend describes the consumer behavior of choosing oversized sunglasses not just for sun protection but as a prominent fashion statement. These consumers are looking for eyewear that is bold, noticeable, and reflects their confidence and fashion awareness. The size and design of the sunglasses become a key element of their overall look, intended to draw attention and express individuality.
Consumer Sub Trend (Name, Detailed Description):
Name: The Retro Revival in Eyewear
Detailed Description: This sub-trend highlights the specific influence of past decades, particularly the 1960s and 1970s, on current eyewear fashion. Consumers are drawn to the iconic silhouettes and larger proportions of sunglasses from these eras, seeking a nostalgic and vintage-inspired aesthetic.
Big Social Trend (Name, Detailed Description):
Name: The Cycle of Self-Expression Through Fashion
Detailed Description: This broader social trend reflects the continuous use of fashion as a means for individuals to express their identities, moods, and affiliations. Trends like the return of oversized sunglasses demonstrate how societal values and individual desires for self-expression drive the cyclical nature of fashion.
Worldwide Social Trend (Name, Detailed Description):
Name: Global Synchronization of Fashion Trends
Detailed Description: Fashion trends, including eyewear, are increasingly globalized through media, social media, and the interconnectedness of the fashion industry. The emergence of oversized sunglasses on international runways suggests this trend will likely be adopted across various regions worldwide.
Social Drive (Name, Detailed Description):
Name: The Desire for Individuality and Belonging
Detailed Description: While the oversized sunglasses make a bold individual statement, the act of adopting a trend also creates a sense of belonging among those who embrace it. Consumers are driven by the desire to express their unique style while simultaneously participating in a shared cultural phenomenon.
Learnings for Brands to Use in 2025:
Embrace the "Big" Aesthetic: Recognize the shift towards larger silhouettes in eyewear and incorporate this into design and product offerings.
Highlight Statement-Making Potential: Market oversized sunglasses as a key accessory for making a bold fashion statement.
Reference Retro Influences: Acknowledge the historical roots of the trend, particularly the iconic styles of the 1960s and 1970s.
Offer Variety in Oversized Styles: Cater to different consumer preferences by offering a range of oversized shapes, colors, and embellishments.
Consider Different Price Points: Make the trend accessible to a wider audience by offering options at various price points.
Strategy Recommendations for Brands to Follow in 2025:
Launch Oversized Collections: Develop and promote dedicated collections of oversized sunglasses for the spring/summer 2025 season.
Collaborate with Influencers: Partner with fashion influencers who can showcase the trend and inspire consumer adoption.
Create Engaging Content: Develop social media and marketing content that highlights the styling possibilities and the confident look that oversized sunglasses can create.
Offer Styling Advice: Provide consumers with guidance on how to wear and pair oversized sunglasses with different outfits.
Monitor Evolving Trends: While oversized is the current focus, continuously monitor the fashion landscape for the next emerging eyewear trends.
Final Sentence (Key Concept) Describing Main Trend from Article:
The fashion world is once again embracing the bold and shielding aesthetic of oversized sunglasses for spring/summer 2025.
What Brands & Companies Should Do in 2025 to Benefit from Trend and How to Do It:
Brands and companies in the eyewear and fashion industries should capitalize on the return of oversized sunglasses in 2025 by:
Developing and Stocking Oversized Styles: Ensure they have a diverse range of oversized sunglasses available in various materials, colors, and price points to meet consumer demand.
Strategic Marketing and Promotion: Feature oversized sunglasses prominently in their advertising campaigns, online presence, and in-store displays. Highlight the trend's runway origins and its potential to make a strong fashion statement.
Collaborating with Key Influencers and Media: Partner with fashion bloggers, influencers, and publications to generate buzz and showcase the trend to their target audiences.
Educating Consumers on Styling: Provide tips and inspiration on how to style oversized sunglasses with different looks, demonstrating their versatility and appeal.
Final Note:
Core Trend:
Name: Oversized Eyewear Revival
Detailed Description: The dominant trend is the resurgence of large, statement-making sunglasses, moving away from the recent popularity of smaller frames. This revival is driven by the cyclical nature of fashion and endorsement from high-fashion runways.
Core Strategy:
Name: Embrace Bold and Retro Aesthetics
Detailed Description: The core strategy for brands should be to lean into the bold and somewhat retro aesthetic of oversized sunglasses in their designs and marketing, appealing to consumers seeking impactful and fashionable eyewear.
Core Industry Trend:
Name: Fashion-Driven Eyewear
Detailed Description: The eyewear industry continues to be heavily influenced by broader fashion trends, with styles shifting seasonally based on runway presentations and celebrity endorsements. This highlights the importance of staying attuned to the larger fashion landscape.
Core Consumer Motivation:
Name: Desire for Statement and Privacy
Detailed Description: The primary motivation for consumers adopting this trend is the desire to make a bold fashion statement while also potentially enjoying a sense of privacy and anonymity offered by the large frames.
Final Conclusion:
The return of "dinner plate sunnies" marks a significant shift in eyewear fashion for 2025. Brands and companies that strategically embrace this trend by offering a variety of stylish oversized options and effectively marketing their statement-making potential are poised to capture consumer interest and drive sales.
Core Trend Detailed (Name, Detailed Summary):
Name: Oversized Eyewear Revival
Detailed Summary: The dominant trend in eyewear fashion for spring/summer 2025 is a significant return to oversized sunglasses. This revival marks a clear departure from the smaller, more minimalist styles that have been popular in recent years. Characterized by large frames that often extend from the brow down to or beyond the nose, these sunglasses make a bold and noticeable fashion statement. The resurgence is heavily influenced by presentations on high-fashion runways, with designers like Aaron Esh, Dior, and Prada showcasing prominent oversized styles. This trend taps into the cyclical nature of fashion, drawing inspiration from iconic eyewear moments of the past, particularly the 1960s and 1970s, associated with figures like Jackie Onassis. The "Oversized Eyewear Revival" signifies a move towards more dramatic and shielding eyewear, offering wearers not only sun protection but also a sense of anonymity and a strong visual presence. This trend is expected to be a key driver in the eyewear market for 2025, influencing design, marketing, and consumer purchasing decisions.
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