The gingham is back in fashion. What does this mean for the economy?

This print, reminiscent of tablecloths in summer cafes, has once again become not just popular, but almost a symbol of a generation. The authors of Harpers Bazaar India believe that the reason for the pattern's return is not only aesthetics but also a hidden economic meaning.

The history of the gingham illustrates the link between fashion and economics. The last time this print experienced its boom was after World War II, during the global crisis. Inexpensive and easy to produce, it symbolized revival and accessibility in difficult times. Later, the gingham appeared in the fashion of the 50s, the culture of the rebellious 60s, and became popular again during the crisis of the early 2000s. The authors suggest that the return of the gingham now makes sense given economic uncertainty and world anxieties, including memes about World War III.

The popularity of the gingham has often been fuelled by celebrities.

Old Hollywood icons such as Katharine Hepburn and Brigitte Bardot willingly wore the print, making it a symbol of elegance. Judy Garland's famous dress from the film "The Wizard of Oz" also cemented the pattern's association with innocence and escape from the anxieties of the real world.

The authors emphasise that the return of the gingham coincided with the success of Wicked, the prequel to the legendary story of Dorothy. Thus, the fashion world is experiencing a symbolic "vicious circle".

Today, the gingham is being worn in a completely different way. Bollywood stars like Alia Bhatt and Deepika Padukone are using the print in relaxed summer looks. Generation Z youth are wearing French plaid with leather jackets and rough boots, turning the cute pattern into something more provocative.

Experts note that it's important not to confuse gingham with other types of plaid:

• Gingham: neat squares, usually two colours.

• Plaid: an irregular pattern with multiple colours.

• "Houndstooth: broken lines that look like teeth.

• Tartan: a woollen chequered pattern of Scottish origin.

• "Window plaid: minimalistic thin lines.

The authors are sure that the popularity of the gingham is not only due to nostalgia.

Today, when the global economy is showing signs of slowing down, people are increasingly choosing simple and practical things. Young people value affordability and versatility, which makes this print an ideal choice. In times of economic growth, people tend to experiment with colourful looks, but when the recession starts, fashion inevitably becomes simplified. Gingham fulfils all the criteria of 'quiet luxury' - modest, versatile and inexpensive.

"Gingham is at the intersection of nostalgia and fashion trends. It looks innocent, but easily becomes daring in the right combination," the authors note.

Perhaps this trend is not only fashion but also a way to protest against chaos while maintaining style.

Whatever the reasons for the popularity of this print, one thing is clear: the gingham is relevant again and is unlikely to disappear anytime soon.