In a column, fashion writer Jess Cartner-Morley argues that September represents the start of the fashion calendar year, a positioning that makes psychological sense for retail and personal renewal. She contends that back-to-school shopping, traditionally associated with children, has become a cultural moment that applies to adults as well, driven by the fashion industry's own seasonal reset.
Cartner-Morley argues that September offers better conditions for a fresh start than January does. She says the actual new year is "dark and bleak" and makes resolutions feel intimidating, whereas September still has light evenings and lingering warmth from summer.
The writer reflects on her own history with back-to-school shopping when her children were younger, describing the appeal of the ritual and "the ceremony of new beginnings." She says the fashion industry's decision to treat September as a new year is "eminently sensible" compared to the traditional January timing.