The fashion debate taking place after the shows navigates between the same old system and pretending new ways. The interviews recently released seemed to send nonsensical messages. Indeed, it’s easy to notice a lack of consistency. Words that don’t match facts and resonate like a short-circuit in the industry.
However, if we want to change for the better, understanding what’s going on in the fashion field is fundamental. So, we have to analyse designers’ messages and perhaps, read between the lines.
On the one hand, the runways were all about merchandising. With the fashion shows, designers promoted a compelling ‘shop now’ message – more than ever. Proposals perfectly aligned to the pre-pandemic era, with no interruption regarding the lexicon.
On the other side, they are releasing interviews about sustainability. Some send ethical messages, eco-friendly references. Some others are talking about couture as a decisive strategy.
And so? What is the sense in that?
To make it clear, it is one way or the other.
Designers have to choose on what side they are on. A brand cannot produce tons of goods and then feel better because they select some sustainable materials. Or because they also have a couture line that, maybe one day, will save the world. In case the world shifts its direction for real. But, in the meantime, they push for over-consumption.
The choice is between overproduction or couture, mass-market versus lesser productions. It’s one or the other.
Focus on pure merchandising or conscious proposals, one or the other.
Empty marketing claims to show to the world how ethical or sustainable they suddenly became versus providing value and beautiful collections.
Again, between fostering the status quo or having the courage to start something new. It is one or the other.
They can’t have it both ways.
The two ingredients don’t fit on the same plate.