Smells like marketing

Fashion smells like marketing. Not creativity. Marketing.
It’s embedded into the product, making everything look the same. Brands united by a flat cloying language.

It would be interesting to understand why designers do everything except what they are supposed to do: create beautiful clothes.
There must be a reason for it.

After the fashion weeks, the Gucci Love Parade in Hollywood was yet another weird event, representing the many futile proclamations navigating the sea of marketing.

Some designers want to ban leather; if not, then they’ve always used synthetic materials to make their accessories (which is worse). Some others became a B-Corp but lost the beauty of their collections. Others tell us to buy vintage instead of new clothes.
Maybe those proposals have to do with a sustainable lifestyle, blindly giving the benefit of the doubt. But, leave good design aside.

Designers forget the purpose of their role.
Instead of doing their job – making beautiful clothes – they suggest alternative lifestyle strategies.

If you are a designer, you should have a vision and express it through your creativity. That is an opportunity to trace new pathways, inspiring others. But the issue is that clothes have no point anymore.
The design is not the focus of a collection, the chit-chat that surrounds them is.

Well, designers, the viable idea is to make much smaller collections. Reduce – a lot – the number of pieces and create a timeless aesthetic.

But please, put your creativity to work and make curated creations that reflect your visions.
We appreciate your lifestyle suggestions, but creativity is what we expect from you. All the other proposals have to come along with it. Otherwise, it seems like you have no ideas except marketing claims.

Wittgenstein said that “ethics and aesthetics are one.”

In the latest fashion proposals, apart from the questionable aesthetics, the supposed ethics smell like marketing. Just empty claims.

You can hire marketing gurus. But new ideas and creative designs are hard to find.