Discover more about fashion research
Hunting for the special ones – unique brands for people who want more from fashion is what drives the passion for research by enhancing it. Dates and exhibition places are more or less the same, but the sense of discovery is much more engaging.
Mainstream fashion and its limelight are just one part of the industry. But out of the dominant narrative, there’s a more hidden universe that you have to dig a little to find. It is a microcosm made of true passion, hard work and unconventional designs. A fascinating universe that delivers profoundly valuable garments having the feel of niche or cult fashion. Not for everyone.
By the way, more hidden doesn’t refer to the insiders but to a larger audience, the final customers. They rely on social media as the only source of information, their only bible. Therefore, their knowledge is shallow. Indeed, they are brand oriented or taken from fast fashion but lack a deeper understanding of design and quality.
Being radically different, these cult brands do not follow trends. In fact, they represent a counterculture escaping from marketing labels. And precisely because they don’t want to be pigeon-holed, classified, and placed into boxes with a trendy label stamped outside.
Most importantly, they let their products talk – with excellent quality fabrics, tailoring, artisanal workings, limited productions, and experimentation. It’s an act of meaning: they deliver beauty and uniqueness. Timeless quality and value.
Also, one more factor: almost no advertising. In fact, the special ones run away from algorithms too. Which contributes to making them more fascinating.
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