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The Game of Musical Chairs and its Impact on Consumers

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Fashion reshuffling: an industry lost in translation, struggling to grasp the change


As 1Granary shares their Halloween-themed take on “Creative Director Musical Chairs,” the game of musical chairs in fashion, we felt it was the perfect moment to revisit our original blog post from July 29, 2024 – covering this topic.

These days, we are witnessing a fashion reshuffling, a game of musical chairs that mirrors the unserious behaviour of politics. Indeed, by hopping from chair to chair, trying not to lose visibility or power, fashion imitates politics.

The turbulence of fashion creative directors’ reshuffling


Recent news reports that Peter Hawkings is stepping down from his role at Tom Ford, Galliano will exit Margiela next autumn, and Virginie Viard has just left Chanel. Where are they headed next? Here and there, come and go. The industry is abuzz with speculation. In fashion, as in politics, enjoy the game!

This excessive mixing has significant effects: brands lose consistency, and consumer trust erodes. In fact, the original design codes and unique DNA that identified each Maison become blurred, making the brands look all the same. But egos are bigger than ever in the fashion industry. And so, keeping the chair – whatever it is – is the ultimate goal for designers.

Entering the era of creative directors frequent changes


It seems we are entering an era of frequent changes in fashion Maisons. This constant reshuffling and the game of musical chairs is becoming the norm. While a designer moving to a new brand might result in a short-term revenue boost, in the long run, brands lose consistency and integrity, risking their image. But for many designers, this game is the lifeblood of their egos.

However, the market for luxury goods is slowing down. Even strong brands and corporations struggle mainly because of the declining demand from Chinese and US clients. Additionally, a probe has linked brands such as Armani and Dior to sweatshops. Of course, they are not the only ones exploiting labour. Sadly, the practice is familiar to modern corporations. So talking about who goes where is the easiest way to avoid discussing these fundamental issues.

In light of this, we wonder: can the CEOs feel the deep change occurring in the fashion industry? Can they sense the earthquake shaking the foundation of a fashion system that has lost its way? Is it possible that consumers are realising luxury is no longer what it once was?

Creative directors & the game of musical chairs


In conclusion, to combat the industry’s slowdown, fashion houses are increasingly relying on the vision of creative directors, leading to frequent rotations at the helm of major Maisons. However, this fashion reshuffling addresses only a symptom of a much deeper issue: the loss of luxury’s true essence and the collapse of an outdated and inflexible system. 

Ultimately, can the industry believe that this game of musical chairs will resurrect the fortunes of its once-glorious past?

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Italo Calvino On How to Break Free from Mass Conformity

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Embracing individuality: fashion’s path to authenticity


Italo Calvino offers poignant words that inspire a much-needed shift on how to break free from mass conformity. To foster genuine change in the fashion industry – and life at large – we must begin by embracing individuality, as Calvino suggests in “The Baron in the Trees.” In a world where fashion is driven by fleeting trends, mass production, and exploitation his message resonates now more than ever.

“To have genuine, constructive relationships with others, it is necessary to become individuals.
One becomes an individual by deepening self-knowledge and staying true to one’s internal rules, personal code of values, and style.
One must allow their singularity to emerge, even at the cost of appearing eccentric.
This is the way to escape rampant conformity, massification, and the acceptance of predefined behavioural models.”
— Italo Calvino, The Baron in the Trees, 1957

Although this quote is often attributed to Italo Calvino, it does not appear in any of his published works. However, it represents a reworking of themes that Calvino explored in his writings, such as individuality and detachment from conformity. Themes also explored in The Baron in the Trees.

Italo Calvino – individuality over conformity


Calvino emphasises that to have authentic connections with others, we must first become individuals by deepening our self-knowledge and staying true to our personal values. This approach applies even to fashion, where true style emerges when we align our clothing choices with our identity rather than conforming to external pressures. Fast fashion and trend cycles, driven by algorithms, push people into wearing what everyone else does. Yet, as Calvino suggests, allowing our uniqueness to surface – even if it makes us seem eccentric – helps us escape the massification of behaviour.

Fashion & self-knowledge


Fashion should be an extension of who we are, not what is dictated to us. Instead of accepting predefined trends, we can make conscious choices. So, we can build a wardrobe based on timeless, thoughtful pieces that reflect our personality. In this way, fashion becomes an act of self-expression and a rejection of the overproduced, disposable culture dominating the industry.

Escaping the massification of fashion


Italo Calvino urges us to reject conformity and embrace the courage to live – and dress – authentically. By doing so, we shift from passive consumers to conscious creators. So, we foster a more meaningful, sustainable fashion landscape where individuality is celebrated over uniformity. 

Inspiration for change


Ultimately, the wisdom of Italo Calvino inspires a break from mass conformity. In fact, a commitment to individuality and authenticity can disrupt the culture of consumerism. And it paves the way for a more thoughtful and sustainable way of living.

In fashion, as in life, the path to freedom lies in staying true to oneself with respect for others and the planet.

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Reshaping Fashion: Vision over Products

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How to overcome the confusion in the fashion industry


Reshaping the fashion industry – both its present and its future – means prioritizing vision over products. This is exactly what we strive for through our curation of meaningful garments, where purpose and design take precedence over fleeting trends.

Many voices call for change in fashion, yet few take meaningful action. Meanwhile, news constantly remind us of the luxury sector’s struggles, while fast fashion continues to expand. Luxury brands, in an attempt to stay relevant, have compromised their integrity by mimicking fast fashion’s playbook, while fast fashion seeks legitimacy through high-profile collaborations and glamorous campaigns.

The result? A tangled web of confusion, felt by both industry professionals and consumers alike.

In truth, we believe most luxury brands are in dire straits – they’re burnt out. The relentless focus on financial growth over creativity is glaring. Prices continue to climb without justification, while quality steadily declines. Yet, fast fashion is certainly not the solution. Its exploitation of labour and environmental destruction is well-documented, and the planet is already drowning in disposable, low-quality clothing. We don’t need more of this.

That’s why we’re unafraid to stray from the conventional paths, as both models – luxury and fast fashion – are failing. Instead, we’ve created our own set of rules for people like us. Those who recognize it’s time for a change. Those who refuse to be swayed by logos or branding. So, those who reject throwaway fashion and value fewer, well-made, timeless pieces that are made to last.

suite123: vision over products


When you shop at suite123, you’re not just buying fashion – you’re embracing a vision over meaningless products. Our curated selection represents thoughtful design, premium fabrics, and a timeless aesthetic. Each piece is produced in limited quantities, crafted with respect for both people and the planet.

By choosing us, you reject fleeting trends and support independent designers who are redefining the fashion industry with integrity and purpose.

Reshaping fashion is about choosing vision over products, quality over quantity. Meaning over excess.

Join our mission – reshape fashion with us. Shop at suite123!

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Levi’s Commercial and Contemporary Feminism

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Women, are we really progressing?


Levi’s latest commercial prompts reflection on contemporary feminism. In it, Beyoncé walks into a laundromat, strips off her jeans, and tosses them into a machine, remaining in a white culotte before sitting down to read a newspaper. This strange flashback raises questions about how commercial narratives align with modern feminist ideals and the broader cultural discourse on gender equality.

1985: Levi’s and the iconic spot


For those who grew up in the ’80s, this scene instantly brings to mind another iconic Levi’s commercial from 1985. Do you remember it? Set to Marvin Gaye’s “I Heard It Through the Grapevine,” a strikingly handsome boy with dark, Elvis-like features walks into a laundromat. He calmly strips off his Levi’s 501 jeans and T-shirt, staying in nothing but his boxers, and reads a newspaper, unfazed by the people around him.

1985 Levi’s 501 commercial – Nick Kamen

This commercial didn’t just sell jeans; it catapulted the model, Nick Kamen, into the spotlight. He caught the eye of Madonna, who produced his 1986 single, “Each Time You Break My Heart.” The song became a hit. Tragically, on May 4th, 2021, Nick Kamen passed away at 59 after battling a long illness, leaving behind a legacy tied to an era of advertising that shaped cultural perceptions.

However, 1985 was Nick Kamen’s year. But that Levi’s commercial became iconic because it subverted expectations.Instead of the tired stereotype of a woman undressing, we finally saw a man. And what a man! Now, fast forward to 2024, and what do we see? Once again, the same old stereotype: women stripping off their clothes. Some evolution, right?

The new commercial and modern feminism


Apparently, Levi’s latest commercial embodies the contemporary version of feminism: a vision where naked women symbolize freedom, liberation, and empowerment. But is this really progress? Women’s portrayal feels more stereotyped than ever. When it comes to dressing – or undressing – this so-called freedom seems suspiciously aligned with what pleases the male gaze.

So, what are we really talking about here? Liberation and empowerment? Or is something more insidious at play? Does a woman’s worth still hinge on her nudity? Or are we still boxed in by cages of hair, makeup, plastic faces, and impossible body standards? If so, it hardly feels new. It’s the same old story, revealing more about patriarchy than it does about fashion or modern feminism.

Yet, the reality is so cleverly manipulated that we’ve been convinced this is about women’s power. But is it?

In fact, contemporary feminism, as reflected in the latest Levi’s commercial, offers little that’s new or empowering for women. Instead, it’s a step backwards. Perhaps we should revisit the ’80s, when it was a sexy man, not a woman, taking off his jeans.

🖤 Dive into our latest post, and don’t hesitate to reach out. You can comment here below (just register first), or drop us an email or WhatsApp. We’d love to hear from you! Whether you have questions, feedback, or just want to say hello, we’re all ears. 

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Fashion Retailers: Part of an Industry Unwilling to Change

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Challenging the status quo for a sustainable future


Today, fashion retailers are part of an industry that continues to uphold a culture that fiercely defends the status quo. Specifically, fashion retailers contribute to this stagnation, showing little interest in exploring new, innovative ways of operating their businesses.

Profit remains the guiding principle of the fashion industry. This relentless focus blinds it to the true cost of doing business: the exploitation of labour and natural resources. Ethical practices take a backseat, as they don’t align with profit-driven motives. In fact, respectful work doesn’t generate massive returns; only extraction and exploitation do. But in this race for profit and growth, the system is falling apart.

The role of fashion retailers


In this unstable context, the role of retailers becomes particularly intriguing to examine. Despite ongoing conversations with industry peers, we see no signs of change. There’s no intent, no effort to try something different. Retailers, facing declining sales and increasing store closures, feel trapped in a vicious cycle. Believing they have no alternatives, they continue ordering excessive stock and relying on heavy discounts. But these actions only fuel the system that’s contributing to their downfall.

Following the system may seem like the path of least resistance for now, but it’s clear that the system is broken. Corporations, brands, retailers – they all know it. Yet by conforming to these failing norms, they accelerate the industry’s downward spiral.

Amidst this turmoil, brands, retailers, and all industry players must make a concerted effort to grasp the complex realities shaping today’s market. The luxury sector, for instance, finds itself in a state of stagnation. The niche clientele that supported independent brands in the ‘90s and early 2000s has dwindled to near extinction. Today, both affluent and less affluent consumers gravitate toward cheap, disposable fashion.
Is this a temporary shift? Or have people’s attitudes toward fashion fundamentally changed?

Fashion retailers vs change


If overproduction was already senseless, now in the face of the climate crisis, it’s even more absurd, as consumers are no longer willing to buy these products. So why are fashion retailers still unwilling to change their buying practices? Why do they ignore small independent brands focusing only on those who produce huge quantities?

The question is no longer if the system will collapse. It seems we’re already on the brink. The real question is how much longer we – fashion retailers, brands, the industry – will prop it up before embracing the change that’s urgently needed.

🖤 Dive into our latest post, and don’t hesitate to reach out. You can comment here below (just register first), or drop us an email or WhatsApp. We’d love to hear from you! Whether you have questions, feedback, or just want to say hello, we’re all ears. 

Let’s start a conversation!  #formodernhumans

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