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When Will You Start Sales? Never!

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Sales and sustainability don’t play well together–and why it matters


When people ask: when will you start sales? We reply: never. No sales here! Buy less but better over the season! And it’s easy to understand the point: other than an illusory short-term fix, sales don’t solve any problem. Intentionally neglecting the big picture, they contribute to exacerbating the exploitative system.

The need to change seems a shared belief. And it’s interesting to hear people in the fashion industry and consumers, too, talking about the urgency of it.

After all, it’s nice to keep playing the same game expecting something to change. Isn’t it?

The un-sustainability of sales


We all participate in the exploitation game traced by an economic system that led the world to destruction. But we just prefer to ignore it.

Flooded by overproduction, the market is exploding. And the majority of these garments are made by people who cannot afford to cover their basic needs. Fashion production is so excessive that it has a tremendous impact on the planet in terms of carbon emissions, waste and labour abuse. Retailers, for their part, inflate prices in anticipation of the inevitable question: “When will you start sales?”
But this system is not sustainable. So it’s time to make different choices, even if unpopular choices.

The sustainable solution


If everyone had a fair wage, we wouldn’t feel the need to constantly lower prices—a practice that has eroded quality standards. Clothing and accessories could maintain a more reasonable price range year-round. ‘Less but better’ would be the solution. Now, that’s sustainable fashion!

But the news says retailers are optimistic on sales. Optimistic? For what? Is a bargain worth a burning planet?

As a small retailer operating for over 17 years, we don’t want to be part of this global exploitation. Indeed we chose to cut the quantity we used to buy. Our fashion selection is essential, in a limited number of pieces, plus a made-to-order service. That is to ensure unicity and be as much as possible sustainable.

There’s a brilliant quote we found on the web:

“We ignore truths for temporary happiness.”

Unknown


In our contemporay context, sales are a way to ignore the truth. But difficult moments need radical choices.
So why don’t you stop being part of this game?

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The Anachronism Of Sales In A Collapsing World

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Markdowns, sales and sustainability


In a collapsing world, the anachronism of sales, expression of a system of overproduction and excessive waste, should raise eyebrows. Indeed markdowns are a short-term win inadequate to the current situation. In the view of making fashion a sustainable industry, aggressive discounts and sales aren’t a consistent plan.

Overproduction is the primary cause. Producing too many clothes doesn’t make sense anymore. Furthermore, a system that needs constant discounts to push people to purchase more than they need is a rotten system. Overproduction and overconsumption: one triggers the other. But if we want to make fashion sustainable, we should break this pattern.

Sales for high-income


High earners still rely on overconsumption and also markdowns to satisfy their need for novelty. In fact, they have learned nothing from the latest events. Therefore, the conclusion is that they simply don’t care about the impact their actions have on the planet. So, fashion brands throw the bait, and those people buy whatever comes out, proud to show their higher status.

Low-income consumers


For lower-income consumers, the situation is different, but the push to overconsume remains the same. Indeed, affordable prices give the illusion of richness. And rather than shopping for quality vintage or “less but better” clothing, they shop for discounted items. Feeding up the throwaway culture that thrives thanks to unaware people.

Most importantly, there is an excessive supply, too much of everything, so high and low spenders don’t value the craft work anymore, the art of making quality clothes. There’s no understanding of this process. In fact, the masses think garments should be cheap and disposable.

The anachronism of sales


It’s impossible to match what needs to be done to keep the planet habitable and what the economic system (capitalism) needs to preserve itself. The choice is one or the other.

Although sales are an anachronistic expression of a system that failed, the cycle restarts happily season by season. No matter if the world is on the brink of collapse.

Fashion brands, retailers and consumers are not interested in having a positive impact and making a change. If the fashion industry doesn’t change, most consumers aren’t interested in doing so either.

So people, enjoy your winter sales. Your temporary illusion of joy is served this season again!

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The Vivienne Westwood Legacy

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What can we learn from the iconic fashion designer?


Our first post of the year is a tribute to Vivienne Westwood, one of the most revolutionary figures in the fashion system. Sadly, the iconic fashion designer passed away on December 29, aged 81.

Also known as the queen of punk because she started her career in the seventies with her punk designs, Westwood was consistent with her style throughout her life.

Instead of retracing her influential career, we prefer to focus on what made her unique, highlight her legacy and explore what we can learn from it.

What is peculiar is that her fashion wasn’t the expression of finance but reflected her free creativity and values. Most importantly, she worked for something bigger than fashion. Indeed, she used her voice not only to make clothes but as a platform to raise awareness, fight climate change and support human rights.

Vivienne Westwood and sustainable fashion

“Buy less, choose well, make it last. Quality, non quantity. Everybody’s buying far too many clothes.”

Vivienne Westwood

The above quote is the base of sustainable fashion and the essence of an evolved style. But also, it is the guiding principle for a sustainable lifestyle.

First, “buy less!” – nothing is more sustainable than this. So, reject the obsession with novelties and become a selective, conscious consumer. Reducing the number of pieces we purchase means taking only meaningful garments.
Second, “choose well” – pay attention to quality and design. So, learn to discern good quality from the rubbish, which we don’t have to support necessarily.
Third, “make it last” – love your clothes, and learn to take care of them properly. Also learn to mix and match them, as beautiful pieces are never inappropriate.

However, here you can understand the inconsistency of the fashion industry. Indeed, fashion brands talk about sustainability but put into production tons of new items every season. Not to mention fast fashion brands, who release new clothing pieces every week!

Westwood: a legacy to grasp


Being a political and environmental activist, Vivienne Westwood recently said: “Capitalism is a crime. It is the root cause of war, climate change and corruption.”

But, aren’t the same top brands part of that capitalistic game?

We can learn a lot from someone who worked with such a passion and has never conformed to the standards. Or to the logo obsession we see today. The Vivienne Westwood legacy shows that fashion without a vision is nothing. Therefore, sustainable fashion without ideas and without good design is just marketing. Another business added to the many other ones already existing.

In short, the power of unpopular ideas stands out. Will any young designer grasp this legacy?

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2022: A Year In Fashion

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Looking back at the moments that defined fashion this year


Looking back at 2022, it seems that this year in fashion went by without any tangible sign of change. Indeed, retracing the events and analysing how brands run their businesses, everyone went happily back to normal.

Fashion advertising


Advertising released catchy stories creating a bubble that depicted a universe disconnected from reality. Over the 80s and 90s, the context promoted superstars, but now that ostentation is pointless and not appealing.
As regards the filed of marketing, forget sustainability, it’s all about greenwashing.

2022 in fashion design


From a design perspective, less but better was supposed to be the guiding principle to help the industry move forward. A clean and more focused fresh restart after the pandemic. But it seems that message has not been taken seriously by fashion brands. Perhaps it was something nice to say during a tiring moment, a way to move with the flow. Indeed, we witnessed a setback during the last fashion shows.

Furthermore, now that celebrations and parties are back, sequins and cheap fabrics are everywhere, again. Just looking at the pictures on social media or advertising on tv, the poor quality of the materials is the first thing you notice.

There’s no escape! The imperative of cheap clothing, accessible products that give the illusion of richness, is still very strong.

Fashion industry in 2022


Likewise, fashion companies have set up no measures to reduce the impact on the environment. Also, considering working conditions, we are far from giving workers decent wages.

From luxury brands to fast fashion, the rules are almost the same. And the difference between one or the other segment is just a matter of spending power. By the way, fashion is in the hands of finance, big groups pursuing perpetual growth. Therefore, overproduction which in turn fosters overconsumption. And, this toxic practice is always at the heart of the fashion business.
The industry is immersed in a consumerist culture exploiting people and the planet without no understanding of the scale of destruction it carries around. And no will to change.

2022, has been another tough year in fashion. In fact, throughout the year, we wrote a lot about the need for a different way of operating the fashion business, but perhaps it was naive to expect it for real.

Nevertheless, we’ll continue working in fashion, focusing on quality, good design and uniqueness—prioritising what truly matters, and always in limited quantities.

#formodernhumans

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The Layered Mesh Skirt by Marc Le Bihan

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Marc Le Bihan danseuse inspiration: unique fashion beyond trends


Today we introduce The Layered Mesh Skirt by Marc Le Bihan.

The danseuse skirt is a statement tulle skirt that will improve your Fall/ Winter style. The design inspiration goes from Degas dancers to a touch of gothic chic. It is a piece of impeccable tailoring, which is the expression of timeless fashion beyond any trend. Indeed, Marc Le Bihan‘s design refuses trends and their transience. Therefore, purchasing his clothing is a matter of choosing valuable pieces, beautifully unique and made to last. Indeed, you’ll wear them for a lifetime.

Don’t miss the interview with Marc Le Bihan here!

Discover The Layered Skirt by Marc Le Bihan


About the design
The handkerchief hemline of the skirt highlights the asymmetric silhouette. Also, three mesh layers overlap, plus lining. Tone-on-tone grosgrain ribbon emphasises the waistline. Back zip fastening. Thanks to the perfect design, the fit is absolutely flattering. Indeed the skirt falls with good fluidity, avoiding a puffy effect.

The Layered Mesh Skirt
The Layered Mesh Skirt – Marc Le Bihan

About the material
The mesh is polyamide. Lining 100% silk.
Most importantly, Marc Le Bihan dyes different colours by hand in his atelier in Paris.

About the colour
Dark red: a dark tone of red, intense and powerful. The image is sophisticated and chic. Mark Rothko, the abstract expressionist painter, frequently used this colour.

Laundry
Dry clean only. Cool iron.

Styling tips
The Layered Mesh Skirt is a unique garment that will make you stand out. You can wear it with black leather ankle boots, a wool sweater and a coat for your day-to-evening outfits. Or with a leather jacket and Converse, too. Do you have any special occasions? A Christmas party or End of the Year’s Eve? Wear it with a silk top, a mannish blazer, and elegant shoes.

Order now: International shipping available


We are based in Milano, but we ship our niche fashion selection #formodernhumans everywhere.

Drop us an email or WhatsApp for any further information. Also, you can book your private shopping experience – physical or via video call. We’d love to help!

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