changefashionindustry

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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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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Fashion Industry: A Dying Patient

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Why do brands insist on therapeutic obstinacy?


As the fashion industry prepares for the FW24-25 selling campaign amidst a myriad of challenges, it becomes increasingly evident that it is teetering on the brink of irrelevance, reminiscent of a dying patient. Despite being aware, industry operators persist in maintaining the status quo. This begs the question: are they awaiting a miraculous revival or resigned to an inevitable collapse?

The fashion industry operates within its own framework, dictated by seasonal trends and gender divisions. As suite123 boutique, these days, we’re accustomed to receiving updates on fashion brands, showrooms, and exhibitions worldwide for the Fall/Winter 24-25 season. Most, conveniently accessible online, minimising the need for extensive travel and promoting sustainability in our research endeavours.

Yet, it is evident that the fashion industry as a whole is grappling with profound challenges. Clearly, it’s in a state of extreme struggle. Moreover, this realisation permeates the industry, acknowledged by insiders who witness its struggles firsthand.

In such a climate, one might expect brands to conduct their business with a paradigm shift.

However, the status quo remains largely unaltered. In fact, there’s a reluctance to embrace change. No adjustments in how brands assemble, present and sell their collections. Also, no change in garment manufacturing processes, contractual agreements, or collaborative endeavours aimed at mitigating the decline of the fashion industry. No change in policies, no alternative pathways. None of that!

Brands persist in adhering to an outdated model, clinging to a production pattern characterised by overproduction. But, that production model based on overproduction has failed and proven unsustainable. Indeed, it is no longer suitable for our times.

Stagnation or evolution: can the fashion industry thrive by clinging to an outdated model?


So, the question arises: Can the fashion industry evolve while obstinately clinging to a failing paradigm? By insisting on pursuing an outdated failing model?

For genuine progress to occur, the industry must reconsider its approach, presenting a viable path forward. Therefore, move away from the unsustainable cycle of the overproduction model, corporate world, and unending growth. Adopting more sustainable and ethical practices such as producing items in response to demand, implementing made-to-order initiatives, reducing waste, and embracing circular economy principles.
In essence, the call is for a shift towards a more responsible approach to ensure the industry’s long-term viability.

As new FW24-25 season campaigns unfold, the fashion industry resembles a dying patient, teetering on the brink of irrelevance. However, brands persist in their therapeutic obstinacy instead of trying new strategies.

Perhaps it will take the complete demolition of the fashion industry for the voices advocating change to be heard. And for those trying to make a change to be finally seen.

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How To Change the Fashion Industry

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A few constructive ideas and basic principles for meaningful change


We discussed climate change as a direct effect of humans’ actions and the fact that the fashion industry plays a role in this. Also, that it’s impossible to avoid the impact of humans on the planet.

However, a vision of possibility opens up new opportunities. This is why we strive to find solutions and be a part of them. If we cannot avoid our impact, the challenge is implementing ways to limit it. How can the fashion system reduce its impact on the planet?

Ideas to change the fashion industry


Forget big numbers or large-scale productions
The impact that big numbers have on the environment is much higher. Therefore, they aren’t sustainable. Never!
Brands that sell clothing or other products made with sustainable materials but produce huge quantities aren’t sustainable.


Small-scale companies
Small manufacturers, brands, and designers are the future. Handcrafted smaller productions made with sustainable materials would create healthier production chains. Also, designers would make products for different market segments, from affordable to luxury. Small is beautiful, and it gives a long-term solution.

How to change fashion retail


Small-scale retailers offering a more focused and balanced selection can be part of the solution by ordering the number of goods they need and reordering during the season if they need more. Indeed, a made-to-order basis would be the best way to dismantle the overproduction system–a pattern that asks retailers for unrealistic budgets and causes huge unsold stock.

Less quantity, more quality


Less quantity ordered by retailers means higher quality–less but better. Also selling goods during the season. So no heavy discounts and no sales, but a well-balanced system that provides value, not exploitation.

In the end, small businesses can better adapt to change and have a more controlled production chain. In fact, we need to consider these points if we want to shift towards a sustainable industry.

Perhaps top brands will never accept a small-scale system because they wouldn’t maximise profit. Indeed, it makes capital accumulation more difficult. So it will be interesting to see how they will promote sustainability without addressing these crucial factors.

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Less is More

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What the fashion industry refuses to see


Less is more, is not about deprivation but value, a more attentive choice. A concept that, together with buy less, buy better – brings about a new awakened attitude focused on meaning. And so, an evolved lifestyle that privileges quality rather than quantity.

For people like us, who lived the pandemic as an eye-opening event and an opportunity to change because we had the chance to realise what we did to the planet, going back is not a possibility.

A lost opportunity


People attracted to the spotlights, influencers and celebrities did not have a crumb of this thought during this fashion month.
But we did, you and us. Indeed we are disappointed by the latest fashion shows and the massive number of outfits made for the new Spring/Summer 23 season. And we are disappointed because the industry missed the opportunity to mark a real change.

Less is more is a shift that the fashion industry cannot face up for a matter of mere interest. Fashion is in the hands of finance, and finance is all about money. Since we try to find better ways to inhabit the planet, therefore, how we live and consume, we question what we see. So we challenge the fashion system.

A less passive fruition of fashion


There are people bored by endless online catalogues or stores packed with items. It’s a niche driven by a less passive fruition of fashion and product consumption in general.

If you are part of this niche, driven by a more active engagement with fashion and product consumption, you refuse endless overconsumption as a lifestyle pattern. And you shift towards caring behaviour, so you want a thoughtful selection, fewer pieces made to last.

Less is more: evolved fashion #formodernhumans


Less is more creates space for new possibilities, a new approach that touches on our ethical, economic, and social views placing people and the planet first. It’s a different way of living, a higher purpose. Something that we share and can drive change. Which, in the end, is something bigger than ourselves.

The fashion industry cannot grasp this opportunity, but we can.

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