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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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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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Fashion Waste Visible From Space

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Atacama Desert: fast fashion’s disaster view via satellite


Fashion waste is now visible from space. Indeed SkyFi, an American startup that provides high-resolution satellite photos and recordings, has confirmed a giant pile of clothes in the Atacama Desert, Chile. And so, it happens that a piece of news released in 2021 is brought back, highlighting human inactivity and carelessness towards the waste we put out.

The Atacama Desert and the cost of fast fashion


The Atacama Desert, the driest desert in the world, is in Chile. Now it is an island of discarded clothing, including Christmas sweaters and ski boots, piling up in the desert. Indeed, Chile is a hub for secondhand and unsold clothing ending up there from all over the world. USA, Europe and Asia. Approximately 59,000 tons of garments arrive there every year. Clothing merchants buy part of it, but the majority, about 39,000 tons, end up in rubbish dumps in the desert. 
You can read our exploration here.

This is via the SkyFi website:
“The satellite image that we ordered of the clothes pile in Chile’s Atacama Desert really puts things into perspective. The size of the pile and the pollution it’s causing are visible from space, making it clear that there is a need for change in the fashion industry. Our mission to make Earth observation data easy and transparent is vital to identifying and addressing problems like this one.” 

Fashion industry vs change


On the one hand, it’s good to have another viewpoint on what is going on with fashion waste. That perspective about the earth from a distant observation is appalling. On the other, almost two years have gone by since the first news release, but nothing has changed over time. So, were we waiting for a satellite view to make a change?

The fashion industry, a capitalistic system based on the exploitation of people and the planet, has a huge responsibility. However, despite the giant pile of clothes being confirmed, CEOs will not change. The fashion system will not change. But people have the power in their brains and wallet.

Today is World Environment Day, and the big news is that fashion waste is visible from space! Are we waiting for a satellite view from Mars to start moving a finger? Or is it time to educate ourselves and have an independent thought?

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Fashion Waste Recycling

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An urgent issue every fashion designer must confront


March 18th was Global Recycling Day, highlighting the challenge of waste recycling, which is deeply connected to the fashion industry. As a matter of fact, recycling is crucial for a circular economy and circular fashion too.

These international days aim to raise awareness on important matters. Unfortunately, we celebrate something but tend to forget the issue the day after.

Fashion industry & waste


As widely highlighted in our previous posts, the fashion industry is part of the waste problem. According to Earth.org, of the 100 billion garments produced each year, 92 million tons end up in landfills. To give a prompt idea, this means that the equivalent of a rubbish truck full of clothes ends up in landfill sites every second.

Waste colonialism


Waste is a global issue. In fact, that is the byproduct of our economic system–capitalism. A structure based on overproduction and exploitation. However, the civilized global North has found a way to avoid facing it. We don’t want to see our garbage. And when confronted with problems, we prefer to ignore it.
So, how does the global north get rid of waste? By dumping the problem in the global south. In case you missed the news, please, read what happens in the Atacama desert in Chile. Or in Ghana, Africa.
As we can see, Northern countries, the rich and civilised ones, continue to perpetuate colonialism. Specifically, waste colonialism.

Recycling waste


“Global Recycling Foundation” promotes the idea of considering waste as an opportunity:

“Every year, the Earth yields billions of tons of natural resources and at some point, in the not too distant future, it will run out.
That’s why we must think again about what we throw away – seeing not waste, but opportunity.”

Waste recycling in fashion industry


First, in order to reduce waste, we need to consume less, much less! But also, we must find solutions for the tons of discarded clothing already shipped to Africa and Chile.

Most importantly, we expect every fashion designer and every company to do their bit and hold themselves accountable. Recycling and upcycling must become part of the plan for the fashion industry. Now.

There’s no time to waste!

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