fashion industry

Couture: The Future of Fashion

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Crafting tomorrow’s wardrobe through quality, customization, and conscious production


On our journey to trace the future of fashion, Paris Haute Couture Week SS24 offers a chance to reinforce our viewpoint on the industry. What becomes evident is the link between couture and the sustainable paradigm needed to shape the industry’s trajectory.

SS24 Haute couture


Haute Couture for luxury houses serves as a mere reaffirmation of brand power. With an endless array of outfits, it appears evident that luxury brands – and the fashion industry as a whole – fall short of comprehending the essence of sustainability and adopting a long-term perspective.

This season, collections managed to break away from monotony. Gaultier by Simone Rocha impressively redefined the designer’s DNA, while Chanel exuded loveliness. The Gallianification of Margiela seemed finally completed. Beautiful, but no trace of Margiela anymore, if not for some tabi or the logo. Yet, it’s Pierpaolo Piccioli for Valentino, who earns the title of a true couturier, always impeccable in his superfine tailoring and magnificent creativity.

However, among the most elaborated and creative silhouettes typical of Haute Couture, more clean and perfectly tailored pieces completed the collections. Which translates into timeless, meaningful garments for everyday style. In fact, beyond the glamour, Haute Couture provides an opportunity to reflect on the future of fashion.

Couture & sustainable fashion


In its essence, couture means made-to-order garments of impeccable quality produced in limited quantities. Therefore, it inherently embodies sustainability. In this tailoring realm, quality takes precedence over quantity, focusing on the meticulous creation of timeless pieces that embody the ethos of minimalism.

Specifically, this sustainable essence of couture is a pattern that represents the future of fashion.

At its core, couture’s commitment to made-to-order garments, crafted with unparalleled quality, shatters the notion of disposable fashion. The bespoke nature of these creations allows for customization, fostering a connection between the wearer and the garment that transcends the fleeting trends of fashion.

Indeed, by opting for fewer pieces produced in limited quantities, artisanal production aligns with conscious consumption. It’s a departure from the relentless pursuit of newness. And a testament to the idea that true luxury lies in the careful curation of one’s wardrobe. Less but better.

As we trace the steps and missteps of fashion brands, one aspect becomes apparent. The future of fashion lies not in the mass production and fleeting trends but in the intentional creation of timeless pieces that endure beyond seasons. Couture serves as the vanguard and back to the past, revealing tomorrow’s wardrobe through quality, customization, and conscious production.
A blueprint for a fashion industry where sustainability and style seamlessly coexist.

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Behind the Seams: Fashion Industry & Forced Labour

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Understanding the joint roles of brands and consumers


Let’s delve “behind the seams” to unveil the link between the fashion industry and forced labour. The connection is robust, a topic often discussed yet incredibly overlooked by consumers despite the information.

In a recent post, we exposed the symbiotic relationship between luxury brands and fast fashion, both operating within the capitalistic framework. Today, we peel back another layer, examining recent cases.

Behind the seams of luxury brands


First, we happened to read a BOF post: “Luxury brands lag on efforts to reduce forced labour.” Reduce? But isn’t it appalling that brands discuss reducing forced labour instead of eliminating forced labour? By the way, the graphic in the attachment gathered luxury brands and fast fashion brands. All the most popular ones! (see it here).
Second, these days, the news reported the case of Alviero Martini. The company is under investigation for starving wages.

These two elements confirm our thesis: luxury brands and fast fashion share the same pattern, just for different pockets. But, above all, they highlight how deeply this issue is rooted in the fashion system, revealing it as a consolidated practice to maximise profit.

Also, it is interesting to notice that luxury brands often blame fast fashion while hiding their practices that are no different! Luxury brands exploit people’s work precisely as fast fashion does. Whatever the “made in” label says.

According to “Knowthechain” – a non-profit organisation:
“Today, an estimated 24.9 million people around the world are victims of forced labour, generating $150 billion in illegal profits in the private economy.”

Forced labour & modern-day slavery


Forced labour refers to individuals compelled to work against their will, under threat of punishment or coercion. In other words, individuals suffer exploitation as they are deprived of their freedom, coerced into labour without fair remuneration, and subjected to conditions over which they have no control. Forced labour can take various forms, including human trafficking, debt bondage, and other forms of modern slavery, and it is a violation of fundamental human rights as well as international labour standards.

Although condemned and prohibited by national and international laws, the practice is widespread. What’s worse? People, through their purchases, endorse this despicable system.

The fashion industry has no moral fabric, just as individuals who ignore the issue despite the available information.

Are you willing to shut your eyes when buying a logoed bag?
Did you know there’s an alternative? Small, independent brands offer luxury handbags with the finest materials, quality and skilled craftsmanship, all at just 1/3 the price of a branded bag. But while the logoed ones may be easy to sell, only a niche audience can appreciate true quality.

Your decisions as a consumer can shape an industry that values humanity over profit. Don’t compromise ethics over status.

What happens “behind the seams,” the dark connection between the fashion industry and forced labour, is extensively covered in the media. Read, share, and take action. But do not close your eyes. Ignorance is not an option; it’s time to confront the truth.

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Takeaways from Men’s Fashion

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Decoding Fall/Winter 24 menswear & gender neutrality


Here are our takeaways from Men’s Fashion Week in Milano and Paris. Let’s decipher the latest shows and presentations in the evolving landscape of men’s fashion and genderless designs.

No age boundaries with mixed-age models


Finally, the myth of eternal youth and perfection is questioned, and the idea of making fashion accessible to all ages conquers the runways. In fact, those who appreciate concepts like quality or tailoring aren’t typically young people. While the youth are too immersed in showcasing brands, some middle-aged individuals with unique styles value niche fashion over a big logo. Addressing independent thinkers directly through fashion shows gets straight to the point.

White for winter


Trousers, blazers, coats, knitwear or shirts in candid, pure, soothing white. Not only in wool but also in cotton. A kind of spiritual take. Specifically, the juxtaposition of white cotton garments with wool blazers emerged as a modern and effortlessly cool style. Although we know it’s not easy to sell, we adore it.

Punk fusion


Punk aesthetics took centre stage with elements such as zippers, leather garments, checks, stripes, and shoes featuring chunky soles. The revival of punk style, when blended with tailored clothes, creates a sublime and edgy fusion. It seems like punk never dies!

Genderless fashion & fluid identities


Silhouettes and styles are undeniably more fluid; identities on the runways are less defined. Moreover, men’s and women’s designs coexisted seamlessly in the same shows. The sense of sharing clothes is ingrained in our DNA, and we appreciate this style. However, despite embracing genderless fashion, the question arises: why maintain separate men’s and women’s fashion weeks? The potential for unification, discussed during the challenges posed by Covid-19, seems to have dissipated. Some, like Sacai, clarified their stance by naming the show: “Men’s Autumn/Winter 24 & Women’s Autumn 24.” But what’s the point of a double women’s show for an industry that strives for sustainability? Clearly, the industry’s commitment to sustainability remains inconsistent.

Conclusion


In conclusion, in light of our takeaways from Men’s Fashion, it is clear that the industry is grappling with a paradox: actions don’t align with principles. In fact, the industry talks about timeless fashion while being a sales-driven system. Promotes genderless fashion but maintains separate shows. Ultimately, it discusses sustainability but cannot stop revealing its inconsistency. To move forward, the fashion industry needs a more coherent and progressive approach.

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Fashion for Unstable Times

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Men’s Fashion Week in an industry seeking for direction


In the past, the concept of fashion for unstable times held a promise of the future. Now, that promise is shrouded in further uncertainty, casting a shadow of disorientation upon an industry that appears adrift.

From Milano, the men’s fashion journey continues in Paris, leaving us to ponder the industry’s quest for new dynamics. In the ever-evolving landscape of the fashion system, the search for direction is more pronounced than ever.

Men’s Milano Fashion Week witnessed a notable return to the classics. However, beyond aesthetics and communication, the undercurrent of turbulence in the industry was tangible.

Fashion industry: a field in profound transformation


Brands are undergoing a thorough reassessment, especially in terms of their structures. Indeed, the fashion world, whether in Milano or Paris, is immersed in a profound transformation. Maybe not even brands comprehend the magnitude of this change. In fact, despite the uncertainty, most of them continue flooding the market with new products, clinging to the notion that quantity begets success.

However, there’s a sense of bewilderment surrounding the industry’s decisions. Take, for instance, the trend of hiring musicians as fashion designers. Yes, we are talking about Pharrell Williams. One cannot help but wonder, what is the message behind appointing a musician as a fashion designer? How does the far-west Vuitton concept align with its traditional narrative?

Among the ambiguity, some designers stand out for their attempts to convey a message through their creations. For instance, Yohji Yamamoto portrays people of a certain age or unique young individual (like Wim Wenders and Hannah O’Neil). It’s as if he’s saying, “This is my audience.” In these subtle nuances lies an attempt to redefine the boundaries of fashion and challenge the conventional norms.

Unstable times: fashion seeking for direction


Whether it’s a return to classics in Milano, avant-garde choices in Paris, or unconventional appointments in the fashion design realm, the industry is in a state of flux. And the search for direction stands out among brands that seem lost.

As we navigate through fashion in unstable times, one thing is clear: change is inevitable. However, the extent of the current change is not yet understood.

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A Shift Towards De-influencing Fashion

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Men’s Milano Fashion Week: a new direction?


In a notable turn of events, Men’s Milano Fashion Week has revealed a shift towards de-influencing fashion.

During the three-day event, we noticed a decrease in the prominence of social media influencers. This shift appeared to be an attempt to redefine the role of fashion influencers, suggesting a potential change in the industry’s dynamics.

Yet the “pandoro gate,” which involved Chiara Ferragni (read more here), appears to have prompted a reconsideration of brand strategies. So far, whether brands liked influencers or not, they felt compelled to invite them. Now, something has changed.

Distinguishing two influencer categories


Examining the influencer landscape reveals two categories:
1- traditional celebrities who attain fame through acting, music, or wealth (they are just rich, so they automatically ascend to that state).
2- social media celebrities who build their public personas through continuous self-representation. They employ tactics to grow their audience, such as the unnerving follow/unfollow, bots or purchasing followers (even fake accounts).

Historically, the fashion industry maintained ties with conventional celebrities, although navigating their involvement with different rules. However, brands seeking cost-effective alternatives to traditional endorsements contributed to the rise of influencers – social media celebrities. Most importantly, this phenomenon transformed fashion into a carnival show and, in some instances, portrayed it as a vocation for those without substantial merit.

A shift in focus at Men’s Milano Fashion Week


The recent Men’s Milano Fashion Week has showcased a departure from the influencer-dominated scene. Shows like Prada and Dolce & Gabbana shifted the spotlight to traditional celebrities – actors, musicians, and rich kids – sidelining the ubiquitous Instagram influencers. No Instagram fluff!

While the “pandoro gate” may have played a role in brands reassessing their associations, it is evident that the symbiotic relationship with social media influencers is undergoing scrutiny. Brands, once content to profit alongside the “insta-fluff” phenomenon, now appear more discerning.

We have always been curious about why people buy products based on influencer recommendations, knowing they get paid to promote these products. Essentially, people contribute to fund their luxurious lifestyles by purchasing sponsored products. Just why? Aren’t they capable of independent thinking?

De-influencing fashion: the impact on audience dynamics


The strategic decision to feature traditional celebrities over showy influencers at Men’s Milano Fashion Week revealed a perceptible transformation in the event’s ambience. The shift towards established figures lent an air of sophistication to the audience, aiming to elevate the overall atmosphere. Also, it paved the way for a revitalised focus on the garments themselves.

With the spotlight redirected from ostentatious personalities to the garments, the runway presentations assumed a more cultured and nuanced tone.

A deliberate departure from the influencer-centric narrative would contribute to reviving an appreciation for the sartorial value and creativity that often take a backseat amid the fluff of social media-driven communication.

But is this shift towards de-influencing fashion a calculated, long-term strategy or a momentary pivot? Will it extend to Women’s Fashion Week?

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