milanoboutique

Do you know what timeless fashion really means?

The concept of timeless fashion, beyond the buzzword, is misleading. It’s one of the many empty claims you hear everywhere. Unfortunately, when you put together fashion and marketing, the risk of pointless shit is pretty high.

In brand profiles and social media, you read about clothes sold as timeless, but the misinterpretation is clear. For instance, brands or retailers describe the features of their magnificent timeless garments to introduce discounts! So, is that the point of timelessness? We don’t think so! On the other hand, people cannot understand that, even if from the previous season, meaningful pieces aren’t outdated. There’s value in good design and quality.

At first, timelessness in the fashion field may seem like a contradiction because fashion is about periodic changes. But these changes have become so frequent that the industry is out of hand. Indeed, it makes sense to go back to past times when a made-to-last vision prevailed. Timeless guides us towards an evolved mindset facilitating a sustainable lifestyle.

The impact of fashion and textile overproduction on climate change is tangible. Unless you still choose to ignore it. Lately, the industry has moved from fast to ultra-fast fashion, generating mountains of waste. And so, timeless is our way out. It represents the possibility towards a conscious lifestyle. In fact, by refocusing our shopping habits, we contribute to limiting the disasters we have made so far.

But what does timeless mean?

Items lasting forever! Something that is timeless does not change as the years go past.

Therefore, the timeless design doesn’t change completely season by season. Items are classics. And classics are made to last: higher quality and good design. And so, heavy discounts on these products aren’t consistent.

Finally, refocusing on a caring and evolved attitude should also help you to change your vision of “new.”
Timeless design is the opposite of disposable fashion. And has nothing to do with a compulsive desire for novelties, destructive behaviour that doesn’t understand the value of garments and work. But it is just a frenzy reaction to a consumerist society.

So, forget empty marketing claims. We don’t search for convenience, but we search for worth. Beyond the buzzword, this is what timeless fashion means: meaningful garments with no expiry date!