Fashion weeks and research
Critical thinking #formodernhumans
Fashion weeks used to offer ideas for doing research, highlighting details worth considering to put together and defining a specific selection. So it was in the past.
And so, these days, we keep an eye on the international events, from New York to London and now Milano. Of course, Paris and Tokyo too. But so far, we are perplexed about what we see.
Fashion weeks vs change
Indeed, the discussion on changing the industry, which was so popular during the pandemic, has disappeared from the scene.
It seems that the fashion industry is an enormous system that doesn’t know how to renovate itself. And so, brands keep up with the same thing they used to do.
Even the language feels boring, like an out-of-tune mantra. And you realise that words like sustainability, timeless or genderless are on everyone’s lips. Just empty claims for people who don’t think.
And they all talk about the same things, but nothing ever changes. Furthermore, the world is falling apart, but it looks like brands are only interested in dressing music or movie stars. That’s what you can offer? Really? Celebrities! They have the money to buy whatever they want, but they don’t pay for their clothes.
When it comes to design and style, you may be even more perplexed. Of course, designers cannot deliver brand-new concepts. But lately, what the industry calls freedom or inclusion seems just bad taste combined with a lack of vision.
Fashion weeks vs research
Therefore, when we need to research unique garments for people like us, the widest part of the work happens through lookbooks we receive via email. And through some specific research that we do online. Then, possibly, showrooms too.
In the end, you’ll get more value from brands that have something to say, and you can see it through their meaningful design rather than those who want to attract herds of replicants who look all the same.
Above all, fashion weeks as a pure waste of money having an impact on the environment, are pointless.