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Tom Ford & the change

23 May, 2022

The fashion business in a post-pandemic world

Even if it is not easy to plan the best strategy, the need to change is in the air. Strong and palpable. Brands pretend to care but avoid the matter. But since the pandemic hit, nothing has changed. Only a few involved in the discussion are concerned for real.

Now, the news is that Tom Ford will step down as chairman of the CDFA on May 31st.

We quote him:

“When I began my role as chairman in June of 2019, my goal was to help the American fashion industry become more globally recognised for its talent and importance. I could not have imagined the extraordinary circumstances that both the industry and the world would have to navigate — that a pandemic would shut the world down and change the course of our lives and of our businesses forever.”

“The pandemic challenged all of us to think about our businesses in new ways—from the design process and production, to how we reach and speak to our customers.”
Tom Ford

The need to change

Since the beginning of our blog, we have talked profusely about change and shifting behaviours in our lifestyle. Therefore, finding new business models. And we highlighted how the pandemic was the catalyst which opened our eyes and led us to a new perspective. So, we find it interesting to listen to Tom Ford and recall his evolution. From the moment he revived Gucci with his minimal, bold, and ultra sexy style saving the brand from bankruptcy in the 90s. To how he revamped Yves Saint Laurent and the launch of his namesake brand in 2005.

Many years have passed, and now things are different, so what was right in the 90s does not work anymore.

The need to change is evident. And finding new ways to pursue the fashion business is something we cannot ignore anymore.

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The Met Gala circus

Bad taste portrayed

People may think that events such as Met Gala offer hints of elegance. Please, forget it. Raised eyebrows were our reaction to viewing the pictures, not for facial gymnastics but as a sign of perplexity. What’s the point of that insane parade?

Our last post was about elegance, what went wrong with it, why bad taste prevailed, and here comes the Met Gala to present further suggestions.

Met Gala – What is it?

Born for the purpose of charity, Met Gala is the annual fundraising event of the Costume Institute Gala by the New York Metropolitan Museum Of Art. Every year there’s a different theme, and so the guests have to dress for that theme.

The problem is that dressing to a theme got out of hand. So now we see celebrities dressed as clowns whose unspoken message is a cry for attention, an attitude that resembles social media communication. And so, even if the charitable purpose is worthy, the sad show offered by the clownesque looks makes it seem paradoxical.

Tom Ford, who showed up in a classic black tailcoat, said: “I don’t really do themes”. Also, he declared that the event turned “into a costume party”. We couldn’t agree more. Tom Ford’s words were really on point. Like his outfit, which was impeccable. Elegant indeed.

Lately, the Met Gala looks recalled more of the “Carnevale di Viareggio” rather than a stylish event. (Side note: Carnevale di Viareggio is one of the biggest carnival shows in Italy and the world).

Finally, we go back to the point: elegance is dead, and there are no style icons. In other words, we are in the bad taste era, where the language that dominates is the social media language, and the need to impress others is all that counts.

Met Gala? Elegance has nothing to do with that.