The Fashion World of Tomorrow

Over the past 6 months, fashion has experienced an unprecedented shakeup. This has left many to question the industry, its validity, its purpose, and to ask how we can move forward together to do things better. We’ve examined our outmoded beliefs and systems, taken a breath of fresh air, and returned committed to making the world of fashion a better and brighter place. But what has and will change going forward?

Here is the final installment of what I consider the coronavirus series, that is, my reflections on fashion during the times of COVID 19. We understand that covid presented an unexpected challenge to both brands and retailers, but the apocalypse did not come. And so, what will the fashion industry look like going forward?

The Digital Revolution is Over:

Throughout the COVID 19 time, fashion heavily focused on the use of digital. There was talk in the press about the replacement of fashion shows with digital shows, and the digitization of the industry which for years has relied on heavily physical productions (i.e. fashion shows, couture exhibits, and of course, the in store shopping experience).

I would venture that although we understand the need for digital, we understand its amplification effects, and we understand that the use of digital is only increasing, fashion still relies heavily on the physical. You cannot replace the people or the product, nor the momentum, energy and vibrancy of a live show. Though the industry has increased its reliance on digital, it is still viewed as a tool and another form of media, and not the bread and butter of fashion. Will shows become more digital? Yes. Will they disappear? No. Is the industry fundamentally digitized forever? Absolutely not. Are we going to have fun with digital as a medium? Hell yes.

Sustainability and the Planet:

Fashion has been attempting for years to address its sustainability issues. We are an industry of huge waste. Long lead global supply chains, low working wages, and quick turnarounds in seasons all contribute to the madness that is fashion.

Here, we may see some change. I believe the industry can no longer truly afford to not approach its supply chain issues. I believe again we will see a shift towards local production in supply chains, and less offshoring as I’ve said before.

However, it brings me great joy to see the destruction of the need for seasonal collections. I believe this practice to be outdated and unnecessary- and lead to the large amounts of excess product and discount culture in retail (in the US in particular). We have seen small brands adopt the seasonless approach - but to see this change coming from the top is a truly new and needed move for fashion. Bravo.

Creativity and Individuality will Lead:

In a world where there is so much noise and so many demands for our attention, true creativity leads. At this moment in time, the world just has so much of everything. We have so many designers, so many retail outlets, so many brands, so much choice. The brands and designers that will stand out are those that are truly disruptive and inventive. That take fashion and make beautiful things, entertainment and play, and find creative ways to be visible. As a culture, we consume creativity, and in the 21st century, creativity has become a valuable currency. We want to be impressed and wow-ed, and the brands that win will be those that constantly reinvent themselves, but also stay true to their brand DNA (for example, Moncler). It is a difficult line to straddle, but if done well, it is everything in fashion.

Asia- the Sleeping Dragon:

From here, we turn our eyes to Asia. We are all aware of spending power in Asia (in China in particular), and how deeply this affects fashion. However, I would like to highlight that at current Asia has all the key components of a burgeoning luxury industry, which will rise throughout our lifetime. The Asian countries are light years ahead of the West regarding the use of digital tools to aid the shopping experience, and increasingly in China there has been a focus on home grown brands and designers. Aspiring Chinese designers will come to well branded schools like Central Saint Martins to train, and return home to create brands with the Made in China luxury stamp. For an example, check out the work of Yueqi Qi, who is making waves among Chinese millennials for her Chinese luxury approach.

Secondly, the luxury clientele in Asia (China in particular) is deep and far ranging, and they are much larger spenders than us in the West. You cannot truly understand luxury consumption until you have seen it first hand in Asia as it is so far on another level to what we are used to. This video as an example gives a glimpse into the world of the ultra rich. Though the video is seemingly frivolous, the deeper point remains that the Asian luxury industry is on the horizon, and it will become a part of the worldwide fashion system.

In sum:

And so, we seem to have come full circle in fashion, and arrived back where we started, with all the themes we started with before the onset of COVID 19 and some, and not much actual change.

It may seem disappointing to some to have this great pause, and to come out with barely any shifts to the way certain brands operate or ‘think’. And to this, I have two answers:

The first is give it time. The industry is pivoting and shifting, although slowly. There are changes being made for the greater good, but they may take 3-5 years, not 3-5 months.

The second is there will be radical shifts, as there always are, but who knows where they will come from. The nature of radical change is that it is unexpected and difficult to predict. I would hazard a guess however that disruptive change will likely come from the new breed of creative marketers and talent who will grasp the challenge of the post covid world, and make from it something both timely and fantastical.

Fashion is built on both tradition and innovation, and the challenge and beauty of the industry has always revolved around how to marry these two interests. And so, let us see what happens next.