How to Fix Fashion

Fashion


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This Fashion Month, we decided to try to take a perennial debate—that usually plays out over group texts, subtweets, and sleep-deprived internal monologues—public. We asked designers, buyers, stylists, retailers, photographers and editors the big questions: How do you feel about capital-f Fashion right now? Is it broken? How can we fix it?

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What we heard in response was that everyone—to a one—is affected by the tectonic shifts in how people consume fashion media and shop for clothes. Also? That these changes provide some of the most exciting opportunities for new creative voices and innovative business ideas that we’ve seen in decades. Across a diverse range of players, there’s a surprising amount of consensus about what needs to happen. Below, 36 insiders weigh in on the future of fashion.

HOW TO FIX FASHION: 1) Admit we have a problem.2) Believe fashion is worth saving. 3) Understand that change equals opportunity. 4) Know that excluded voices are essential. 5) Don’t try to speak for everyone. 6) Let your customer show you the way. 7) Change the conversation on fast fashion. 8) Establish sustainability as a business model. 9) Sell consumers on responsibility. 10) Fashion shows need to matter. 11) Rethink your calendar. 12) Realize that ‘See now, buy now’ isn’t for everyone. 13) Final thoughts.

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The first step is admitting we have a problem…

FASHION-ITALY-WOMEN-ANNAKIKI

Getty ImagesMARCO BERTORELLO

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There used to be a “rule book” to follow where if you launched a brand you almost had a recipe to follow and following that would lead to success. Today that no longer exists.

Street Style : Paris Fashion Week Womenswear Fall/Winter 2018/2019 : Day Seven

Christian Vierig

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The second is believing fashion is worth saving.

Vaquera - Runway - September 2017 - New York Fashion Week

Albert Urso

“Fashion delights and frustrates people. Frustration is a good thing because people should care about what the fashion industry is doing

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Understand that change equals opportunity.

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“Fashion is full of opportunity right now for new voices to emerge, new systems and business models to thrive and new ways of rethinking how we dress for how we live

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Previously excluded voices are essential to the solution.

If the consumer sees themselves being identified and celebrated for who they are, they are far more prone to want to buy in.

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But don’t try to speak for everyone.

Not everyone needs to switch gears and start offering streetwear.

FASHION-FRANCE-CHANEL

BERTRAND GUAY

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Let your customer show you the way.

The customer is telling us what she loves, what she hates, and what she wants to see more of. It is our job to listen.

FASHION-ITALY-WOMEN-PHILOSOPHY-SERAFINI

MARCO BERTORELLO

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Change the conversation about fast fashion.

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Sustainability is a moral duty—and a business model.

China - Manufacturing - Textile Alliance Apparel factory in Qingxi Township

Qilai Shen

Being a leader in the industry provides a powerful voice, and it is essential to strive to do something with that opportunity.

H&M Conscious Exclusive Event

Brian Ach

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Sell consumers on paying for responsibility.

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Having a well-balanced wardrobe is a marathon, not a sprint. Think long-term and be smart about what you purchase.

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Fashion shows need to matter.

FASHION-ITALY-WOMEN-MOSCHINO

MARCO BERTORELLO

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You might need to rethink your calendar.

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‘See now, buy now’ isn’t for everyone.

Day 2 - Backstage - Stockholm Runway SS19

Michael Campanella

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Plus, some thoughts on what women want (and don’t want) now…

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