In a world reshaped by globalization, a constant battle with environmental adversaries, rampage for inclusive and the evident challenges posed by the COVID 19 pandemic, fashion has never been in a more dire state than it is today.
While we all may have an aversion to cynicism, news that declare doom, and have exhausted our threshold to the consistent barrage of unhelpful pessimism, the need to rewire our industry at a global level outsizes any other objective this year. Going season-less, reusing merchandise from past collections, adapting sustainable techniques, Eco-friendly fabrics and staging events and fashion weeks outside of the industry’s traditional calendar, were significant moves by various brands.
While global initiatives such as Fashion Revolution have called for greater industry transparency and held companies to account, many brands still refuse to reveal their supply chain models. The truth as one might foresee, is that it is simply not possible to mediate an industry wide change in the span of a few months, however strong the ripple effect of these decade old operational dogmas are being felt.
A reset of the fashion calendar has been the most successful and fast paced change seen, with fewer brands showcasing at fashion weeks and even fewer investing in avant garde productions. The design, technique, fabric sourcing and creation process is under scrutiny now more than ever. The digital savvy millennial consumer is as aware as he/she is decisive. Marketing gimmicks no longer work in influencing buying decisions, paid collaborations no longer garner the same traction. Brands that have long shunned inclusive influencers, models and celebrities in their campaigns have been forced to rethink their strategies to keep their companies afloat. Employee compensation and healthy work environment at media houses as well as fashion brands is under a legal scanner, and every scandal is closely being dissected by the gen-z consumer.
A perpetuation of the antiquated doctrines of size zero models, light skinned influencers, paid partnerships with celebrities, inequality of pay and opportunities are building blocks of a disaster in 2020.
An industry wide revolution has been in the cards for a few years now but a global catastrophe has been the only catalyst to merit this change. A rewired industry is the need of the hour and if we fail to make the most pertinent changes across the fashion ecosystem, a more sever devastation may not be too far long. At The Luxe Maison, we aim to be the forerunners in this new wave of introspection, modernization, and merchandising reformation.