The Two Faces Of Fashion

business | photo: @igorovsyannkov


We have the chance and the responsibility, to live in, the one of the faster changing century, in the modern human history. It`s sensible in all life aspects and the fashion is not an exception! With the all technology and IT developments, that aims to make our life more comfortable and “easier”, the fast global and political changes that, we see every day, the fashion industry feels the need to change too.

Does Fashion weeks “over”?

The last opt out from New York Fashion week is ALEXANDER WANG, he even start a kind of “game”, that I personally saw on Instagram and I think it`s brilliant, instead of giving around 500 000 to 1 million for fashion week show, which include : hub, stage, PR, models, celebrities… (The future belongs to smart bloggers, keep going, J) He will give 20 000 $ for one day shopping adventure with him and in his shops in New York. He is not the only noticeable names, opt out from the New York and move to Los Angelis, along with, him are the names like Rebeca Minkoff, Rodarte, Proenza Schouler, Altuzarra and Thom Browne. Thais trend started in 2015, the brands wants to prevent the “copies” of their collections and fight with the fast-fashion retailers, whose launching up to 24 collections per year, like Zara. That`s why they stop the “pre” practice. Their customers will buy the collections in the same year of their creation.

Also the designers, start to show their shows live, on their web sites and this was accepted very well from the buyers. We can watch the shows all around the world, without giving up on our busy, daily routines. The brand gets in touch with millions of people and increase their sells, at least twice per year, through internet.

Personally, I think the couture will start to struggle too. The couture brands, will start to search ways to get in touch with more buyers, that will take the fashion to the next levelJ

Going Green. “Fashion” or future need

These days we start to hear “fast-fashion” phrase, almost every day, especially in The UK. As an economist, I don`t think it`s by random. The UK opts out from EU zone and it`s economy will need time, to get to use to the new economy environment, let`s stop here or it`s going to be long analysis J Let`s say, that, they have to stop the overproduction. J

We need a balance in fashion. The fast production brands has amazing managers. They can “see” and predict the future of the fashion trends and marketing. THE FUTURE IS GREEN!

In the beginning of 2018, 64 fashion brands pledged their commitment to going green by 2020. Brands like H&M, Zara, Guess, Tommy Hilfiger, ASOS, become a part at Copenhagen Fashion Summit 2017, Global Fashion Agenda called on fashion brands and retailers to sign a commitment to accelerate the transition to a circular fashion system. There are outlined four immediate action points to accelerate the transition to a circular fashion system:

Implementing design strategies for cyclability

Increasing the volume of used garments collected

Increasing the volume of used garments resold

Increasing the share of garments made from recycled post-consumer textile fibres


I love the H&M`s recycling program J

Zara, Pull & Bear, Massimo Dutti, Bershka, Stradivarius, Oysho, Nike, Adidas, Puma, H&M, M&S, C&A and Li-Ning, started to use non-toxic textile fibres in 2012, I hope, the luxury brands will join to them too and join to Copenhagen Fashion Summit 2020.

What kind of actions we are taking, as customers?

I personally start to recycle at H&M.

Get some rules like, buying up to two dresses per year.

I`m not going to lie, I`m a tiny, tiny kind of addicted to Zara. But I`m trying to shop at the sale season, because I`m fully aware of that somewhere, someone is “paying” the price of the affordable, fashionable clothes, that we are buying and at least, I prefer  to pay a price close to the real,for the clothes. I also will be happier, if Zara start to launch, the half of the collections, which is launching now per year, but their workers to be paid better. Always check the label of the content of the textile, which is used in the production and where it`s produced, I feel better, if it`s made in Turkey, I know the workers are paid better, than China for example.

The cost of the going green is higher, so I think we will see changes in the marketing strategy of fast-fashion brands too.

Until the fashion industry get balanced, be smart customer and think twice before you buy something J


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