Seasonal deliveries and sustainability and activities closer to the needs of consumers in the fashion system: imagination or reality?
Dries Van Noten: “It’s time to change fashion“. The Belgian Creative Director is a spokesman for a group of designers, brands and retailers who have written an open letter to redesign the future of the fashion system.
Designers, CEOs of fashion houses and retailers sign an online petition to redirect the annual fashion calendar in a more sensible way and closer to consumers: winter presentations showing winter collections, summer ones showing summer clothes.
How many times have we weighed that the world of fashion is going too fast and that because of its speed it very often loses sight of both the environment and people. Once again we see that in order to try to change things and break down the patterns, unity is strength: a group of influential fashion designers, multistore and luxury brand executives, have launched a collective appeal for a calendar that would deliver clothing to stores in the season when they can be worn and set discounts at the end of the season rather than halfway through.
In a nutshell the goal of this meeting between the most important personalities of the fashion world to rethink the fashion and fashion week calendar, an annual calendar that goes against the needs of people, brands and shops, as well as the impact that the fashion sector has towards the environment.
“It is not normal to buy winter clothes in May.” Faced with this consideration, the Belgian designer, Dries Van Noten, is just one of the many exponents of the fashion sector to have signed a letter of intent in which deliveries in season, sustainability and redesign of the fashion weeks are the themes on which to act to change finally a sector that in our eyes seems untouchable and unchangeable.
The petition bears the signature of a long list of industry personalities including Nordstrom, Bergdorf Goodman, Holt Renfrew, Mytheresa, Harvey Nichols, Tory Burch, Pierre-Yves Roussel, Marine Serre, Craig Green, Gabriela Hearst and Mary Katrantzou.
We ask ourselves, at this point, if the future of shopping will really be the scenario proposed by these designers: See-Now Buy Now. A system that overturns the standard concept of fashion weeks and that finally puts consumers at the center.
Discover also how WRAD reveals the sustainable face of the fashion system!
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