The Fashion Industry Transformation: Demna Gvasalia, Tom Ford + Burberry begin the revolution.
Are we about to bear witness to one of the biggest upheavals the fashion industry has ever seen? Tom Ford, Burberry, + Demna Gvasalia of Vetements deigned to show at London fashion week-announcing that they will be showing next fall in buy now-wear now formats.
"What is not working is the fact that there is no relationship between the creative vision and the commercial vision."
Powerful words from the creative genius behind Vetements and newly appointed Artistic Director of Balenciaga, Demna Gvasalia. He credits working within major fashion houses (Margiela + Vuitton to name a few) among the reasons for his epiphany.
"I mean as a fashion designer, in my opinion, that’s all you want to do. Not to create a fairytale — that’s not reality — but to make that hoodie they want to wear or that dress they need to have."
Christopher Bailey, CEO + COO of Burberry explained that what they were trying to do was, "build a closer connection between the experience that we create with our runway shows and the moment when people can physically explore the collections for themselves" . One would wager to guess that this would also create a larger sense of urgency-thus boosting profits.
This massive change is not an easy undertaking. Showing in this format would mean changing the entire design and supply cycle, not to mention back tracking marketing efforts to make them ready for launch the moment the collections show.
Here in the StyleSage offices our curiosity is peaked! We're looking forward to seeing who else adheres to this changing of the tides.
Read the full stories at their original publications now:
"Demna Gvasalia Reveals Vetements Plan to Disrupt the Fashion System" at Business of Fashion
"Fashion Week Overhaul: Burberry, Tom Ford, Vetements" at Fashionista