ADRIANO GOLDSCHMIED (14) PRESIDENT, HOUSE OF GOLD

Consumers today are bombarded with information; selecting an item is a process that for sure involves the product but starts from the evaluation of the brand, what it stands for and whether its main values align with those of the customer. In addition, consumers need to have more transparency regarding fibers, dyeing, how and where the denim is manufactured and washed. Basically, you need to tell the story not only about the fit or the wash but about all the components of the jeans and the way they were put together.

I feel that the market, the way we design, and how we distribute is changing dramatically and very quickly. Sustainability is already becoming somewhat of an obsolete word that at the end does not mean so much if it is not connected to what we are going to do for the future. Designing for a circular economy – that for sure is the future of the industry – is the new challenge that brings very different inspirations and methods. We need to design jeans that last longer and appeal to multiple consumers. We will get disconnected from the traditional fashion trends and hopefully will not have an obligation to design something new every six months.