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SONJA NOËL

OWNER, STIJL BRUSSELS

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“OPENNESS AND TRANSPAREN­CY IN COMMUNICAT­IONS BECOME A NEW NECESSITY. ”

Covid-19 has fueled people's awareness to ‘buy locally’: local production (e.g., in Europe) means less transport, less pollution in the production chain and better working conditions.

Covid-19 has also inspired consumers to ‘buy less’. Less but better: beautiful pieces that become a part of oneself and which one can enjoy for years.

This may cost the consumer (slightly) more, but ‘paying a higher price is an added value’: it will help to keep the entire industry alive and counter the impossible­to-follow (from a retailer point of view) discountin­g. This ‘race to the bottom’, to be the first to sell at discount prices, eventually caused the current overproduc­tion.

Fashion with value is made manually and has an artisanal production process. Made in small quantities, it becomes the new exclusivit­y.

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