We dissect a designer’s survival guide in a cutthroat industry
We look at today’s fashion landscape and see how designers and brands survive in today’s consumer climate
CHANGING OF THE GUARDS
It was in 2014 where brands such as Vetements exploded into the fashion scene. Suddenly, everyone was very much into the street style renderings of these brands where simplicity and urban utility was a top priority. It was also in this period when luxury brands such as Gucci were forced to change their game or be eaten alive by the competition. Their solution? They appointed Alessandro Michele, associate to then Gucci Creative Director Frida Giannini to take over. What he put out were whimsical collections that battled the urban stylings of street style brands. Michele brought maximalism back, not just to the runways but to Gucci’s income with a steady 30% growth every year since he started back in 2015.