How Designers Deal With An Increasingly Homogeneous Industry

- Oct 07, 2020-

 More and more senior designers express this kind of views, leading to more and more new generation designers rejecting big brands whose goal is to chase profits. In recent years, some independent young brands have emerged. They give priority to creative freedom and do not take profit and rapid growth as their main goals (this does not mean that they abandon these pillars of business survival).

 Simon Porte Jacquemus is a typical case. This year marks the 10th anniversary of his brand. He told WWD that sales in 2019 are expected to exceed 20 million euros. Despite rumors that big brands offered high-paying hiring, he still refused, preferring to do things his own way. On the eve of his SS20 spectacle event, he told Vogue: "I always say,'I don't need a big brand, my big brand is Jacquemus'. I keep talking, and it's getting louder and louder." This event was held. The ground is a lavender field, one hour away from his Provence hometown. "My mission is to become a symbol of generations, not only to consider the future of the earth, but also to pursue happiness that is not defined by having a lot of money."

 This pursuit of a more comprehensive understanding of the idea of success was reflected in an Instagram post in October. In this post, Jacquemus talked about his absence from the Paris Fashion Week event schedule. "We all have a lot of questions about ourselves, and this tendency is even worse at this special moment of our lives. I understand who I want to be and the company I want to lead." He concluded by saying, "Je ne veux pas grossir , mais grandir", which translates to "I don't want to gain weight, I want to grow up."

So, where does the designer go next?

 Simons's high style has many meanings, and he is the first person to explain this unresolved industry dilemma. He hinted that the company should shift its focus and advocate design re-emphasis on emotion and intuition. He believes: "Fashion has been turning to a new system." Now, he believes that many brands are too "timeliness, focusing only on commercial benefits." The result is "commercialization makes fashion a very flat business. For me Brand, I hope to maintain that typical emotion, which is what I am constantly seeking."

 His final conclusion is simple. This sentimental sentiment will undoubtedly resonate with every designer: "I just want to make clothes." This is also a clear reminder to the fashion industry not to ignore the value of creativity.