Rewiring Fashion ~ New Initiative Backed by Wu, Gurung, de la Renta & More
Have you heard of Rewiring fashion? Big players in the fashion industry feel that it is time for a shake-up and a wake-up! We here at The Cut Fashion Academy keep our ear to the ground when it comes to all things fashion.
Behind the Call to Action
Rewiring fashion is a proposal facilitated by Business of Fashion news magazine and backed by brands like Jason Wu, Missoni, Prabal Gurung, Oscar de la Renta and so many more, to make a change in the fashion industry. The proposal focuses on two main items, resetting the fashion calendar and reimagining fashion shows.
Fashion Needs to Evolve
The current fashion calendar, which has evolved slowly over time, does not take into consideration the day-to-day shifting of fashion, technology, and consumer spending patterns. Brands are declaring that the shows are staged too far ahead of product deliveries, so desire for their product is reduced upon release into the store. This timing also leaves fast fashion brands plenty of time to copy looks from shows and begin producing knock-off versions of high-investment designs. The calendar also affects delivery dates and makes it expensive for media to travel at short notice thus affecting coverage.
It is a New Digital World Out There
The second concern, reimagining fashion shows, in a new digital world, and how fast imagery travels these days, the time and financial investment brands put into these fashion shows are not worth it. Rewiring Fashion proposes a number of solutions to these problems, including but not limited to, combining men’s and women’s fashion weeks, aligning shows to take place right before release, launching events instead of shows to create more engagement and awareness, and taking away the rules and restrictions placed by fashion councils.
There is change on the horizon in the fashion world, making these changes will bring the fashion industry into the 21st century, to benefit not only designers but also manufacturers and consumers. One could also argue that it creates a more conducive environment to success for new up-and-coming brands.
To check it out head to www.rewiringfashion.org.
