is this the fashion revolution?
how the industry began its transformation
A rollercoaster of a year is drawing to a close. The first quarter was dominated by lockdowns and fear, the second by new developments and comebacks, the third by recovery and adaptation. And the fourth? Only time will tell, but it looks like optimism and transformation will define the end of 2021.
The summer months were pretty quiet for the fashion industry – but that wasn’t necessarily a bad thing. It was just a relief to have fashion back on the shop floors again. Previously negotiated agreements and contracts finally came to fruition and partnerships were reinforced as a result. And when the first tradeshows made their successful comebacks as live events, for the first time in a long time it felt a bit like the good old days were back. The industry started to pick up and everyone was motivated to do things better this time around… perhaps because we now also know better?
It appears that a hint of a revolution is in the air. But it’s not loud, defensive or even radical – even though it should be in some cases. On the contrary: the mood is quiet, considered and almost remorseful. So have we learnt our lesson? And if so, is it enlightenment or fear that is defining our new way of looking at the world?
With the athleisure and loungewear trends playing such a dominant role during the stay-at-home days of lockdown, jeans were banished to the back of wardrobes. Too stiff. Too uncomfortable. Too jeansy? The truth is: denim never went away! Producers and brands have worked hard on making jeans more comfortable, environmentally friendly, and yes, even more hygienic. But they are rising through the ranks as an absolute fashion essential once again – with new silhouettes, colours and prints. Proof of this is our cover editorial. To find out what the future of jeans looks like and what the SS23 season holds, check out our Textile Trend preview. This issue is dedicated to our passion for indigo, which is why you can read about the difference between natural and synthetic indigo and find out which one is actually better for the environment.
Many people may not be aware of how much of a male domain the denim industry really is: ‘Why we need more women in denim’ sheds light on the ‘Women in Denim’ initiative and explains why emancipation is deeply interwoven with the indigo fabric.
Deeply interwoven at Save the Duck is the topic of sustainability: we talked to Nicolas Bargi, the outerwear label’s founder, about the transformation process of brands and asked him what would happen if companies don’t take the sustainability route. Read the interview. And the trade fair business has also witnessed long-term change: among professional visitors there is a new appreciation of physical events, which is motivating event organisers to develop their hybrid formats even further for the coming years. In our Tradeshow Comeback section, we’re showing you what we can look forward to from 2022 and where the journey is headed.
We would also like to take this opportunity to say thank you to you and our partners – because without you, this emerging revolution wouldn’t have been possible, and the fashion industry wouldn’t have evolved to come back stronger and wiser.
Cheryll Mühlen & team
Read the new issue online.