Fast Fashion is Killing Creativity

Fast Fashion is Killing Creativity

Last week Raf Simons resigned from Dior.
For most of you this probably means nothing. Let’s face it Dior is not for the masses and I’m sure most people are thinking who the hell is Raf Simons.
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The thing is this does mean something BIG and it matters.
Although Dior is not for the masses, this resignation was a signal to the world that the fashion cycle (driven by the fashion houses, and subsequently followed by fast fashion retailers) is moving at a pace that has become out of control. To the point where a creative director is unable to keep up with the madness of 6-10 collections in a year. In the case of most designers for the big houses that’s two couture shows, two ready-to-wear menswear, two ready-to-wear womenswear, two resort collections for men and two resort collection for women + a lot of designers will work across their own namesake lines as well. Consider Karl Lagerfeld who not only designs for Chanel but also Fendi and his namesake label.
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A couple of collections produced by Raf Simons this year – including a collaboration with Perry Ellis

This has meant that the balance between creativity and capitalism has been lost.
To quote Raf Simons, ex-Creative Director of Dior and who was extremely successful during his appointment ‘When you do 6 shows a year, there’s not enough time for creative enterprise’.
This matters because we think Raf is the tipping point.
Dior’s customer base may be small but they are the reference point from which the rest of fashion (and subsequently soft goods) follow.
Raf’s point is simple – the ability to incubate an idea is now gone. The creative directors (the ultimate influencer in fashion) are sick of it. The accelerating speed of fashion is killing it’s creativity.
We also agree with Raf, the fashion cycle is getting too fast and isn’t sustainable (for the industry and or for the environment).

Author Pippa Kulmar

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