Fashion

Fashion is ever-evolving, a little elusive, and highly alluring. It has the ability to alter an impression by making a political statement.In terms of dress or behaviour, it is described as “the dominant style or custom: out of fashion.” It is a form of art whereby individuals attempt to extend their personal expression.

Blog

A website that features the personal experiences, views, opinions, etc. of a writer or group of writers and frequently includes photographs and connections to other websites. In the form of an online journal, it enables users to reflect, exchange ideas, and talk about many subjects, and viewers can leave comments on posts. It is typically written in an informal or conversational style and is updated on a frequent basis.

Bloggers are writers or groups of writers who publish such blogs. The blogs can be written on a variety of subjects, including those covered in the points that follow, including technology, food, travel, weddings, and fashion.

Fashion Blogger

Blogs about the fashion industry, apparel, and individual style statements are referred to as fashion blogs. It covers a wide range of topics, including attire, accoutrements, celeb fashion choices, street style trends, individual style, and many more.

Characteristics of Fashion Bloggers

• Writing is the foundation of blogging, whether one likes it or not, thus it must be clear, strong, and well-composed. Readers may become confused and unable to grasp without the ability to write clearly. It actually diverts blog readers from what they are reading.
• Vision: A fashion blogger has a vision for the future in addition to their personal vision and thoughts to share with the public. They are aware of how to present material as current and new.
• Make it Relevant: Without pertinent content, a blog post, no matter how well written or instructive, is a waste of time. When composing a blog article, relevance should come first. Be aware of your audience and decide what will be both suitable and relevant. Find the crucial information that is missing and present your individual viewpoint.
• Professional attitude: Even if there isn’t much financial gain from blogging, the blogger always views it as an extension of his business.
•  The first guideline for effective communication is to respond. Follow up on any emails you receive and comments you get on your pages. Your blog’s readers are its lifeblood; establish relationships with them so that they will return and refer their friends.
• Confidence: In the world of fashion, self-assurance is essential. It is a world where criticism is encouraged. Not everyone will share your views or preferences. Readers will criticise your dog, shoes, and hair in their comments. If you don’t exude confidence, it doesn’t matter how slim or attractive you are or how nice your shoes are. People will follow you if you are confident, which will also make your style stand out. You have to fake it until you make it if you don’t yet have a lot of confidence.

The emergence of new media has contributed to the rapid rise of fashion bloggers as a powerful force inside the fashion sector. Fashion blogs are more likely to have an impact on the industry as a whole than on an individual level because reading multiple blogs led to changes in trend adoption and purchase behaviour. 

The idea behind fashion blogs, which are now highly wealthy and rising enterprises, was that they would serve as online diarists and fashion enthusiasts. With a sizable audience and fan base, these bloggers also frequently develop into well-known celebrities in their own right, publishing books, appearing in advertisements, working on collections with others, making affiliate sales, collaborating with brands, creating their own collections, charging appearance fees, and even hosting shows. With this, they may travel the world on other people’s dime, receive amazing designer goods for free, receive gifts all the time, and gain enough free publicity overall. The most lucrative bloggers earn well into the million dollar level each year.

Fashion designers are starting to recognise the influence that these bloggers have as they increasingly frequent the front row of fashion shows. In a similar vein, businesses have been willing to provide bloggers with free goods in the hopes that they will tell their readers about their brand experiences. The effect that personal fashion bloggers have on their readers, however, has not been the subject of a lot of research. The goal of this exploratory study is to learn more about how fashion bloggers affect their readers’ attitudes and behaviours, which may ultimately result in the acceptance of fashion trends.

There are many opportunities for fashion bloggers to make money, but once they start working with large audiences, they first engage in various actions to increase the number of people who follow their site and earn out of their writing practices of blogging.

When fashion brands emphasise on fashion blogs, the perceived honesty and sincerity of their brands might grow. It is commonly accepted that a fashion brand is not solely under the brand’s control. Instead, fashion bloggers’ legitimate and sincere endorsements are increasingly affecting how people view fashion firms. The buying process for consumers can be influenced by the advice of fashion bloggers at many points, from the acknowledgement of a search through the actual purchase. Modern businesses have altered the way they attract customers’ attention by adopting innovative and sophisticated digital marketing techniques. As blogs are targeted and realistic ways to gain visibility and potential customers, businesses have begun to see the benefits of using them as a marketing strategy. Blogger advertising offers the fashion business a huge window of opportunity for market communication, where viewpoints on legitimacy and impact can be seen as superior to those connected with traditional advertising.

The expansion and development of affiliate link networks is primarily to blame for the meteoric rise in the earnings of bloggers, especially those who focus on personal style. Bloggers can earn money from the products they suggest or showcase by using affiliate links. The idea is that they’d be featuring the products anyway; now they’re just making money off of it. For personal style bloggers who recommend various products a day, affiliate links can bring in serious money.

In addition to the substantial compensation from affiliate link schemes and lucrative brand alliances, Flaherty predicts that “bloggers are going to morph into their own full-scale brand, whether that means things on the shelves, a television series, or novels” for the next stage of blogging. Because of the instantaneous spread of information on social media, which led to the switch to visual blogging on Instagram, the development of social media has greatly aided fashion bloggers in disseminating their style within the market much more quickly. Instagram may be a suitable choice as a replacement platform because it has some impact over how buyers perceive trends.

Social networking is expanding quickly. Due to the widespread dissemination of information through social networking, every action is now noticed in today’s environment. Blogging has its roots in the internet and other online information exchange platforms. Blogging only functions through informative media, and it is expanding as a result of being widely available. Blogging was adopted by the fashion industry before it was used in any other type of profession, and it was well-received by the general public.

Sources

1. HAYLEY PHELAN ( 11 April 2014), Fashionista, HOW PERSONAL STYLE BLOGGERS ARE RAKING IN MILLIONS https://fashionista.com/2013/08/how-personal-style-bloggers-are-raking-in-millions 
2. Grechen Reiter (August 2014) Independent Fashion Bloggers,  How to get started with affiliate marketing https://heartifb.com/how-to-get-started-with-affiliate-marketing/ 

]]> https://fashionlawjournal.com/fashion-blogging-emerging-trend-in-the-fashion-industry/feed/ 0 https://fashionlawjournal.com/are-female-models-paid-more-than-male-models/ https://fashionlawjournal.com/are-female-models-paid-more-than-male-models/#respond Sat, 27 Aug 2022 14:48:55 +0000 https://fashionlawjournal.com/?p=3581 Even if there is a continuous salary disparity between men and women generally, there is at least one field where it is opposite, i.e,  modelling. The gender wage gap has received a lot of attention, yet one sector of the economy openly discriminates against males, and that sector is fashion. The gender pay gap in the fashion industry is a rare instance of an exception to the norm. Most fashion designers focus on womenswear. As a result, there is far greater demand for female models than for male ones. Female models are more prevalent than male models, even in ad shots and fashion shows. Thus, there isn’t much of a comparison. Therefore, female models typically earn two to three times as much as male models do.

Male models might earn up to 75% less than female models, claims the industry insider. Gisele Bündchen, the highest-paid female model in the world, is a good example. Forbes reports that the Brazilian beauty earned £34 million last year. In contrast, according to the most recent information gathered about the earnings of male models in 2013, Sean O’Pry earned £1.15 million. According to data from Forbes gathered over the last few years, female models earn millions more than their male counterparts, particularly when looking at the top 10 earners of each gender. The top 10 women models all earn millions of dollars. According to her, only the top three male models earn more than $1 million.

When it comes to compensation, there is unquestionably an imbalance. Girls often get more money since there are more options for female models to work, whether it be in photo shoots or fashion weeks. There is just one male designer for every 20 female designers.There are several causes for the gap. One reason is that historically the menswear sector has gotten less financial support than the womenswear industry. The need for female models is always greater than the need for male models, and this is where the wage disparity originates. Menswear designers are also quite rare. Thus, there is likewise much less demand. Supply and demand make the most impact in the pay disparity. There will be a desire for more ladies since there is a lot more fashion available for them than there is for males. There aren’t many women in the world who meet the position’s extremely strict physical requirements. When demand for their services exceeds supply, companies might raise their prices.

Amit Ranjan, a model for the past 11 years, claims that  the fashion business is dominated by women. Only four to five male models and sixteen to seventeen female models will appear in each successful fashion week presentation. The lack of demand and the plenty of supply are the problems. Many males enter the profession each month in the goal of becoming top models. But in practice, there isn’t a lot of employment for male models. Male models are frequently compelled to reduce their show rates because of the intense competition in the industry. There are some models who will even do it for free,” he explains. According to Ranjan, designer womenswear still dominates the Indian market, whereas designer menswear is a niche segment. Designers are therefore more eager to present collections for women. As a result, female models appear in more shows than male models do.According to industry insiders, a rising female model often earns between Rs 10,000 and Rs 15,000 every performance, while a rising male model earns between Rs 6,000 and Rs 8,000. In a similar vein, a seasoned female model often earns between Rs 45,000 and Rs 50,000 every show, whereas a seasoned male model seldom earns more than Rs 30,000 per presentation. (1)

The majority of male models say that the designers, who “always negotiate” with male models, are to blame for this gap. “Models often select how much they should be paid, however reductions are frequently requested. They are informed that “budget limits” exist. There are constantly more possibilities accessible for designers. Thus, the majority of models accept the offers made.But things are altering. Men’s fashion is in more demand these days, which means that glamorous parties may be attended with more money. According to a recent Fortune article, from 2010 to 2015, online sales of men’s clothing increased by 17.4% yearly. According to Euromonitor, demand for menswear is also growing faster than that for women’s clothes by 0.2 percent. According to Quartz, the menswear business was worth $440 billion globally and over $60 billion in the United States alone as of last year.

The future may be bright for male models. The concept of the celebrity male model is starting to gain traction because to the development of social media savvy celebrities like David Gandy, Jason Morgan, and Lucky Blue Smith. When you combine this with the rapidly expanding men’s grooming market, which is expected to grow steadily over the next three years, and the recent emergence of separate men’s fashion weeks in the major cities of New York, Milan, Paris, and London, it seems safe to assume that male models will soon have more influence and earn more money.Even while discrimination against males is unethical, it’s crucial to keep in mind that this is uncommon in the larger context of the gender balance in the global labour market. But that does not imply that a woman’s career in modelling is simpler than a man’s. In reality, the business expects women to start their careers at a fairly young age (about 14, with a peak at 18), and to stay young.

Male models have lengthier career paths than their female counterparts since maintaining a young appearance is less of a priority for them. Male models who are mature and even older still have a lot of career potential.Regardless of the business, however, compensating employees differently based on their gender is a serious and unjust practice that must be stopped.

Resources-

1. Ruchika Kher, (Oct 05,2016) Hindustan Times. https://www.hindustantimes.com/fashion-and-trends/the-fashion-industry-is-unfair-to-men-why-are-male-models-paid-less/story-V2ndi7LZiygwWhfHXjj70H.html
2.     Benjamin Snyder ( July 15, 2015); Fortune.

 https://fortune.com/2015/07/15/male-models-pay/

3.   Srishti Dasgupta (Oct 23, 2018) Times of India. https://timesofindia.indiatimes.com/city/kolkata/why-women-get-paid-more-in-the-fashion-industry/articleshow/66331731.cms

]]> https://fashionlawjournal.com/are-female-models-paid-more-than-male-models/feed/ 0 https://fashionlawjournal.com/indian-young-mp-raghav-chadha-walks-the-ramp-as-showstopper-at-lakme-fashion-week/ https://fashionlawjournal.com/indian-young-mp-raghav-chadha-walks-the-ramp-as-showstopper-at-lakme-fashion-week/#respond Mon, 28 Mar 2022 05:41:45 +0000 https://fashionlawjournal.com/?p=3295 At FDCI X Lakme Fashion Show, Raghav Chadha who is Indian Youngest MP at Rajya Sabha from Aam Aadmi Party stole the show for a renowned designer and his uncle Pawan Sachdev. Mr. Chadha walked the ramp alongside actor Aparshakti Khurana. 

Raghav Chadha made his runway debut wearing a black leather jacket and leggings over a burgundy high-neck. Even though Mr. Chadha was extremely nervous about walking the ramp for the first time he was the perfect showstopper showcasing the collection with utmost charm and confidence.

The AAP leader’s clothing and appearance drew the attention of the internet, and a few people were taken by surprise when they saw the young politician heading down the ramp.

Mr. Chadha, a key leader of the Aam Aadmi Party, was recently nominated by the party for the Rajya Sabha elections. Recently, Mr. Chadha and four other Aam Aadmi Party nominees were chosen without any opposition.

Raghav Chadha who is 33, is the youngest member of the Rajya Sabha. Mr Chadha played a key role in the AAP’s Punjab assembly election victory. The Aam Aadmi Party won 92 seats  of the 117 seats in Punjab’s assembly.

Today, information technology is an essential component of the fashion industry. Information technology is used for everything from employee attendance to shipment dispatching. Nowadays, information technology is critical in the textile industry. Any manufacturing facility employs the four M’s: Men, Material, Machine, and, of course, Money. Managers must focus on synchronizing all of these factors and developing synergies with internal and external organizational operations in order to achieve organizational success. With increased competition, businesses are enlisting the help of IT to improve their Supply Chain Management (SCM) and use it as a competitive advantage. To summarise, many textile companies are leveraging technological power to add value to their operations. 

The fashion business has progressed to the point where owning high-quality branded outfits and gear, whether casuals, ethnic, wedding dress, purses, watches, or footwear, has become a matter of prestige. Customers are continuously drawn to branded products, but because they are expensive, they are not accessible to everyone. Furthermore, this leads to product counterfeiting—whether it’s the design, name, raw materials utilised, or even the tiniest detail—all of which may be replicated and offered to customers at a lower price. 

For years, the popularity of wearing branded things grew to the point that buyers would steal the designs, copy them, and sell them for a low price. Furthermore, this resulted in a significant loss for the designers, prompting the demand for protection. Designers ensure that as soon as they complete a project, it is labelled and protected by trademarks, copyrights, or even designs.

When a design is materialised from pure imagination and its originality is obvious from its very existence, it is immediately classified as an artistic work under Section 13 of the Copyright Act of 1957. Section 15 of the Copyright Act deals with copyright in works that are registered or capable of being registered under the Designs Act, 2000. For starters, a design registered under the Designs Act 2000 will not be eligible for Copyright Act protection.Then, once any article to which the design has been applied has been reproduced more than fifty times by an industrial process by the owner of the copyright or, with his license, by any other person, copyright in any design that is capable of being registered under the Designs Act but has not been registered shall cease. As a result, design registration and copyright over an article are incompatible, according to the Copyright Act of 1957.

The definition of design is defined in Section 2 (d) of the Design Act of 2000. “Design” is defined as “only the features of shape, configuration, pattern, ornament, or composition of lines or colors applied to any article, whether in two dimensional or three dimensional or both forms, by any industrial process or means, whether manual, mechanical, or chemical, separate or combined, that appeal to and are judged solely by the eye in the finished article, with certain exceptions.”

Many fashion items will no longer be available in traditional retail stores as the retail landscape transforms. The mall has already been demolished in the fashion industry as consumers embrace online shopping, and e-commerce is ravaging department and apparel stores alike.

E-commerce in India and the Indian Information Technology Act: The Indian Information Technology (IT) Act, 2000 provides much-needed legitimacy to the services and validity of e-commerce platforms in India. Such an advertisement for electronic records or electronic signatures, which are required for paperless trading.

The Ministry of Electronics and Information Technology has also established the Information Technology Rule, 2000, which prescribes safe and secure processes and procedures for these business models to follow. This also makes it easier for customers and merchants to protect sensitive personal data or information. The penalties for disclosing information in violation of a legitimate contract is laid down in Section 72A of the Information & Technology Amendment Act, 2008.

The Information Technology (Intermediary Guidelines and Digital Media Ethics Code), which defines the roles and responsibilities of social media intermediaries, has already passed in 2021.

Furthermore, the European Union’s General Data Protection Regulation (GDPR) went into effect in 2018. To protect the data of EU citizens, which affects practically all firms and organizations who do business with the EU around the world.

Why does the Fashion Industry need IT support?

Long Procurement Time

The procurement process takes much longer in the traditional textile industry. As a result, retailers must forecast demand and identify consumption trends much earlier. A lack of clarity about the future can result in either an early stock out, a delay, or an overstock.

Supply Chain Incompetency 

With the desire to go global, apparel and textiles are encountering inefficiencies in the various processes involved, ranging from designing, developing samples, obtaining approval, manufacturing, dispatching, and payment procedures. The total time required can be extended to a year or more. According to our calculations, production accounts for only ten to twenty percent of total time. The remainder of the time is spent on information processing from one end to the other.

The trajectory of information technology development has intersected every application in the textile industry. IT has inserted intelligence at every node of the textile supply chain, from improving textile manufacturing performance to tighter process control.

Step into Global grade

It is true that going global opens up a plethora of opportunities as well as threats in terms of competition, shifting trends, and other environmental changes. It necessitates the efficient and rapid management of all types of information.

E Commerce 

E-commerce can be B2B (Business To Business) or B2C (Business To Consumer) (Business To Customer). B2C commerce refers to direct selling to consumers via the Internet. While B2B marketplaces are defined as neutral Internet-based intermediaries that focus on specific business processes, host electronic marketplaces, and use various market-making mechanisms to mediate business transactions. B2B appears to be more forward-thinking than B2C.

E Retailing

The textile behemoths are expanding their offering to include an Internet shopping component. It has had an impact on their distribution and warehouse infrastructure. Retailers’ supply chain strategies have shifted as a result of their online presence. High-volume products with consistent demand are stocked in local stores, whereas low-volume products are stocked centrally for online purchase.

Companies prefer to reach out to customers directly by closely scrutinising their tastes, preferences, habits, and purchasing patterns. Instead of waiting for customers to come into their stores, retailers send them e-mails with special offers. The Internet has facilitated a rapid response system. It is possible to have an automatic customer replenishment system using web-enabled technology. 

How is AI influencing brands?

From the invention of the sewing machine to the rise of e-commerce, fashion has always been at the forefront of innovation. Fashion, like technology, is forward-thinking and cyclical.

And, today, fashion technology is advancing at a faster rate than ever before.

Robots that sew and cut fabric, AI algorithms that predict fashion trends, virtual reality mirrors in dressing rooms, and a slew of other innovations demonstrate how technology is automating, personalising, and speeding up the fashion industry.

To demonstrate this, IBM collaborated with Tommy Hilfiger and The Fashion Institute of Technology (FIT) Infor Design and Tech Lab on a project called Reimagine Retail. According to Steve Laughlin, general manager of IBM Global Consumer Industries, the goal is to highlight how AI capabilities can give retailers an edge in terms of speed, as well as prepare the next generation of retail executives with new skills leveraging AI in design. The AI system’s knowledge was then returned to human designers, who could use it to make informed design decisions for their next collection. 

“The machine learning analysis gave us insights about the Tommy Hilfiger colors, silhouettes and prints that we couldn’t begin to consume or understand with the human mind. This enabled the FIT Fashion Design students to take their inspiration from Americana or popular fashion trends and marry that with the ‘DNA’, if you will, of the Tommy Hilfiger brand across those dimensions to create wholly new design concepts,” explains Michael Ferraro, executive director of FIT’s Infor Design and Tech Lab.

Brands could use the system to create personalized clothing for a person based solely on their engagement with visual content. On a broader scale, it could enable a brand to forecast broader fashion trends based on historical data from its entire user base. Finally, the predictions could be used to guide the design of a product or an entire label. The next era of fashion is all about customization and forecasting. Algorithms will become trend hunters as data sets grow in size. Regulators are currently unable to keep up with the pace of change in fashion and technology. That is why we require fashion legislation, and we require it quickly. Because the future is here.

Resources-

1. The Design Act,2000 https://ipindia.gov.in/designs-act-2000.htm 
2. Copyright Act,1957 https://copyright.gov.in/documents/copyrightrules1957.pdf 
3. Information Technology Act,2000 https://www.meity.gov.in/content/information-technology-act-2000 
4. Rachel Arthur, (Jan 15, 2018) Forbes https://www.forbes.com/sites/rachelarthur/2018/01/15/ai-ibm-tommy-hilfiger/?sh=75ee23178ac0 

Customers are increasingly concerned about having a beneficial impact on the environment. According to research, 88 percent of consumers want firms to assist them in being more environmentally conscious. Fashion, on the other hand, is known for its wasteful methods that harm the environment. Fashion production accounts for 10% of global carbon emissions, which is higher than international flights and maritime freight combined. The apparel sector is to blame for 20% of all water pollution in the globe. If current trends continue, the fashion industry will account for 26% of global carbon emissions by 2050. Something must be done to correct the problem and disrupt the industry.

The fashion business produces 400 billion square meters of textiles each year, resulting in 60 billion square meters of cutting room trash. Sustainability isn’t merely a bandwagon for stylish consumers to thumb a lift in today’s pandemic-mutating world, afflicted by global warming and deprivation, and where fashion and lifestyle choices directly affect the environment. It’s a personal decision that encompasses environmental protection, seeking and resurrecting dying traditions and lost legacies, and assisting thousands of artists who have lost their jobs due to the coronavirus.

A slew of young Indian neo-fashion pioneers are pushing the boundaries of traditional creative imagination by incorporating local and exotic materials such as beeswax, watch parts, and coconut accessories, as well as cross-national techniques, exquisite but obscure traditions such as rural tile-making, and customizing avant-garde natural designs to elevate Indian design to new heights.

Fast fashion, like a cheeseburger, is rapid and innovative, enticing to the eye but bad for the body and the environment. Many fashion behemoths are shifting to a circular fashion economy, which has three main characteristics are the same garments must be worn and used more frequently, creating apparel with safer renewable materials, thereby discarding non-renewable materials, and reinventing and refashioning old garments while recovering textiles and fibres.

Suta Bombay

The sister duo has realised how involved everyone is in an irreverent lifestyle that moment they decided to take responsibility for the choices and try to live an eco-friendly existence. People’s priorities have shifted so much over the decades that it appears to have lost sight of the impact our species has on the environment. Some of the practical ways that simple measures can be taken at work were taken up by them to guarantee that we are on a sustainable path. At Suta, they re-use the internal packaging. Saree and other products are sent in eco-friendly cloth bags that can be used for shopping. Consistency in putting into practice realistic eco-friendly actions puts them on the road to a better future.

Pantone

A trendy cause is fashion. Pantone’s 2021 Colors of the Year are Illuminating (bright yellow) and Ultimate Gray, but the heart of fashion is turning green. As ethical lifestyles in eating, constructing, living, travelling, motoring, and shopping hint at making the world a guilt-free place, sustainable fashion is the rising trend in the world of print and couture. According to the Ellen MacArthur Foundation, which is urging fashion to adapt to a circular economy, one truck capacity of textiles is landfilled or burned every second somewhere on the planet.

Tentree

There have been some ventures that have given fashion a different aspect and aimed at trendy, sustainable and versatile fashion. Tentree lives up to its name by planting 10 trees for every item purchased, and even provides consumers with a number to follow the progress of their trees. By 2030, it is on schedule to plant one billion trees. Tentree’s apparel is made in ethical factories from ethically sourced and sustainable materials such as cork, coconut, and recycled polyester.

Everlane

Everlane combines sustainability and openness by disclosing the precise cost of each item to customers and displaying the factories where the items are created. To ensure that staff and production follow Everlane’s high ethical standards, the firm cultivates strong ties with factory owners. Everlane also just launched a clothing collection made from recycled plastic bottles and other repurposed materials.

Pact

Pact, this family-owned business in Colorado sells certified organic and fair-trade clothes. The entire supply chain is as sustainable and clean as possible, from cultivating and harvesting non-GMO cotton to producing the final pieces, and includes procedures that use substantially less water than standard cotton. Many of Pact’s goods are also made from recycled garments and linens.

Patagonia

Patagonia not only uses environmentally friendly materials in its outerwear, but it also encourages customers to mend old gear rather than buy new. Patagonia practises fair trade and keeps a careful eye on its supply chain to ensure that it is safe for the environment, employees, and customers. Its mission is to develop solutions to environmental problems that do not hurt the environment. Customers are urged to recycle old Patagonia gear and buy used things because the products are so durable.

Levi’s

Denim is known for using a lot of water to make a pair of pants, but Levi’s new WaterLess range utilises up to 96 per cent less water. Levi’s is committed to sustainability throughout the design and production process for this and all of its goods, including aiming toward 100 per cent sustainably sourced cotton and recycling old jeans into home insulation.

H&M

With the Conscious line, composed of organic cotton and recycled polyester, H&M is moving away from its fast-fashion beginnings. The company intends to lessen its environmental footprint by employing eco-friendly textiles and more sustainable production practices. Customers can also recycle unwanted clothing and receive a discount on a future purchase at H&M locations. By 2030, H&M wants to employ exclusively sustainably sourced materials across the board.

Reformation

To help clients understand the impact of their apparel, Reformation includes a description and score of its environmental footprint with each attractive piece. The pieces are manufactured in fair pay contexts using repurposed and sustainable materials. Since 2015, Reformation has been carbon neutral, and its manufacturing helps to safeguard deforested areas. Customers can also trade in their old clothes for credit toward new items at Reformation.

Vert Amour

To avoid wasting unsold items, this clothing manufactures outfits using ethically produced materials in smaller numbers. Amour Vert works directly with mills to ensure that products are manufactured with non-toxic colours and the most environmentally friendly textiles. Amour Vert plants a tree for every item purchased. In addition, the organisation has a zero-waste commitment and seeks innovative ways to recycle and reuse products.

Eileen Fisher

From the materials used to the ethical treatment of the people who sew the items, every facet of Eileen Fisher’s design and manufacturing process is meant to be as sustainable and eco-friendly as possible. To reduce fabric waste, the company avoids air transportation and employs innovative technologies. If the clothes can’t be resold, Eileen Fisher buys them back to recycle them into new outfits or transform them into art.

People Tree

People Tree was one of the earliest sustainable fashion firms, having been founded in 1991. The World Fair Trade Organization recognizes it as the only company that spends extensively on sustainable and environmentally beneficial methods, such as organic farming. People Tree uses sustainable resources such as organic cotton, natural fibres, and chemical-free dyes to support fair wages and healthy working conditions.

Consumers want to shift away from rapid fashion and toward more environmentally friendly solutions that are both fashionable and responsible. These businesses demonstrate that even minor changes to materials and methods can result in significant and much-needed changes in the fashion industry.

Rahul Mishra

In locations like West Bengal, Assam, Kerala, Madhya Pradesh, and Varanasi, the ten-year-old sustainable luxury label Rahul Mishra employs extensive handmade techniques to promote craft sectors. The designer, a strong supporter of reverse migration, takes delight in assisting his artisans in returning to their communities to work from their homes.

Kaisori

Emily, the founder of Kaisori, is a traveller at heart who has spent the last 25 years exploring India and falling in love with its arts and crafts. Her objective is to revitalize its legacy across the metropolitan landscape so that India rediscovers its love for handcrafted organic items like baking Athangudi tiles, a 150-year-old Tamil Nadu art form, and dabu work with phetiya designs from Akola, a hamlet between Chittorgarh and Udaipur.

Process Handcrafted goods are manufactured with natural materials and skills, resulting in continual work and progress for artists and the operation of a long-term business. Kaisori has 30 clusters across India, with over 500 artisans specializing in over 25 different crafts.

We need to take responsibility for our daily decisions as professional women. Commit to buying fewer items, wearing fewer clothes per day, and investing in pieces that will last. Wear clothing that will take you from the boardroom to barre class on your busiest days. Those of you who work on projects know how long the days can be, and investing in basic workwear is quickly becoming a valuable asset.

It’s all too easy to lose sight of the significance of purchase or the power you wield as a customer. Every day, we can take little effort to pave the way for a more sustainable fashion future.

Footnotes:

1. October 7^th, 2019, Amanda Cotler, Why Sustainable Fashion Matters. https://www.forbes.com/sites/ellevate/2019/10/07/why-sustainable-fashion-matters/?sh=55dcb16171b8

2. February 24^th, 2020, Blake Morgan, Companies leading the way in sustainability. https://www.forbes.com/sites/blakemorgan/2020/02/24/11-fashion-companies-leading-the-way-in-sustainability/?sh=77a394ca6dba

]]> https://fashionlawjournal.com/sustainable-ventures-in-the-fashion-industry/feed/ 0 https://fashionlawjournal.com/why-fashion-weeks-are-important-for-fashion-brands/ https://fashionlawjournal.com/why-fashion-weeks-are-important-for-fashion-brands/#respond Thu, 30 Sep 2021 06:57:04 +0000 https://fashionlawjournal.com/?p=2577 “Fashion is like eating, you shouldn’t stick to the same menu”

Fashion is one of the most dynamic, creative and rapidly growing industry and change is inevitable.

It is truly agreed by many famous people in the fashion industry, if you’re looking to build “brand fame” you must pay attention to what’s happening on the runways. The fashion weeks are important as they set a trend for the current season and influence the upcoming seasons.

 The fashion industry is expected to put up and execute four collections in a year (spring, fall, winter and pre-fall) and a few fashion weeks in a year. New York, London, Paris and Milan being some of the largest fashion weeks, there are a few over hundred other fashion weeks and fashion events going on around the globe presenting local fashion and trends .The fashion weeks cost a fortune to the brands, along with the digitalisation during this pandemic and being environmentally conscious we need to understand if these fashion weeks are really important to the brand.

Fashion is nothing but that evergreen process of evolution which helps not just individuals but the community as a whole to express themselves through a large platform. This is the only process that is dynamic as well as “goes back to time”. From the 1850s Paris had become the centre of famous and renowned fashion brands which kept growing heaps and bounds. A few brands started showcasing their latest styles on women and having fashion parades in the city. Overtime fashion parades became so famous that brands started hosting special events for which people had to pay to attend, this vaguely gave birth to the idea of fashion week. ”. In the early 1900’s the primary purpose of runway was about promotion and selling products which was then altered and impeccable new aspects were added that gave rise to the grandiose tangent.

Due to World War II it became difficult for people to travel to Europe to attend the fashion parades and events which resulted in the establishment of different fashion weeks around the globe.

One of the most glamorous and exhilarating experiences of fashion is “Fashion Week”.  It was started back in Paris by Charles Worth when he came up with the idea of living mannequins. It was a project very close to his heart as it worked wonders for him when his wife modelled his creations in their salon. It was back in 1911 when living models were used as a regular part for the fashion promotions. Every individual loves to track everyday fashion and its through platforms like “Fashion shows” and “Fashion weeks” where people of similar aesthetics bond. It’s a medium of expression for the creator as well as the muse. Something that is hands down agreeable was said by Bart that “If you’re not known by the industry, the only place to really be launched is on a runway. Where else can you be in a room with the

Most influential people in the industry who can actually elevate your career? The top editors are there. The buyers are there. The press is there. Social media is there. What we do to promote a model is try to find as many opportunities for them as possible, and with a fashion show, you have the eyeballs of the industry looking right at you.”

From the traditional style to the modern world, the fashion industry has seen a tremendous difference in the execution of fashion weeks. The main reason for these fashion weeks, right from the start, was to attract customers to buy new clothing and make them feel a need to possess new styles by glamorizing the Fashion Weeks.

Today due to the expansion of the fashion industry and new talents we have not just the Major fashion weeks but hundreds of other fashion weeks to showcase their haute couture. Due to steep entry obstacles in the major fashion weeks many small brands who refuse to feel left out arrange and execute fashion weeks in different cities and during odd times of the year to attract the existing momentum created by the fashion weeks. These events have managed to attract quite a lot of attention and have become a major field for building new brands and finding new talents.

As it’s rightly said that no two men ever judged alike, it stands true even in the case of Fashion. Talking about a pro catwalk Marc Jacobs, who has begun labelling his clothing with the word “runway”. Nate Hinton, the founder of the public relations firm, The Hinton Group himself is a 100% for Fashion shows.[1]

Fashion weeks are a way for brands to connect to their audience and stay close with them while understanding the audience in order to plan future events for the brand. Brands can showcase their collection to buyers and other eminent personalities in the industry and the customer through the fashion weeks. The actual audience being just of buyers which are mostly retailers and eminent people from the press who would make a buzz for the brand and the new collection to the customers from the time of the fashion week till the time the collection actually hits the stores. It was important for the brands to impress the live audience as they are the ones who can help them make through the season. Although with the change in times and increasing social media presence of the brands, the showcase of the collection can be done directly to the customers.

For medium and small labels fashion weeks are a huge branding and marketing opportunity as along with their collection they can land various different business opportunities and partnerships. Bagging different and big opportunities for small brands helps them climb the ladder and put them on the radar of the people of the industry. Fashion weeks open new dimensions for brands, create new contacts and communicate their vision to the industry.

“For me the show is the only moment when I can tell my story” designer Dries Van Noten once told The Independent.” It’s the way I communicate to the world” [2]

“If I couldn’t do my shows, I wouldn’t want to be in fashion” designer Thom Browne told author Booth Moore in her book in American Runway. “I look at my shows as my responsibility in the world of design to move design forward. I think they are such an amazing way of a more interesting context to fashion” [3]

For designers and labels, fashion weeks are like unveiling a part of them to the world , the culmination of ideas and thoughts put into the collection which talks a lot about the brand and what the brand stands for. Being recognised and appreciated in a fashion week boosts new talent and upcoming brands to contribute towards the industry which eventually helps the industry bloom.

Runways are a creative boon that help the fraternity to showcase their potential to the fullest and aspire for more. It is true that every decade that fashion enters into, a digital strategy would be crucial, however the experience and talent incubation of a runway will always be unparalleled.

Clothing provides a fantasy during fashion week where a retailer would be keener to buy into a label that provided a positive show experience. It’s a platform that resonates with creative minds and translates the right vibe. Julien Dossena’s spring 2019 Paco Rabanne runway show was one that felt instantly important to showgoers and translated into sales.

Amazing collections, incredible models and beautiful dresses are different pieces of the same puzzle that when put together on a runway change the dynamics for the industry.

Today, with the evolution of the industry and technology, fashion weeks are not only photographed, filmed and documented but they are live streamed on leading social media platforms to directly reach the target audience and consumers. Fashion weeks have now evolved and taken the digital world as their main source of communication with their mass audience. By including fashion bloggers and content creators who dominate the social media accounts of the young generations in the fashion events, fashion brands pave their way through. By this the intention of fashion brands seems clear, channelize maximum attention possible.

We can say that social media is the future and will help the industry. Digitalization will be a crucial aspect for every event but nothing can replace the real life experience.

In the modern fashion weeks, some events are just dedicated to a particular theme or the brand’s expression over a particular topic. Some of the outfits of such collections are not available for the customers. Modern fashion weeks make particular styles which might not be used in daily life or by common man but just by models or influencers for their instagramable content to create awareness about the brand.

Fashion weeks have no longer been limited to the industry but due to the digital platform they have reached directly to the consumer, so brands need to think outside the box and create an everlasting effect on the consumer in order to make that 6 min show on the runway lives forever in their hearts.

However even though Fashion has been evergreen and blooming tremendously, it has been affected amid the pandemic. Luxury clothing houses have long valued direct personal interaction through their fashion shows and hence focus on reinventing the industry through digital channels. The onset of the pandemic has adversely affected the economy of the industry forcing designers to think in a fresh way. In September 2020, in Milan Jeremy Scott created a COVID safe fashion show which then eliminated both models and audience which was replaced by miniature marionettes and puppets. With the uncertainty of the future fashion calendars and a heap of challenges to overcome it brings us back to the question whether Fashion week is the only option to sustain the flourishing of the industry? It makes us question the necessity of Fashion week.

Fashion week is an incredible part of the industry but as we believe in evolution as the only way to progress, adaptability is the key for sustainability.

There would have not been a buzz of fashionistas zipping across the town but definitely through digital platforms we would be able to do justice to the essence of Fashion week. When it comes to giving it the personal effects, smaller runways with socially distant catwalks could help bring back the enthusiasm. For all we know that virtual runways would be the game changer we have been waiting for. The need of the hour is not just to recreate the vents but to rethink them. This may help the retailers to buy at their comfort remotely. To rethink the decade old models is the challenge put forth before us and emerging out of it would help us review new dimensions. Virtual runways would be the game changer the industry has been waiting for. The need of the hour is not just to recreate the vents but to rethink them.

Sources:

Vogue.co.uk- A Brief History of Paris Fashion Week

Pelle Sjoenell (2017, September 12) [Guest Post] Forbes

https://www.forbes.com/sites/groupthink/2017/09/12/what-fashion-week-can-teach-every-business-about-branding/?sh=197665e2298d

Marc Bain (2019, September 7) Quartz.https://www.google.co.in/amp/s/qz.com/quartzy/1702320/is-nyfw-still-relevant/amp/

Steff Yotka (2020, February 4) Vogue.

https://www.google.co.in/amp/s/www.vogue.com/article/what-is-the-future-of-the-fashion-show/amp

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