Fashion & Marketing

The “Open Space” of Style

Office dress codes have gone through a certain change recently, following the development of the street style accompanied by sportswear in the aesthetics of fashion. The appearance of new work/home lifestyle has also contributed to the transformation. However, the tailoring is slowly coming back, compromising the average quality of the fast fashion concept and teaching…

Read More

The Concept of Sustainable Luxury

The concept of sustainability was officially established in 1987 by the World Commission on Environment and Development [Brundtland Commission, (1987), p.47]: “Sustainable development is development that meets the needs of the present without compromising the ability of future generation to meet their own needs.” From being a stranger to the luxury fashion as such, due…

Read More

Instagram Scandal – A Threat to the Heterogeneity

Instagram is the second reality of the fashion world today. It is also a strong marketing tool, where everything might start and also fall. The most vulnerable part of it is the consumer who gets directly affected by any changes. The morning scandal around Miroslava Duma’s post with a personal message from her friend has…

Read More

Swedish Fashion – Pragmatism, Newness and Nostalgia

“Be yourself. The world worships the original.” -Ingrid Bergman At the turn of the century Swedish fashion started writing a new history radiant with such names as Acne Studios, Ann-Sofie Back, Lovisa Burfitt, Rodebjer, Whyred, Carin Wester, Sandra Backlund, Helena Hörstedt, Patrik Söderstam, Martin Bergström, Bea Szenfeld, Ida Sjöstedt, Tiger of Sweden, Nakkna, House of…

Read More

“Surprise”-Effect of A Fashion Collaboration

Today a lot of brands are a subject for different types of collaborations such as Louis Vuitton & Supreme, Vetements & Canada Goose. Nevertheless, some things can be learned from the retail experience of the former Parisian store “Colette”. A retail store had a goal to bring together products they liked and couldn’t find in…

Read More

The “Monarch” of the Fashion System

For many people today the word fashion would immediately be associated with a name of fashion designer. Vetements and Balenciaga are today strongly associated with a Georgian young man wearing a baseball cap and having a name Demna Gvasalia. The fashion house of Dior would even today, after more than fifty years since the death…

Read More

The Orchestra of Haute Couture

“The aim of art is to represent not the outward appearance of things, but their inward significance.” – Aristotle The Fashion Syndicate As officially recognized father of haute couture, Charles Frederick Worth was not only concerned about haute couture clothing but also about all the practical details and legal status of the hand-made craftsmanship. As…

Read More

Futuristic Odyssey of Smart Fashion

Fashion,futuristic fashion,smart fashion,thestylefibula,analytical fashion

Who of us today remember the new futuristic story “Things to Come” (1936) directed by William Cameron Menzies, displaying “social and political forces and possibilities”? Well, we can at least recall “A Space Odyssey”, which is an epic science-fiction story first told in 1968 and in 2001 produced and directed by Stanley Kubrick . In…

Read More

Commodification of Counterculture in Fashion Advertising

The year was 1976, when the Sex Pistols’ God Save the Queen went to number one and despite that fact, the band was refused air time by the BBC. Meanwhile, Vivienne Westwood and Malcolm McLaren, who were dressing the band, reopened their famous shop Let it Rock at 430 King Road offering transformed straps and zips…

Read More

Experience Economy Creates A New Fashion Leader – The Consumer

Experience economy gives rise to a new consumer, who does not only acquire a product but, as a part of shopping experience, adds a personal touch to the latter, taking a leading role in the trend-setting process and removing the borders between luxury and fast fashion. Such scenario creates a contradictory relationship between consumption and…

Read More