Fashion & Marketing

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…

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“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…

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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…

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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…

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Futuristic Odyssey of Smart Fashion

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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…

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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…

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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…

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From “Minister of Fashion” to Stylist

Fashion today has turned into a vivid carnival of colours, cuts and styles, where individuals are supposed to find their own personal voice. For some of us identifying personal “style” is an amusement but for others it is quite a challenge. According to Oxford English Dictionary the word style inter alia means a distinctive appearance,…

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Thoughts & Cuts

Do we really know what we want, especially today when all the rules and dress codes seem to be more or less mixed up or abandoned? Fashion today requires certain knowledge to navigate within its borders, doesn’t it?

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Vintage Time of Luxury

Vintage luxury watches are becoming a knowledge-based upward trend. Rolex, Patek Philippe, Richard Mille and Audemars Piguet are the luxury watch brands selling for record-setting prices at auctions. Expertise and condition followed by provenance are of high importance for potential buyers. The production quantity is the decisive factor for the purchase price. Philippe Dufour are…

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Iconoclasm of The Oldest Paris Fashion House

The sun has sunk below a cloud, after I saw the headline in Business of Fashion, “Olivier Lapidus Joins Lanvin Amid Plans to Make Brand ‘A French Michael Kors’”. WHAT? My mind immediately flashed back to the interview with the former fashion director of British Vogue for 25 years Lucinda Chambers, which was courageously published…

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