Durable creativity will protect you where the fashion system can't.

Leaning into uncertainty with Alastair McKimm, Max Pearmain, Nong Rak, and more.

In defence of durable creativity: Redefining the way we make and think fashion to avoid burnout.

THE PROBLEM: CREATIVES ARE NO LONGER SETTING THE PACE

Nobody fully agrees on when it started. Some believe it was the routine introduction of pre-collections, others blame the financial crash of 2008. Nor do they align on what exacerbated it, though COVID is mentioned most often. But everyone agrees on one thing: the speed of the fashion industry now exceeds human potential.

The number of designs is augmented on every occasion. New product categories are introduced seasonally. Additional collections are presented wherever there is a fashion week willing to showcase them. Behind the scenes, creative teams seem to receive only one brief: we need more.

“When I started, my team and I were working on 50 products per season,” one head designer at a luxury house told us. “Now, we do 300 every couple of months.”*