No worse time to start a brand

But more designers than ever willing to take the leap

There is a worrying upward trend in the number of designers planning to start a brand. The reasons for them wanting to do this vary: there aren’t enough industry jobs for the number of fashion grads leaving school, for example; or their values (sustainability, work/life balance, climate change, etc) don’t align with those of employers; but most often, motivation to go down an entrepreneurial route is externally driven. Rather than a deep, personal consideration, we see industry incentives becoming the main decision maker: the graduate landed in an uncertain post-graduation holding pattern where their work is being validated by media and some stores – making them believe there’s ‘traction’ and that they should start a brand, even if they never actually consider doing that. 

The shift is significant. Why, in these economically challenging times, are so many young graduates convinced that launching a business is a good idea?