I have a couple of questions for the designers .

Not so long ago another Fashion Week in Paris ended to the sound of fanfare. However, like a traditional fashion month. At events of a similar rank in New York, London, Milan and Paris, fans saw both a lot of great beauty and portions of outright horror. Very strange images, to put it mildly. />

While designers Loewe and Prada were betting on wearables and playing with custom cuts, fashion designers Diesel and Rick Owens decided to surprise with viral outfits. And, by the way, we have a new trend in front of us, which was rightly noticed by The Business of Fashion team. Due to the dominance of social media over the minds of consumers, designers have begun to invest not in the quality of clothing, but in its virality, which guarantees future views. And now the fashion designers Coperni release models and “cone” robots on the catwalk, and Heliot Emil presents a fiery image at all. In the truest sense of the word – with a fabric with a real flame.

Of course, for small brands, a viral performance can play a good joke – after all, you won't have to spend money on advertising later. However, if we talk about recognizable names, then with a bet on virality, eminent Houses can easily fall into one trap – leading designers can no longer do without the quality of clothes. Read more: 1 2 3 4 5 6 7 8 9 10 … 11 next. →