[Events] Get off the hamster wheel!

Carol Morgan, speaking on global trends in luxury fashion, told us to get off the hamster wheel. Nothing is new in fashion, and fashion and design is not just about aesthetics, it’s about making something work.

The industry needs to ask itself what is happening in the world? Does it affect fashion and global trends?

Morgan used the example of trainers (sneakers) being highly popularised in New York during a transport strike in 1991 which forced people to walk to work.

She says there are numerous influences on fashion – architecture, sport and music, to name a few. “Inspiration is everywhere,” shes says. Observe, experience and connect.

The success of brands is not just about having money – it’s about having a sustainable product.

Again, Morgan stresses that we need to “Get off the hamster wheel!” Fast fashion is fast dying out; and sustainable design is the antidote to fast fashion. It’s not all about sequins and ostrich feathers. Morgan says that she believes that good design is not about styling, it’s about making something that works properly. She says good styling is not about the number of ’shapes’ you can put out – she suggests taking three shapes and focussing on the detail. Sometimes the simpler something is, the better.

Some questions she posed for suppliers to ask themselves:

• What do clients say?
• What is the impression your clients have of you? Perhaps you’ve got a great business mind but are not a people person. If so, find someone who is.
• Do you support retailer?
• So you have your product in-store, but are you supporting that store?
• Do you make people feel secure?
• When manufacturing, making deliveries, do people trust you’ll deliver when you say you will? Don’t take on more than you can chew – it’s not all about money. Do not say yes when you mean no. And if no, explain why – people want to know.

Morgan says that design about failure – it’s about making mistakes, learning from them and pushing further.

Experience and flexibilty?

“Don’t stay on the hamster wheel!” Morgan reiterates. Experiment and innovate. Rescue, recycle, renovate.