The trendsetters decree and the masses obey.
In my opinion, this is the unspoken rule of the fashion world. The most powerful brands not only set trends but also dictate our desires and preferences. This has been the dominant narrative for a long time, allowing for the creation and nurturing of a dictating culture in which our wardrobes reflect the visions of a few rather than the collective expression of individual identities.
Yet, as technology becomes more prominent in the industry's foundation, I believe a shift is on the horizon. The dictating culture will gradually shift into one of collaboration. For me, the emergence of NFTs is the most significant indicator of this shift. I believe that these simple and unique digital assets are transforming the relationship between brands and consumers from a purely transactional one to something far more relational. I envision a new fashion world in which we do not simply "buy" a piece but rather a voice in a brand's journey, we are curators of collections and stories, and participants in an inclusive community and diverse industry. ( In “Breaking the Dictate”, I explore this shift that I believe will occur in fashion ).
Along with NFTs, technology gives birth to digital fashion (actually, it makes us acknowledge the existence of digital fashion, which has been with us for decades - think of gaming skins or AR filters). What I like best about digital fashion is that it democratizes the industry by removing the traditional barriers that have kept the creative voices of small, but extremely talented designers muffled behind the heavy curtains of industry giants. Similar to how 3 decades ago streetwear birthed a platform for expression, digital fashion provides a platform for anyone to speak up and be heard. Through digital fashion, the voiceless minds and souls of today's industry will be given a stage, an audience, and the power to define what fashion means in the digital era.
Regardless of how influential technology appears to be in the future of fashion, I believe there is something even more dominant. I understand that, at first glance, it appears that technology is driving the next era of fashion. NFTs, digital fashion, augmented reality, and algorithms are buzzwords that dominate the conversation, promising a future in which technology is the tailor and trendsetter. Nonetheless, in the midst of this digital symphony, I see a different fashion's future. In this tech-driven era, where the digital and physical worlds intertwine in complex patterns, I believe that the human element - the creators, consumers, and curators - will have the most significant impact.
I believe this primarily because, despite our foray into the virtual, fashion remains a profoundly human pursuit at its core. Fashion it’s a form of self-expression, a means of community, and a canvas for personal and collective identities. It has always been about this, and no matter how far we advance, it will always be human stories, emotional connections, and community interactions that shape fashion's future, reaching far beyond the threads of technology.
Building upon this vision of a future forged through human stories and connections, let us explore concrete examples that embody this shift.
The voices that used to belong solely to the brands will now resound more loudly from the people themselves, thanks to the collaborative culture that I see emerging in the world of fashion. These voices, our dynamic, diverse, and determined voices, will shape the journey of a brand. Consumers in this new era do more than just consume; they become active participants in the craft of the very things they love, and as a result, they become the true trendsetters. This shift from passive reception to active creation, in my opinion, will mark a significant shift in the fashion landscape that will live on in the archives of fashion history. Trends will no longer be dictated; instead, they will emerge organically from where they belong: the very fabric of society, woven by the hands of many.
The advent of digital fashion, with its democratizing power, will not only revolutionize existing brands but will also give birth to a slew of new ones. I see these new brands imbued with the spirit of dreaming, and expressing, carrying a different DNA, one led by and created for the people. These creative minds will offer a more personalized and communal approach to fashion with each digital stitch and pixelated pattern. These smaller, yet powerful brands will rouse an industry that is less concerned with the monolithic brand and more concerned with the micro-narratives of individual creators and communities.
As I mentioned earlier, I believe that NFTs are transforming the age-old transactional relationship into something much more relational. In the future, community will be the core around which everything else revolves for both new and old brands. People will dictate, curate their ethos and aesthetic, and become more than essential to the brand's identity in the future. "People over product" will become the backbone and manifestation of any brand that wishes to survive, let alone thrive, in the future. What we are going to witness is not just a simple transformation, but rather a renaissance where the value of human connection and appreciation in fashion transcends the allure of the product itself, giving birth to a future where the greatest brand that we can ever wear will be the one of genuine human connection and collaboration.
As we weigh the emerging power of communities and individuals in shaping the evolution of the fashion industry, we recognize the transformative power of our collective will. The future welcomes us with open arms to embrace a new fashion paradigm led by the human spirit. We turn to contemplate what lies ahead, on the verge of a new dawn, with this understanding of our role.
The path I see unfolding before us is one of communities and individual creators, or in other words, people, ascending to the forefront of fashion's future. Whether you agree with what has been presented or not, we must acknowledge that we are on the verge of a new era in fashion. As I hope you can tell from my thoughts and reflections, I believe that in this day and age, when new technological advancements are the norm, and the entire virtual world awaits our exploration, it is the essence of humanity that will guide the way. Whatever anyone says, the most advanced algorithms and intricate networks, in my humble view, are creations of the human mind, designed to serve human needs and desires. We, the people, will hold the reins and guide ourselves into this new world of fashion, where technology will not be the master, but rather an instrument of our collective will.
Moving forward, we must remember that the human heart will always be the driving force behind progress. Our shared stories, collective vision, and willful spirit will cast the longest shadows in this interplay of shadow and light, tradition and innovation. After all, it is the lives we live within the fabric that define us, not the fabric itself. Hence, let us then dress not just for the moment, but for the legacy we wish to weave into the very essence of time.
Thank you for reading!
Have a fantastic day!
Eduard🌹
