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“As the fashion seasons are increasing in number with pre-seasons finding their way into the fashion calendar besides the traditional Spring/Summer and Autumn/Winter collections, the issue of cyclicality becomes even more challenging. In this scenario, ensuring a more efficient management of scarce resources translates into reducing the need to change designs as often. Besides reducing the number of collections per year, designers could be encouraged to focus their creative energy on stylish designs with lasting appeal and consumers to keep their clothes for a longer period of time.
The challenge to this proposed change is the fact that designers’ livelihoods depend on their creative talents and their creativity may be compromised if they are expected to produce more classic, timeless pieces. For this to work, the reduction in seasonality would have to be accepted at an institutional level so that all designers were behind the movement and anyone who didn’t back this drive for sustainability would be considered “not in vogue” or “so last season”.
As consumers use luxury fashion to affirm their status and values (the first principle of fashion I define in my book Unveiling Fashion), their loyalty to designers behind the sustainability drive would demonstrate they are fashionable in terms of their eco-friendly purchases. If, however, the idea of doing away with the seasons and quashing the designs on the catwalk seems problematic, perhaps the alternative idea of innovating with materials would wash more easily.”