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AVIE, Covid & the Future of Fashion

Aphrodite Dress

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As you all know, we believe in ‘Slow Fashion’, focusing on creating stylish pieces, rather than following seasonal fashion trends. Is it possible that the industry could follow suit?

It is in my nature to be positive and see the best in any situation. There is a definite reality that since the outbreak of Covid-19, many companies (including AVIE) have been faced with new challenges, changes in strategy, budgets being adjusted. However, I believe there is light at the end of the tunnel.

Yes, the fashion retail landscape may have changed forever; high-street stores will bear the brunt of the repercussions of the pandemic, while up-and-coming & established brands will need to be agile to adapt quickly to the new retail landscape. However, could this jolt to the fashion industry to change its ways for the better?  

Paris Fashion Week Tranoi, main hall with many exhibitors

As you all know, we believe in ‘Slow Fashion’, focusing on creating stylish pieces, rather than following seasonal fashion trends. Is it possible that the industry could follow suit? With smaller focused collections that prioritises quality over quantity, slotted into defined longer seasons.

When Liam first stepped into the fashion world back in 2012 he couldn’t fathom all the different seasons; resort, pre-fall, etc; and when I described the ‘drops’ within those seasons or usually earlier than needed, I noticed a vacant gaze – a similar look most people in other industries would have. 

Paris Fashion Week Tranoi, main hall with many exhibitors

With many brands or stores with inventory, are most likely going to sell through to July/August instead of discounting in end of May/June ready for the new autumn stock. This shift will realign products with defined seasons, therefore having a much longer period to sell at full price. 

It enables all brands to have a distinct clear message that stores and customers can buy into. Maybe people will fall in love with brands again, the DNA of a designer and discover that item that they want to wear season upon season. A more careful considered way of consumerism.

The short falls of fast fashion and ‘sale’ seasons must be apparent now, it’s not a healthy or sustainable model for the future of fashion. Thus, the emergence of more sustainable and ‘slow fashion’ brands coming to the forefront.

So, let’s hope there is little light at the end of the tunnel, and people, practices and industries might change for the better. Better shopping habits, better choices, better environment.

It sounds good to us, I hope you feel the same.

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