Samantha Cooper – Public Relations
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2020s Vision: Looking Forward

5/4/2021

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In the January 2020 issue of Vogue, model Paloma Elsesser told the magazine, “‘There shouldn’t be this grand separation between art, culture, fashion, and politics … Not every part of fashion needs to focus on politics and reality – this isn’t CNN – but ultimately, we all have a level of responsibility.’” Saying this just weeks before art, culture, fashion and politics around the world would change forever, this sentiment is all the more relevant as we consider the 2020s and the potential it holds for progress. 

While Business of Fashion used uncertain, challenging and disruptive to describe the fashion industry in 2021, the words I hope will describe the decade are accountability and innovation. The last year has been unimaginably difficult and has exposed old and new sources of pain in our society. Organizations have been forced to engage in a degree of introspection that many had avoided in fear of what would be revealed, or worse, indifference to how their operations affected the communities around them.

​Fashion in particular has failed its fans in many ways, whether it be in lack of multivariate diversity, cultural appropriation, elitism, treatment of workers or environmental impact. As glamorous as the industry looks from the outside, it is rooted in a long series of hurtful decisions that need to be changed. It is long overdue that every facet of the industry, from designers and retailers to influencers and the media, takes responsibility for their history and creates actionable change. No one should have to feel guilty about supporting an industry that should be about pure love for art and self-expression, though its current state seems to be spreading a contradictory message.  
"The future is coming, it just hasn't landed yet." 
That being said, I don’t think all hope is lost. The innovation, creativity and passion that has come out of the pandemic is insurmountable. From Aurora James and Marco Bizzarri to Samira Nasr and Jonathan Anderson, it is so empowering to watch people not only push the boundaries of what a fashion brand can do, but also so strongly and publicly challenge the principles that the industry was built on. The work is far from done, but we are finally moving in the right direction, and that feels really good to write. 

When I asked a friend currently in the industry for her thoughts on this project, she told me, “The future is coming, it just hasn’t landed yet.” We are living in an era of uncertainty and big questions, and while it’s uncomfortable, it is okay to sit with this inconstancy as long as we are learning from the world around us. There’s no playbook or one-size-fits-all solution to work from, but committing to finding the best framework for the scale of each organization individually is how we push forward. As I said earlier, it has been a defining year to be a young person in the United States, and a fascinating one to be a fan of fashion. So, I’ll close with the hope that the next decade of fashion will live up to the generation that wants to be part of bettering it.
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2020s Vision: Influencers

5/3/2021

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In 2021, everybody wants to be an influencer. The job certainly has its perks, especially in fashion, with free clothes and exclusive brand experiences galore. But if the pandemic taught us anything, it’s to not get too comfortable. As the space becomes more and more saturated, the most valuable influencers will be the ones with identities outside of the pictures they post on social media. Since spending is limited, when a brand partners with an influencer, they want to see selling power, not just brand awareness. Influencers who understand business and the value they offer for creating sales will be best positioned for growth. 

Julie Sariñana, better known to most as @sincerelyjules, is what we call an OG. With a dozen years of experience as a blogger and over a decade building her brand, she understands what her loyal fanbase looks for in her content. So when activewear curator Bandier looked to launch its first influencer campaign post-COVID, Jules had something very unique to offer. A multi-faceted content creator, not only is Jules the subject of her posts, but she also styles, shoots and edits them. This is the definition of a win-win: Jules has the control to ensure that the pictures she produces flow with her existing brand, while Bandier gets to keep costs low. It also doesn’t hurt that her Instagram posts average around 30,000 likes each.   
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People are quick to say that influencers are the new magazines, but as “influencing” emerged as a profession, their roles have diverged. People look to editors for interviews, setting trends, elaborate editorial photoshoots and behind-the-scenes access to couture. The best influencers, however, gain their credibility from relatability. Followers look to influencers for product recommendations and style advice, making them the ideal forum to bring magazine trends to life, and connect those trends to specific items that followers can buy right away. 

To prioritize authenticity, influencers should communicate with followers and ask them what content they want to see. This gives influencers an opportunity to expand and diversify, maybe even working with brands outside of their original scope. That being said, influencers should define their aesthetic and stick to it, producing the content they are passionate about. When content is driven by actual interest, sponsorships will follow. On the brand side, companies should look to start relationships with influencers who are already posting about their products. It’s much more valuable to turn fans into partners than to turn influencers into fans. To put it simply, garnering mutually-beneficial relationships is the secret to influencer marketing success. 

Influencers are here to stay, and the more brands are able to learn about the benefits of working with them, the more people will throw their hat in the ring for the job. Once that saturation point is hit, however, the most skilled and versatile content creators will rise to the top. While they have completely changed the way we understand models and traditional celebrities, the ultimate outcome provided by influencers is a closer relationship with consumers, which is also the most important thing for brands looking to achieve sustainable growth.
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2020s Vision: Data & Analytics

5/2/2021

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Most of the time, when we talk about data and analytics in connection with social platforms or purchasing patterns, we’re talking about stolen or unethically-sold personal information and ultra-targeted advertising. While this conversation is crucially important, there are also examples of positive uses of data that benefit companies, consumers and the environment. Across industries, data is a powerful tool used to improve decision-making and long-term strategizing. When used responsibly, data gives brands the opportunity to understand the wants and needs of their target audiences in a more comprehensive way than ever before. Since fashion is so personal, data and analytics open several doors for designers, buyers and executives. 

For the last several decades, fashion was defined and led by instinct. Designers relied on their creative vision to spot trends and translate them into garments. Then, buyers relied on their gut feelings to choose which of those garments would translate into a mainstream, consumer-friendly environment. These people will always be essential in the fashion production process, but in no part of these conversations were customers ever consulted, even though they are the most important piece of this puzzle. Of course these resources haven’t existed until recently, but now that they do, it’s time to use them to their full potential. 

From a logistical perspective, as well, the use of data presents key steps toward streamlining sustainable practices. When customer sentiment is analyzed prior to the start of production, the number of samples constructed and destroyed decreases exponentially. In addition to better meeting consumer expectations and desires, data also has the ability to stop unsuccessful product lines before they start, keeping millions of garments out of landfills annually. 
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You’ve likely never heard of the brand redefining and pioneering data in Gen Z fashion, but this is what the future of fashion looks like. Meet Finesse, the information-driven, diversity-fueled gamechanger in next-gen apparel. Employing the exclusive drop model of streetwear giants like Supreme, Finesse uses trend data from around the web in tandem with AI technology to create virtually prototyped looks. Once these outfits are posted to the website, fans can log on and vote for their favorites, pre-ordering the ones they want. Those pre-order numbers inform the number of units that go into production, eliminating waste while taking advantage of the thrill that comes from scoring a limited-edition piece. This business model is genius for so many reasons, but most of all, it is beyond impressive that one brand was able to address every major value of the next generation of consumers. And that collection of ideas is only possible because of data. 

The power and potential for technology in business today is beyond what anyone could have dreamt, so in terms of the next decade, there’s no use in predicting what’s to come. All we know for sure is that data has changed the way the fashion industry interacts with and understands consumers, and that influence will only get stronger. So if you want something from your favorite fashion brand, now’s the time to ask for it.
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2020s Vision: Experiences

5/1/2021

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The 1990s and early 2000s were the golden age of fashion weeks, when tents in Bryant Park signaled the opening of a season of glamour, celebrity and the celebration of design. In the 2010s, as new technologies and opportunities emerged, the format that was once characteristic of fashion weeks around the world started to disintegrate. In 2020, in-person experiences were suddenly impossible, and as much as everyone craved that semblance of normalcy, a few things became clear. Traditional fashion shows relied on the curation of an experience that was fueled by energy used to highlight the garments. In a video format, however, while it is possible to translate that (mood), few digital shows gave proper attention to the actual pieces and the detail and hard work that went into crafting them. 

There are a lot of benefits to digital presentation. Access is democratized, and any fan of a designer can tune in to see their latest collections. Gone are the days of waiting to catch a glimpse of your favorite model or socialite leaving a show, since everyone has the same view from their couches at home. There is also a major sustainability angle here, since virtual shows eliminate the need for overseas travel and the impacts of event production. According to Ordre, attendees of fashion weeks in New York, London, Paris and Milan are responsible for 241,000 tons of carbon dioxide emissions, which is enough energy to light Times Square for 58 years. This is a massive price to pay for a few events each year, and digital presentation provides a solution. 
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That being said, consumers have been slow to accept digital shows, and engagement numbers reflect that. But since the digital format isn’t going anywhere, there are a couple ways to move forward. The biggest opportunity lies in capitalizing on the ability to share a narrative, giving fans a look into every aspect of building the collection. The Maison Margiela documentary by Nick Knight is a perfect example, as GoPro footage, Zoom interviews and text messages were combined with comments from creative director John Galliano to build a never-before-seen window into the creative process of a couture house that is notoriously mysterious. As the world shares its desire for connection, projects like these are a gift to fans of fashion who are eager to soak up every detail they can.
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The COVID-19 pandemic set off a chain of innovation across industries, pushing brands to reconnect with purpose and find unique ways to communicate that to their audiences. On standards of creativity, noteworthiness and progress, Loewe surpassed everyone’s expectations with a project that was quite the opposite of digital. To highlight the key inspirations behind the Spring Summer 2021 Men’s collection, created a tangible, sensory experience through items that were mailed to those who would have normally attended the event. The #ShowInABox contained a note from creative director Jonathan Anderson, paper lookbooks, fabric swatches and more. Through these and details about the intended set and soundtrack, not only can people imagine what it would have been like to attend, but they can also hold their own piece of it. 
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Though it doesn’t take away the pain and tragedy of 2020, it is amazing to think that some of these feats of artistry would not have happened without such a vast global reset. In the next decade, designers should continue to push the boundaries of industry traditions, creating experiences that speak to the vision of each collection in innovative ways.
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2020s Vision: Fashion Media

4/29/2021

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For as long as anyone reading this would remember, fashion media could be summed up in one word: Vogue. While hundreds of other glossy pages decorate newsstands in major cities around the world, Anna Wintour and her team have come to represent the height of trendsetting and couture coverage. Though it is the vehicle through which so many of today’s designers, thought leaders and rising professionals (myself included) fell in love with fashion, Vogue and its counterparts are largely responsible for perpetuating an unattainable, “aspirational” standard of beauty that was only represented by unnaturally thin, exorbitantly wealthy white women. To understand how we move forward, it’s helpful to unpack some of the structures that got us here. 

For much of their history, fashion publications were only able to exist because brands and houses would buy tens if not hundreds of thousands of dollars of advertising space within their pages. But when the pandemic ravaged economies everywhere, ad spend was the first thing to go for most companies, causing as much as an 80 percent drop in budget. Additionally, now that brands have access to digital technology that provides them with specific insights into the performance of their ads and their audiences, many are wondering why they should still invest in traditional platforms, especially when they are significantly lagging in embracing diversity and overall social progress. And as fashion has been unsuccessful in attempting to capitalize on traditional media’s move from print to digital subscription, what’s next for these legacy brands?

To break it down, there’s a choice of two paths forward. For publications that don’t care to shift their purpose, for a period of time, they will be able to coast on a recognizable name and make some changes to content. For some legacy brands with several generations of readers, there’s an opening for an e-commerce angle. Through brand partnerships replacing advertising, the curation of shopping experiences and product guides could give traditional publications a new niche. The other option, which I hope proves to be the predominant one, would be to follow in the footsteps of Harper’s Bazaar. When Hearst appointed Samira Nasr as editor of chief, making her the first woman of color to hold the role at its fashion leader, the publishing giant took some major action that many of its peers have failed to even discuss. In many ways, fashion media has been built on aspiration, and under Nasr’s leadership, that aspiration is moving toward social progress, not fame or fortune. In the next decade, fashion media will be categorized by those who lend their platforms to brands based on price tags and those who prioritize purpose.
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On a different note, a new category of fashion media has been defined by one very special Instagram account. Diet Prada, the brainchild of Tony Liu and Lindsey Schuyler, is a watchdog, a commentator, and when it is deserved, a celebrator of artistry. Whether it be calling out stolen ideas, cultural appropriation, celebrity missteps or racism in the industry, Diet Prada has never been afraid to bring a critical eye to a field that has been given far too many free passes. Liu and Schuyler are feared by many, but the irony is, they are simply shedding light on patterns that have been swept under the rug for years. A welcome drop of honesty and candor in an ocean free from accountability, as an independent effort, Diet Prada has the freedom to act with a level of moral integrity that most others have not found. 

Schuyler told Business of Fashion, “‘I want to be able to love the fashion industry more purely. The more I learn about it, I think, ‘Well this needs to change.’ It needs to change so that I can keep loving it.’” This is the energy all facets of the fashion industry, especially the media, need in the 2020s.
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2020s Vision: Social Responsibility

4/26/2021

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One of the many lessons 2020 shared with us was a reminder that corporate social responsibility only works when it is authentic. When brands far and wide, from every industry and sector imaginable, posted the infamous black square on Instagram last summer, we saw a few important questions emerge: What do consumers really expect from the brands they support? What value do statements hold in today’s climate? Where do brands go from here? 

True corporate activism, free from tokenistic attempts to hop on bandwagon conversations, requires two areas of focus: external messaging and internal behavior. Of course, it is important to keep customers and stakeholders informed on what companies are up to, especially when so much is constantly available at our fingertips. That being said, when 66 percent of consumers are willing to lessen or completely stop their support for brands who don’t treat employees fairly, what happens inside company walls needs to not only reflect the messages they are putting out but also the values of their target audiences. 

Whether it’s through diverse hiring practices, a switch to sustainable packaging or active improvement of working conditions in production facilities, to put it plainly, customers want proof. In a time when it’s easier than ever to write a few phrases on an Instagram story or make a quick donation, words from corporate executives are quickly losing their meaning if they are not followed by action. 

And this is not to say that all mistakes are death sentences. What it does mean, however, is that transparency is paramount, and that companies need to be acutely aware of their strengths and weaknesses. No matter how good a brand’s intentions are, it takes time to build credibility. After so many brands did it wrong during the height of the Black Lives Matter movement, hasty reactionary responses are easy to spot, and regardless of the thought behind them, they communicate not only lack of preparation but lack of meaningful investment in the issue at hand.
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When I think about the reputation and conversation surrounding Gucci, for example, it is far from spotless. The house has had its fair share of missteps, most notably through blatantly racist product releases. For many brands, just one of the mistakes that Gucci has made during its several decades of operation would have meant their sudden death, but Gucci was able to survive due to its deep embrace of accountability. From its launch in 2018, Gucci Equilibrium signified the brand’s effort to reorient itself with its core values, along with its willingness to open its doors to honest conversations with fans and customers. The site serves as a point of reference for Gucci’s plans to better the world and the people who inhabit it. In listing the brand’s goals and activities so publicly, Gucci is making a clear commitment to its stakeholders and encouraging them to hold the brand to its claims. Whether it be through racial diversity in the industry, global gender equity or its journey to carbon neutrality, Gucci invites customers, both current and future, to join them in honest dialogue. 

While some of the other trends in this series require technological advancement or major shifts in business strategy, corporate social responsibility really only needs transparency and understanding in order to thrive. Audiences expect beautiful garments and now equally beautiful motives for progress, so the integration of offerings and values will define the next decade of brand leaders.
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2020s Vision: E-Commerce

4/25/2021

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After the events of the last year, it would be easy to declare retail dead, and in many ways, a version of it is. Now over a year into this new normal, we saw a predictable boom in e-commerce as people shopped from home, but the desire for curated, personal shopping experiences never waned. In luxury especially, e-commerce was once used as a complement to physical stores, but the pandemic quite literally flipped that dynamic on its head. Moving forward, while many consumers opt for the convenience of purchasing online, physical spaces still provide a unique opportunity for customer acquisition and brand awareness. 

Other industries have clear e-commerce giants that aggregate major brands into one digital destination. Aside from the obvious Amazon, music has Spotify and footwear has Zappos, while high fashion still needs a leader. If it can capitalize on this gap, Farfetch is in a great position to fill it. In addition to already having its platform outfitted for the global marketplace, Farfetch also has the advantage of seamlessly integrating e-commerce with brick-and-mortar, even in the case of independent boutiques. While the conditions of 2020 hit small businesses particularly hard, a global e-commerce player like Farfetch not only has the ability to connect shoppers with stores in their area, but it can also widen their exposure in ways that wouldn’t otherwise be possible. Farfetch just might have cracked the code to retail integration without online cannibalization. 
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Direct-to-consumer brands, in addition to being built with e-commerce strategy in mind, uniquely represent progress in everything from communication to sustainability. In many ways, this foundation allowed these brands to endure the COVID-19 pandemic with an agility that others lacked. With the unexpected emergence and the unprecedented scale of the challenges posed by 2020, growing pains are certainly expected for brands who were initially resistant to e-commerce. When five years’ worth of growth occurs over six months, we can certainly expect a period of adjustment and recalibration. But the final piece of this puzzle, similar to other trends, is a shift in corporate mindset. 

The thought processes of many of the most prestigious fashion houses reflected a world where the exclusivity of high fashion and the accessibility of the Internet could never coexist. Not only does this devalue the opportunity to share the artistry of fashion with the world, it denies openings for advancement that come with meeting the customer where they are, which during 2020, was only through a computer screen. Embracing e-commerce in ways that make sense to individual brand identity undoubtedly represents the future of consumerism in fashion, and those who fail to innovate will feel the consequences.
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2020s Vision: Sustainability

4/21/2021

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Sustainability is the perfect example of an existing movement that was accelerated by 2020 and launched as a core value that will likely define the next major generation of consumers. Though generally associated with the use of eco-friendly textiles and the reduction of unnecessary packaging, sustainability invokes a greater conversation about consumerism and how people and purchasing interact. Impactful progress toward sustainability will require a change in narrative around fashion cycles and our relationships with the clothes we buy. 

High fashion has thrived through a lens of exclusivity and the sense of status gained from wearing revered designers and pieces. To keep that elitist illusion alive, instead of putting items on sale, many brands would rather burn last season’s collection than see those garments trickle down the socioeconomic ladder. Not only does this significantly contribute to the horrific emissions attributed to the fashion industry, but it also feels incredibly disrespectful to the artistry of fashion to allow this practice to continue. So let’s look at how resale can shift this ideology. 

Small but mighty, the resale market for apparel is growing 21 times faster than that of new clothes. In addition to the obvious benefits of keeping items out of landfills, many high fashion brands have failed to see resale as a key opportunity to make a connection with Gen Z customers. Since Burberry is a major offender of destroying old merchandise, let’s say a college student buys a Burberry purse on ThredUp since she loves the style but can’t afford the retail price. When she gets that bag and loves it, if and when she can afford the current season’s styles, she’ll be way more likely to return to that brand. By refusing resale opportunities, brands are basically turning away new customers at the door.
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While that’s a shift needed on the brand side, it should be supported by an equally important shift on the consumer and media side. Social media, in particular, thrives on newness. Repeating outfits has become the cardinal sin of Instagram, and followers demand to be constantly surprised and stimulated. The nature of fast fashion has also contributed to this idea that there’s always something new you should be buying and posting about. 

For this to change, respected and influential names across the industry will need to rewrite what it means to be a lover of fashion. Those who are authentically invested in fashion shop by feeling, not by trend. They purchase items that they appreciate as works of art, items that make them feel good and items that they intend to have an extended relationship with. Promoting this kind of consumer behavior is not only more environmentally responsible, but it also returns humanity and emotion to an industry that has lacked it for too long. 

Scientific advancement will come with time and continued investment, but the mindset around sustainable consumerism has the most room for growth and participation from all facets of the industry. Brands should look at their supply chains, influencers and celebrities should consider the values of the brands they promote, and the media should shed light on examples of integrity and innovation in sustainable fashion. This holistic industry approach to sustainability will not only create a system for accountability, but it will also meet consumers directly through a core value of undeniable personal and cultural importance.
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2020s Vision: Diversity

4/20/2021

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It would take hundreds if not thousands of pages to unpack the countless ways the fashion industry has failed at diversity in its history. But after the year we’ve had, it didn’t feel right to start with anything else. Plenty before me have listed those failures as a means to shame and ridicule designers and the brands they represent (and rightfully so), but here, I want to point out a few key areas that converge as a path of opportunity. 

There is an inherent dichotomy in the way fashion has treated diversity. The first part is representation, dismantling the unrealistic physical standards built and perpetuated as commercial strategies. Though it took far longer than it should have to start, we’ve seen the reliance on these standards disintegrate as customers demand change. In the last year however, as one of many conversations amplified during the Black Lives Matter movement, we’ve seen a revitalized and necessary concern in not only the outward image brands are portraying, but the diversity of thought, life experience and people that make up those brands. Here is where the differences between diversity and inclusivity become especially important. 

Racial or size diversity in an advertising campaign as an attempt to satiate frustrated social media users is no longer going to cut it. Today’s consumers, more informed and value-driven than any before them, want to see quantifiable and impactful change coming from top decision-makers. In some cases, this will mean the creation of executive roles devoted to diversity and inclusion, like Gucci did for Renée Tirado in 2019, but these responsibilities should not be siloed to one position. 

Diversity can be achieved with an act as minimal as opening a seat at the table, but that far from guarantees inclusivity. Inclusivity requires not only the invitation of diverse perspectives and ideas, but also ensuring that they are met with the attention and validation they deserve. This comes from the culture and environment that a company works to uphold at all levels, not one where one person is tasked with managing it.
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With no existing regulating body or defined standards of best practice for issues of diversity and inclusion, in terms of race specifically, Black in Fashion Council has a plan for change. Taking inspiration from the Human Rights Campaign’s Corporate Equality Index, according to the Washington Post, the Black in Fashion Council is building a numerical system that will allow companies to better understand their performance in criteria including, “the makeup of a company’s board of directors, whether it advertises in Black-owned media or media aimed specifically at Black consumers, the diversity of its supply chain and whether unconscious-bias training is an ongoing effort.” 

Though the roots of diversity efforts lay in human rights and respect, the ability to consistently measure progress through data is a major step toward lasting impact. These concepts are big, and especially on such a public scale, there is great fear of failure. Being given concrete direction toward improvement will not only push companies to do better, but it will also blatantly reveal those who fail to recognize why diversity and inclusion are essential. On the retail level, the push of the 15 Percent Pledge brought Black-owned businesses to the forefront and to 15 percent of the shelf space in major stores like Target and Shopbop, and the Black in Fashion Council has the chance to bring that momentum internally to brands. Next, hopefully this model can be brought to fashion media to set goals for both page space and editorial staff, creating a similar plan.

This is far from an exhaustive conversation about diversity in the fashion industry, and I am far from an expert. What I see in these stories, however, is a clear window of opportunity. The kind of change that is necessary for authentic commitment to diversity and inclusivity has to come from within, and while this is not exclusive to fashion, it is time for fashion to take and show real action. 

Maybe above all others, my primary hope for the next decade is for significant structural progress toward meaningful corporate diversity, in fashion and all other industries, to be written about as a tenet rather than a trend. 
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2020s Vision: Current Landscape

4/19/2021

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It has been a defining year to be a young person in the United States, and a fascinating one to be a fan of fashion. When the whole world stopped, industries across the board were forced to grapple with their propensity for flexibility and innovation. Art was a safe haven for a lot of us in 2020, with music and television giving us a window into a realm where challenges seemed simple when compared to the panic and major questions weighing heavy on us each day. In fashion, while consumerism took a dive, an important opportunity emerged to bring some of the industry’s persistent whispers to full conversations. I choose to see this as a recalibration, a clear chance to consider the priorities that did and should define fashion at the start of a new decade. 

When asked to describe the state of the fashion industry in 2021, executives came back to three words: uncertain, challenging and disruptive. Though the journey is shaping up to be untraditional, these three words represent change. Generation Z has already proven that they will not stand for many of the elitist, exclusionary practices that were characteristic of fashion in the early 21st century, demanding expanded and authentic commitment to sustainability, diversity and overall integrity. While those expectations have been growing, the COVID-19 pandemic presented a set of problems that no one could have prepared for and in turn served as a catalyst for many necessary shifts that the industry likely should have welcomed years ago. For someone who wants to build a career in fashion, I don’t think there has been a more exciting or pivotal time to participate in what will hopefully prove to be the start of a new era. 

In this 2020s Vision series, I plan to look at some of the major forces set to define the next decade of fashion, as well as the people and brands emerging as pioneers. While in many ways it feels like we’re in the eye of the storm, join me in exploring essential trends and the questions that have yet to be answered when we think about the fashion industry. ​
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