Everyone in the fashion industry knows that Paris is the fashion capital of the world, and it is always safe to say that the top designers originate from France as well. This is why it comes as a great surprise that some of the top fashion conglomerates in the world are putting their money on some young British designers.
Let’s take a look at Louis Vuitton Moët Hennessy’s investment in JW Anderson and Kering’s investment in Christopher Kane as examples. These two British designers are in their late twenties and early thirties, respectively, and are some of the first to have been taken notice by the French just this past year. This growing demand for English designers has changed the landscape of the London fashion week in recent times. This demand has grown to such great heights, that now one can even designate the two design hubs within London as Dalston and Miles End.
British fashion prospects are appealing to today’s market because they provide more of a revolutionary forward-thinking approach to fashion, compared to the French approach of sticking to the traditional and conservative styles that have been around for a long time. For example, McQueen and Galliano have shifted their focus from traditional styles reflecting on historical events like Les Incroyables based on the French Revolution to more modern styles that attach personal stories and features.
Keeping up with the theme of forward-thinking progress, British fashion designer, Phoebe Philo, has brought femininity and freshness to the forefront of fashion. Her designs are not only fashionable but also bring to light the progression women have made in the business world in modern times.
The Britishness aspects of squiffy, jokey, and ironic fashion are also falling out of favour on the catwalk. Burberry is the last label to keep some of these qualities but are extremely careful in the way they introduce them. The major shift within the UK fashion scene is also being noticed on the business front.
The young designers of today are beginning to understand the importance in the concept of brand building. Jonathan Anderson was only 26 when he began the label JW Anderson and fully comprehended that the fashion label was bigger than just him. Topshop took notice of his brand presentation right away, and together the two produced a diffusion collection of logo-ed scarves, sweeties, and pens at pocket money prices. Presently, you will find the new generation of designers more likely to be found sweating over how a design speaks to their brand value than over how it speaks to the seasons colors scheme.
Over the past decade, the BFC has been working night and day to bolster and secure the business flow of new and emerging designers. They do not want to see the same mistakes repeated of yester years. No longer will young talented innocents be catapulted into an industry for which college did not prepare them for. The lack of manufacturing, absence of financial acumen, or non existence of industry muscle will cease from holding promising designers from reaching their goals. Designers will now be offered a safety net of which they can learn the nuts and bolts of the fashion industry through. The BFC has worked hard to create a productive mentoring environment.
Not to mention, the digital age has altered the fashion industry immensely. Less commercially mighty fashion brands now have a platform that allows them greater visibility, heavily benefiting London’s newer generations. In short, social media allows brand awareness at little to no cost revolutionizing the fashion industry all together.
The fashion world’s next challenge will be to seize more control over the business side of the industry. These luxury investments are just the first steps in bringing this plan to life. The investment community is taking more interest in the fashion community now more than ever. This is positive news for new designers and the homegrown CEOs of tomorrow.