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Fashion is not art. As Miuccia Prada reflected, the goal behind a painting, a sculpture or an installation is the same in all cases: the expression of the artist. Even if a painting were never sold, the work would be complete in its purpose simply by hanging on a wall. Van Gogh, for example, was an artist without selling paintings. So were those who painted the Altamira caves. But this is not the case with fashion because, Prada explains, the goal of fashion is always to sell you a skirt. And a skirt that is not worn by a buyer will be incomplete in its function. Precisely for this reason, fashion is not art. It is, above all, a business. And not just any business: it is a business of businesses .
Although when we talk about fashion we mostly remember an army of models walking down the Paris catwalk shouting “We should all be feminist” under an aura of empowerment led by Maria Grazia Chiuri, this image is only the visible part of this great iceberg that is the textile industry. It responds to a stakeholder pattern in which collaborative environments are created between audiences and, only as a result of this cross-dialogue between different profiles, anyone could wear those t-shirts that remind us that we should all be feminists.
In this way, any product that reaches the final customer is made through each of the synergies generated by a large organism that we call fashion . The life cycle of a garment begins long before a customer vp maintenance email lists buys it. The Dior tulle skirt, for example, has a long journey (or dance) before being tagged at number 30 Avenue Montaigne.
“The life cycle of a garment begins long before a customer purchases it”
The most aspirational sense
The first threads of this industry are hardly perceptible to society in general . The process of creating a collection means entering a world of intangibles where garments, not even in their fetal phase yet, are only aspirations, desires. In the case of Christian Dior, the house works to be faithful to its identity, which, in the 1949 documentary, The world of Monsieur Dior in his own words , the designer defines as a return to the norm with common sense . It is said of Mr. Dior that he recreated women and, therefore, under his legacy, the house has always worked from femininity.
Six models pose in various designs from Dior's Fall 2017 collection, including Adwoa Aboah in one of the tulle skirts.
Since 2016, when Maria Grazia took over as creative director of the French house, this femininity has taken on an updated meaning in keeping with our times. But the tulle skirt, the J'adior beret or the slingback shoes with accessible heels are still a reinterpretation of the brand's identity codes. But the process of creating these products does not only involve diving into the world of passions, but also involves the interaction between the parties whose work will materialize in a culmination: the fashion show .
The life cycle of a fashion classic
Firstly, fairs such as Première Vision, held once every two years, forecast the trends for the next catwalks and act as a meeting point for designers, suppliers and manufacturers who come to gather references. At this point, designers must face the greatest challenge facing fashion companies today: responding to social changes and calming the desire for novelty while demonstrating loyalty to well-established values.
Maria Grazia Chiuri has outlined the Maison 's new lines of production , adapting the lines of Mr. Dior and his successors to the active contemporary woman. Once the idea is drawn up, everything from farms and plantations producing materials to textile factories and weaving companies is involved . The brand seeks to establish channels of cooperation with its suppliers, most of whom are located in developing countries, in order to generate the greatest possible cost competitiveness. As stated in the Dior Supplier Code of Conduct , "the LVMH Group attaches great importance to the fact that its Maison and its partners share a set of common rules, habits and principles in terms of ethics, social responsibility and environmental protection."
