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Fashion Passion

“We have this saying, Christy and I.

We don't wake up for less than $10,000 a day.”

Linda Evangelista

Fashion is definitely the only instance where trend and movement coexist cooperatively. In all other industries, we have the trends as the maximum line, with long durations and a kind of tedious stability; where countless movements struggle with each other to become a new trend.

Not in fashion. Nothing defines Swinging London better than Mary Quant's miniskirt, but no one can forget that black, sequined, and simple dress from the 1983 YSL Collection, which had as its only accessory a huge pink bow on the back. If Quant's miniskirt was a trend that has reached the status of eternity, Givenchy’s LBD characterizes that unforgettable movement that takes our breath away, which makes us dream and cements our passion for fashion.

The fashion industry has characteristics that distinguish it from all others; where a post from one of the Kardashians may be worth $1 million, and negative comments from one of them may topple the stocks of a powerful social media company.

By 2015, the top 100 luxury companies have sold a total of $ 212 billion, with the top 10 concentrating almost 50 percent of the market. In an industry that grows 5.2% a year, 39% of customers today demand diversity in the distribution channels (home delivery, for example); 44% expect better gifts for their loyalty to the brand, and 45% express their expectations for personalized products and services.

The fashion industry is highly competitive, it feeds on novelties, lives in the midst of movements that characterize each of the luxury brands, and these, in turn, incessantly seek that trend that will make them memorable.

Hermès, with the iconic conversation on the plane between Jane Birkin and Jean-Louis Dumas; the red of Valentino; the Miss Dior that Christian Dior sprayed all over his store at the launch of his first collection on Avenue Montaigne in 1947 and which honored his sister Catherine; the YSL female tuxedo; the pearls, camellias, the 2.55 and the metallic chain in the bars of the Chanel skirts, that guarantee the elegance of whom carries them. Without forgetting the freedom granted by Paul Poiret, getting rid of corsets and petticoats; Madame Vionnet, an architect among stylists; Elsa Schiaparelli or simply Schiap, who in addition to being a stylist was highly stylish, with her snake-shaped belt used as a necklace and her no less iconic granddaughter, Marisa Berenson.

Pretty soon the world will witness yet another surprising trend launched by the fashion industry. It remains to be known which of the iconic brands will create the movement that will take our breath away, make our hearts beat stronger, and allow us to dream. All that is what characterizes being in love. One tip: you will feel this passion in the air…

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