The allure of “See Now, Buy Now” fades in the face of slow fashion’s hand crafstmanship at Alexander McQueen And Rahul Mishra
Аfter 29 days in four cities, the international fashion shows for Spring/Summer 2017 came to an end with this conclusion: Although the “See Now, Buy Now” strategy may work for some brands, it is far from being accepted or encouraged by the majority. Only in New York and London were major brands such as Ralph Lauren and Burberry embracing the instant-sale service to customers.
Milan and Paris more or less rejected the idea – and for good reason. The fashion business, especially in Italy, is built on craftsmanship, making the idea of instant display-and-deliver unfeasible. Paris is the epicentre of artistic imagination, and “See Now, Buy Now” is risible in relation to a brand such as Comme des Garçons, say, where the show is a concept, not a sales pitch; or even at Haider Ackermann, where the colour mixes are unique. Chanel’s woven tweeds – often an illusion created by hand – are another example.
To round off the season, I have picked two houses – Alexander McQueen with the exceptional skills of designer Sarah Burton and India’s poetic Rahul Mishra -to review the power and the beauty of fashion created by human hands.
Source: #Suzy PFW Empowering Handwork: Alexander McQueen And Rahul Mishra | British Vogue
