#FASHION SHOW

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Fashion has always been an art form that breaks boundaries. The most successful designers are continually pushing the limits of their art form, asking “Why?” and then swiftly creating clothes before anyone can even answer. It makes sense, then, as we are thick in New York’s heralded Fashion Week, we’re seeing a reexamination of not only trends, but also the format in which those trends are presented. More and more, designers are abandoning the traditional fashion show and ushering in innovative ways to send their collections into the world.

This year, American sportswear designer Derek Lam gracefully bowed out of the traditional tent setting, opting instead for an intimate, invite-only luncheon at The Pool Room of the Four Seasons. While his equestrian-inspired pieces were still the main course, the niche fashion insiders in attendance were treated to a luxurious yet relaxed experience, meant to mimic Lam’s brand and clothes themselves.

Another notable example is fashion powerhouse Diane Von Furstenberg’s recent departure from the traditional girls-all-in-a-row setup. Instead, she opts to open the doors of her meatpacking district headquarters for an immersive fashion show experience, where models mingle as guests come and go as they please. Stacey Bendet, the designer behind Alice and Olivia, has long considered theatrical vignettes a more impactful way of presenting her collections. This year’s intimate, collegiate-inspired installation leaned heavily on the idea of educating the public on equal rights while simultaneously impressing everyone with her designs.

Perhaps the most innovative fashion shows this year happened somewhere completely unexpected – in the hands of everyone with a smartphone. A complete departure from the norm, designers turned the popular app Instagram into their own personal runway. Designer Lela Rose hand selected a group of fashion influencers to “debut” her collection on their personal Instagram pages. Kanye West took a similar approach with his notorious brand Yeezy, revealing his Season 6 Collection via hashtag in a series of posts from starlets, models, and socialites, all clad in his clothing.

The reason behind this departure from the time-worn fashion show is quite simple: the Internet has cut out the middle man between creator and consumer. In an age where anyone with a phone is a model and attention spans are shockingly short, standing out in the world of fashion is more difficult and more necessary than ever before. Whether that’s done through creating a profoundly intimate viewing experience or one that’s as accessible as tapping a hashtag, stale traditions have no place in our viral universe, meaning fashion presentations now have to be as fresh as the fashion itself.

brand identity

THE IMPORTANCE OF BRAND IDENTITY TO SUCCESS

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If you’re a designer or the owner of a business, you’re probably focusing on exposure primarily. After all, no one will buy your products if they’ve never heard of you. However, the fashion industry moves fast, and with so many options out there, getting your name out is no longer the quickest way to win picky customers over. Today, creating a strong brand identity is more important than creating a new line. Brand identity is a feeling your potential customers have about you, and cultivating a positive, valuable image is paramount to success.

brand identity

Innovation in fashion is important, and there’s value in being creative, but let’s face it: people are not going to spend two hundred dollars on a brand-name coat unless that name is more important to them than the knowledge that a knock off would work just as well. Brand perception can help you outsell products that are similar to what you’re producing. Defining your unique selling point is crucial to defining your brand. What’s the one thing that you have to offer that isn’t being offered by anyone else? It can be your name, quality, sustainability, ethical practices, or anything you choose, but you should only pick one thing that sets you apart. Make it your focus, and the rest will follow.

brand identity

Simply having a brand is not enough to fulfill all the requirements of branding your business. The visual aspect of business is very important. Customers should glance at your ads and instantly know they’re for your brand. Your logo should be as recognizable as Chanel’s double C or Puma’s leaping cat. However, visuals aren’t everything. Your brand encompasses the core of your company, including its practices, ethics, and values. In a world of increasingly informed consumers, these can be more important than the quality or functionality of your products.

brand identity

Once you pick your target audience, your goal should be to create an emotional experience for them to connect with your brand. This can be anything, from a poignant commercial to creating evocative memories associated with you. Imagine your customers’ first time walking into one of your boutiques, or the easy experience they had with your customer service. That, more than anything else, will earn lifelong customers.

brand identity

Fast fashion

POLLUTION IN FASHION: THE IMPORTANCE OF SUSTAINABILITY

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Let’s be real: no customer wants to pay more for clothing. Outside of celebrities who are expected to tout the latest and most expensive brands, people want their clothing to be affordable. Hence, the popularity of “fast fashion”: clothes that are produced quickly, sold cheaply, and can be thrown out without the consumer experiencing any guilt. While these clothing option may not hurt when you look at the price tag, they’re coming at a bigger cost than most people realize.

Fast fashion

Some examples of a lack of sustainability in fashion include the water waste produced by the denim industry, and Singapore’s 150,000 tons of textile and leather waste. Fashion in Asia is growing at an impressive rate. It’s more important than ever that countries like Singapore, Japan, China, and others cut down on waste. Student Maria Cruz, a fashion marketing major, said, “You think you have to save electricity, save oil, save water, but nobody thinks about saving your clothes.” Changing this frame of mind is part of a huge upcycling project she’s a part of at Raffles College.

Fast fashion

The fashion industry is one of the top global polluters. When people think of pollution, they think of leaking oil rigs, landfills full of plastic bottles, and factories pouring thick smog into the atmosphere. People don’t think about the textiles they’re wearing, which take tons of water to produce and often lead to that water—full of bleaches, dyes, and contaminants—getting dumped into waterways. Farmers in India “joked” that they could tell what dyes were trending based on what colors the rivers were turning. If that doesn’t turn your stomach, then you’re not paying attention.

Fast fashion

So, what is the solution? Some brands have been turning to “slow” fashion to combat the problem. Instead of churning out design after design, they focus on making fewer, higher quality pieces using more sustainable practices. Innovations in technology have helped, such as the breakthroughs in lasers that have revolutionized how denim is weathered. Another solution is for consumers to buy less and choose better quality items from ethical brands. We need to empower customers to research who they’re buying from and also convince brands that being ethical is the best way to earn business.

online store

ONLINE STORES VS. PHYSICAL STORES – ENEMIES OR ALLIES?

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Since the advent of the Internet, it has revolutionized fashion, industry, and the way people shop. It has changed everything from where people spend money to their standards for buying products. Another enormous effect it’s had is to inversely affect the number of online stores versus brick and mortar stores. Now is the time to make plans for how to grow in a market that is constantly changing and evolving.

shopping online

More and more people are shopping online, and as a result, there’s an inverse relationship between digital and physical stores. As the former grows, the latter shrinks. What does this mean for the fashion industry and for designers? Many things. It means retailers must consider the advantages of having online stores only: there is no store front to maintain and fewer concerns about loss and liability. These are attractive options for anyone who may be considering starting up, as it can save money to sell products online. The stores that adopt an omnichannel strategy empower customers to shop however and whenever they choose.

Thanks to e-commerce, customers no longer have to put as much effort into shopping. Gone are the days when they had to select a store, travel to it, sift through products by hand, make purchases, and then bring their selections home. Now, they can see your entire catalog with a click and make their choices quickly and easily. This benefits both customers and retailers, streamlining the process on both ends.

ecommerce

Social media is now a part of people’s day to day lives, which makes it a part of their shopping experience as well. The most obvious way it contributes is that if a person with clout declares their love of a brand or product on social media, people will see it and consider buying it. Also, thanks to “social proofing,” people now feel like once they’ve shared their new outfit on social media, it cannot be worn again. This has led to two important shifts: people are buying more clothing, but they are spending less on it.

Social Media

Whether just starting up or preparing a new business model, these changes in the market and how consumers interact with it are paramount to coming out on top. 

Brazil Fashion Miami

BRAZIL FASHION MIAMI 2017

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This event will be held in Miami at the Faena Forum Cultural Center and will offer both fashion shows and trunk shows, promoting Brazilian brands such as Martha Medeiros, Rosa Chá, GIG Couture, Jack Vartanian and Fabiana Milazzo, among many others, along with art exhibits, music performances, supporting community social causes such as: the Ballet Beyond Borders – Miami City Ballet and Projeto Olhar do Sertão.

Fashion Gallery Event

Miami is officially recognized to be the “Fashion Capital of Brazil.”  On November 3rd, 2017, from 3:00pm to 10:00pm, we are pleased to launch the event, “Brazil Fashion Miami” to enrich the community with Brazilian culture, creativity and Art.

“Brazil Fashion Miami” was Founded by Flavia Marchesini, CEO of Brazil Society LLC and Co Founder Giuliana Brandao, a Fashion Industry Expert, “guru” with over 20 years experience in Brazil – in partnership with NYFT – New York Fashion Trade.  This event has been accredited by the Consular Committee, and co-ordinated by the Brazilian General Consul in Miami – Adalnio Senna Ganem.

“Brazil Fashion Miami” is now an official part of the “Brazilian Social Calendar” of formal scheduled yearly events.

“A Journey Through Brazilian Experiences” was built on creativity, life and travel. An enriched program, offering exciting activities to promote Brazilian culture in the arts, music, dance, gastronomy and business.

“One of the main purposes of “Brazil Fashion Miami” is to continue to build a strong relationship between Brazilian and American cultures, in order to promote the element of creativity and business between both countries. Our mission is to promote the value of leading Brazilian talent in this global fashion market”, says Marchesini.

“The Brazilian Fashion industry encompasses over 30,000 formal fashion industries and employs approximately 1.7 million employees, of which 75% are woman,” said Fashion Ambassador, Angela R. Mann and founder of NYFT- New York Fashion Trade, a successful entrepreneur who decided to channel her hard work and humanitarian spirit to empower woman, by introducing their arts and crafts, handmade clothing and accessories to Miami, New York, Paris and to the Global world.

The event will be held at the Faena Forum Cultural Center in Miami Beach, and will include fashion shows, trunk shows, art exhibits, photography exhibits, music, dance performances and a Gourmet Food area.

The BRM Runway will host leading names in Brazilian Fashion such as Martha Medeiros, Rosa Chá, GIG Couture, Jack Vartarian, Ana Cárttori by Ama.me, Schutz, and Fabiana Milazzo.

We are also very proud to announce that Fashion Designer Martha Medeiros will receive a special BFM award for utilizing 100% Brazilian workmanship in her designs. Martha Medeiros designs are warmly welcomed and worn by celebrities all over the world.

This year “Brazil Fashion Miami” will be presenting its first annual “Brazilian Fashion Model of the year award” to an individual who has shown excellence in his or her contributions to the fashion industry within this past year.  

The Trunk show will feature a “see now, buy now” concept, as attendees will have the opportunity to buy fashions and accessories at the trunk shows of Martha Medeiros, Ana Cárttori by Ama.me, Schutz, Fabiana Milazzo, Margô, Cassia Mallmann, Salgar, Vix, Jack Vartanian, Lenny Niemeyer and Bossa Concept Store.

BFM will also exhibit the work of photographers Eduardo Rezende and Fábio Cabral, artist Carmem Gusmão, sculptor Fernanda Frangetto and the Great Modernist Masters, under the curatorship of Jade Matarazzo.

The Miami City Ballet will perform at the event, which will also include a pocket show with singer Beatriz Malnic, who is one of the leading names of current Bossa Nova artists.

“Brazil Fashion Miami” already has expansion plans for 2018 with the support of Apex USA, the Brazilian Consulate in Miami, ABEST, Saks Fifth Avenue, Saccaro USA, Dior Make Up, Bossa Concept, Lousier Desserts and Only Miami. BFM’s first showcase will be a milestone in the history of Brazilian Art and Fashion in Miami.

BFM Team:

  • Founder & Creative Director –  Flavia Marchesini – Brazil Society – Cultural Projects
  • Co-founder & Executive Director – Giuliana Brandão – NYFT – New York Fashion Trade
  • American Fashion Ambassador – Angela R.Mann – NYFT – New York Fashion Trade
  • Event Planning & Decor Director – Miriam Aguiar – Atelier 18 Events
  • Runway Director – Ana Cárttori NYFT-New York Fashion Trade
  • Visual/Arts – Jade Matarazzo and Carmem Gusmão
  • Hair & Make Up Stylist – Runway – Dafne Evangelista Beauty Lounge
  • Light & Sound – Sandro Andalaft – Muzik Corporation
  • Interior Designer (Event) – Daniele Guardini and Adriano Stancati – GSAD Designs
  • Fashion Photographer /Video – Messi Schneider
  • Marketing Agency – Ana Alice Soares – Agencia Divina