The road to success in the fashion industry consists of collaboration, challenges and finding your own rhythm
24.05.2013
A group of fashion’s leading professionals gathered in the Aalto University School of Arts, Design and Architecture for the Creative Currency- seminar to discuss the challenges the fashion industry is facing today.
The panelists, who work in various areas of the industry, included Marc Ascoli, Michel Gaubert, Jonathan Anderson, Luis Venegas, Benjamin Bruno and Karen van Godtsenhoven. The discussion was moderated by Daniel Thawley, the editor in chief of the fashion magazine A Magazine Curated by.
In an industry with a challenging environment and a constantly changing market, combining creativity with business is not always easy.
– Fashion designers have to adapt to a changing environment and take other positions upon themselves, which they have not previously had to embrace. The ways in which businesses are communicating and connecting with people is also developing, said Professor Pirjo Hirvonen, Head of the Department of Design in her opening speech.
– Fashion is a part of creative industry. It would be good to elaborate on what is required from a business in the fashion industry and in what ways they have to adapt to the quickly changing digital age.
Facilitating New Talent
It was agreed upon by the panelists that fashion competitions and awards serve as a means of support for new designers in making a name for themselves, as well as receiving financial support to begin working on their next collection or start a business. Without financial support, manufacturing the designs and filling orders is not possible. The power and success of collaboration among designers was also discussed. Taking risks with trustworthy people is important to succeed in the industry.
– Finding a working rhythm with enough challenges, which doesn’t exactly give us what we need, is the key to innovative design, the founder of the renowned fashion house Atelier 32, Marc Ascoli, described.
In recent years Finland, and especially Aalto University, has brought creative and skilled desingers to the industry. However in most cases the designers continue their work abroad. Jonathan Anderson believes the reason for this could be Finland’s lack of prominence in the fashion industry.
– Finland’s name and talent need to be made more visible to the industry. Once this has been achieved, collaboration with other designers is essential to bring the same markets here, Anderson suggested.
The winners of the Grand Prix at Hyères Fashion Festival Grand Prix 2012 and 2013 have been from the Aalto University School of Arts, Design and Architecture. The competition is known to be a significant beginning point for young designers.
– It cannot be a coincidence that students from the same school have been awarded in international competitions two years in a row. The teaching at our school versatile and prepares the students for the industry, which has been demonstrated in these competitions, says Pirjo Hirvonen.