Fashion in 2025
an attempt to illuminate the dark predictions
Dear soul,
slowly the dark matter prevails and even fashion becomes a place where only grey, black and navy survive. In other words: yes, it’s November and yes it’s dark at 4 pm (at least here in Copenhagen) but the sun visited us yesterday and i got a glimpse of her to write this weeks newsletter.
Just as sudden as the sun came through the thick layer of clouds, I think the dark predictions in fashion aren’t that dark. But let’s dive in: the BoF stated a new article about how tremendously the industry will suffer from the political situation, inflation, the shift in the market from the past years in 2025. Not to forget the increasing gap between ultra-fast fashion and sustainable or mindful shopping. The latter topic has basically fallen of the agenda, executives say. Sounds like nothing new but just the consequences of the world and fashion has always - and i mean ALWAYS - been a mirror of our society, environment and structures.
Listen, when I read this article I smirked a little out of hope! In my ears this sounds like one big opportunity if you replace the words like sluggish, lack and lower consumer appetite with: SLOWING.THE F.DOWN. And that is exactly what we want! AND NEED!
We want mindful consumption, we want shifts to a more sustainable shopping behavior, we want in-shop real life experiences. And the market is just the mirror of what we crave so badly: an exhale, a pause and soothing. This article literally just described the bumps in the road needed to make this vehicle drive slower and more conscious! Because growth isn’t always measurable in numbers, in exponential gain, in wins and shares. Real growth happens internally first, moves and declutters to then shift in the outside world. And yes, fashion has to change - sooner or later please. But I refuse to believe that external stagnancy is viewed as something bad. We’re humans - apparently we love it the hard way.
And personally, I learned: the slower you become on the outside, the more time you have, the faster you change internally, the more space is created, the more capacity you have, the more creative you become. I hope the predictions are right. Here’s to they may force us to re-evaluate, to reflect, to change - cheers!
x
Lea