WHERE DOES FASHION GO AFTER COVID?
We asked an exceptional testimonial: Massimiliano Bizzi, founder and beating heart of White Show, the research fashion show that has become the most important contemporary fashion event in Italy. He settled at Superstudio in 2002 , from that moment he began an incomparable growth and success. With White during Fashion Weeks fashion invades the whole Tortona area: more than 500 companies bring their message of creativity always with increasing attendance and interest. And now? In this short video Bizzi gives voice to everyone’s concerns: less fashion but smarter, more attentive purchases to people, sustainability as a primary value.
The post Covid-19. "I think that fashion must accelerate a process of innovation, which had already started before: that of mega production, of fashion that no longer has the ability to excite the final consumer. The fashion of the past, elegant, that made you dream, has become a fashion instrumental to marketing, somehow closed in on itself. I hope Covid will be a moment of reflection for everyone. After the first moment of economic difficulty, the real restart is more reflective, different and that there is a return to the past and a return to human contact. That the advice of a shopkeeper doing research, the desire to want to dress not buying a thousand things but buying what makes sense is important".
Where will White go. "White Show wants to be more and more the collector of the huge number that our country has of SME (Small and Medium-sized Enterprises), which we represent, that today produce, still love their product as it was once done, so they did not focus on marketing, not on production abroad, did not aim at profit at the expense of the product but on the contrary they focused everything on the product. I am convinced that these companies also have opportunities in this difficult economic moment. Buyers, on the other hand, should really rethink their choices, which must no longer be based solely and exclusively on the economy, on the web, on this frantic madness for Instagram. They have to go back to being buyers, those who advise the customer, who do research, who bring new things, those who invest in people. That is, they must know how to excite the final consumer again".
The importance of sustainability. "Sustainability will perhaps be the real change highlighted by Coronavirus. We have all known, not for a long time, that fashion is a very polluting sector, the second most polluting sector in the world, after the oil sector. The manufacturing companies will have to innovate, believe in this and make sure that a new fashion that is openly sustainable is important and desirable".
Watch the video on our YouTube channel Superstudio Tweb.