In the world of fashion, trends often come and go like passing fads. However, some iconic brands have managed to transcend time and become enduring symbols of style. Birkenstock, originally renowned for its comfortable but decidedly unfashionable sandals, is one such brand that has undergone a remarkable transformation. The Birth of Birkenstock The Birkenstock story began over two centuries ago, in 1774, when Johann Adam Birkenstock registered himself as a shoemaker in the small German village of Langen-Bergheim. The brand’s defining moment came in 1964 when Karl Birkenstock, a descendant of the founder, developed the legendary Birkenstock footbed. This contoured cork and latex insole provided unparalleled comfort and support, revolutionizing…

It’s been a while since we last saw the Victoria’s Secret fashion show. However, on March 4th, the brand’s CFO announced that the show will make its comeback at the end of 2023 after a four-year absence. After this unexpected news it’s quite natural to wonder why the show has been suspended for so many years, given the relevance that it once had. In order to give a proper answer, it’s necessary to chronologically retrace some moments in the lingerie brand’s history.   The company was founded in 1977 by an American businessman named Roy Raymond, who wanted to create a women’s underwear shop that was targeted at men, with the…

From Lady Gaga’s Versace gown, to Ciara’s daring “naked dress”, sheer fabrics seem to have taken control over the most recent red (champagne?) carpets and mundane events, as well as fashion week runways and shop windows, making see-through garments one of this year’s most popular trends. What does this tell us about our sensitivity as a society and what are the historical connotations of sheer fabrics? Historically, we can distinguish between different purposes of see-through fabrics in fashion, but we can generally find the origin of the spread of this trend between the 18th and the 19th century. In the Neoclassical culture, which arose after the French revolution and gained popularity during…

In the fashion industry, the practice of using misleading labels as part of a larger marketing strategy known as “greenwashing” is pervasive. Terms such as “organic,” “green”, and “sustainable” are frequently used to create the impression that products are more environmentally friendly than they really are. This practice aims to capitalize on consumers’ growing concerns about the environment and sustainability. How can consumers make better choices if they are not adequately informed about the environmental implications of their purchases? According to the EU Commission, they can’t: even consumers who are willing to make sustainable choices can be misled, as companies use greenwashing to misrepresent their environmental impacts or benefits.In 2020,…

Collaborations between fashion and automotive brands have become increasingly common in recent years, as both industries seek to expand their reach and appeal to new audiences.  When considering collaborations in the fashion industry, it’s common to think of partnerships with other designers. Collaborations between fashion brands have been memorable, from Fendi’s partnership with Skims to Gucci and Balenciaga’s collaboration. However, it’s not as common to see fashion brands working with car companies. For years, fashion houses have been teaming up with some of the world’s leading car companies to create customized cars. Lamborghini and Tod’s Automobili Lamborghini and Tod’s have signed partnerships to produce luxury leather goods, footwear, clothing and…

Rent the Runway, a website which lets consumers rent designer clothing and accessories à la carte or through regular subscriptions, has recently partnered with Amazon in a quest for growth and profitability. Hundreds of items from the company’s “pre-loved” collection, including clothes from more than 35 brands such as Tibi and Kate Spade, can now be purchased directly through Amazon via a special Rent the Runway interface.  The center of the partnership is however represented by the introduction of the so-called “Design Collective”: a collection based on existing styles from Rent the Runway’s brand partners that have been altered according to the rental platform’s customer data insights. These specific clothes…

Hype culture has been a prominent part of the fashion and consumer goods industry for the past few decades. However, recent trends and consumer behaviors suggest that the hype culture may be on the decline. In this article, we will examine the reasons behind the decline of hype culture, focusing on the increasingly common lazy collaborations between brands and the heavily marked up prices they charge for their products. One of the key drivers of the decline of hype culture is the proliferation of lazy collaborations between brands. In the past, collaborations between brands were often highly anticipated events, resulting in unique and innovative products that commanded premium prices. However,…

Have you ever purchased a piece of second-hand clothing and asked yourself: “I wonder what’s the history behind it”? Well, according to where the fashion industry is headed to, it might not be long until you can answer that question.  “The moment a product is sold, the brand no longer recognizes it as asset”, says Natasha Franck, the New York-based founder and CEO of EON, whose digital product ID concept has received backing from Net-a-Porter founder Natalie Massenet.   EON is one of many tech startups that aims at enabling brands to track products past the point of sale using Digital IDs: the ambition is to improve traceability and, most importantly, open up…

Nowadays, savoir-faire constitutes a unique, intangible asset that lies at the heart of most brands’ reputations. In fact, heritage brands uphold a level of respect and long-standing loyalty that sets them apart in today’s saturated market,as they maintain an aura of exclusivity and prestige. Luxury goods will always benefit from this aspect, since modern clients highly value reliability and preciousness. Additionally, heritage conveys a return to the past, which isemotionally soothing for customers. As a result, Maisons strive to preserve artisanal skills in the crafting of their products, protecting and developing centuries-old traditions. Today, artisanal defines modern fashion: the hours of care and attention put into designs ensure that their precious nature is acknowledged. The passing on of skills, know-how and experience, especially in the fields of…