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16.8.07

Where are the global fashion stories? 

At the Facebook group and on the Lucire reader forum, I’ve started a thread on the demise of the global story. While there are big chains such as Hennes & Mauritz trying to market their wares on a multinational basis, the stories that had international interest—such as the same brand’s use of Kylie Minogue in 1998 or Hélèna Christensen a few years later—seem to be fewer in number.
   When I started Lucire in 1997, there were stories that seem to be geared to the international market-place. The mood just seemed to be more global. Never mind if the product featured was available only in the Netherlands or in .
   When we ran a story on the 10th anniversary of the Elle Macpherson Intimates brand in 2000—at the time, even British exports had not begun—there was appeal. We even had men wanting to buy items for their girlfriends and wives emailing us.
   Similarly, we brought the world stories on Panos Emporio, so it became better known outside its core Scandinavian and Thai markets. ID Models became better known outside the United States.
   But the only stories left with that same global appeal seem to feature models from the past. Some exceptions might be the ever-present best-dressed stories or those involving . Where are the stories on the new fashion line that has global appeal, even if it is available in one country only?
   Today’s online Lucire has a story on Heidi Klum, which supports my theory: it’s about a , at her height in the 1990s, and her latest advertising campaign for Jordache.
   I mentioned this a modelling agency yesterday and its CEO agreed. Fashion seems to have become more regionalized.
   Is it the ? In the 1990s, there was a feeling that we, as a human community, could . Corporations had done it, so why could we not create a global community ourselves? Have we lost that steam in the 2000s? There even seem to be fewer designers wanting to cross borders and show in a foreign country, and the fact that New Zealand Fashion Week switched to a September date a few years ago—conflicting with London, but better suited to regional buyers—is yet another sign.
   But firms are continuing to globalize, so is the relative absence of such stories an attempt to hide that?
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Comments:
A brilliant article, just as always. Love the illustration, it's really a stylish one.  
Thanks, Igor! Heidi does look good, doesn’t she?  
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Entries from 2006 to the end of 2009 were done on the Blogger service. As of January 1, 2010, this blog has shifted to a Wordpress installation, with the latest posts here.
   With Blogger ceasing to support FTP publishing on May 1, I have decided to turn these older pages in to an archive, so you will no longer be able to enter comments. However, you can comment on entries posted after January 1, 2010.


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