At the Lucire Facebook group and on the Lucire reader forum, Ive started a thread on the demise of the global fashion story. While there are big chains such as Hennes & Mauritz trying to market their wares on a multinational basis, the stories that had international interestsuch as the same brands use of Kylie Minogue in 1998 or Hélèna Christensen a few years laterseem 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 New Zealand.
When we ran a story on the 10th anniversary of the Elle Macpherson Intimates brand in 2000at the time, even British exports had not begunthere was international 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 fashion 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 celebrities. Where are the stories on the new fashion line that has global appeal, even if it is available in one country only?
Todays online Lucire has a story on Heidi Klum, which supports my theory: its about a model, 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 Zeitgeist? In the 1990s, there was a feeling that we, as a human community, could globalize. 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 buyersis yet another sign.
But ﬁrms are continuing to globalize, so is the relative absence of such stories an attempt to hide that? Posted by Jack Yan, 10:41
A brilliant article, just as always. Love the illustration, it's really a stylish one.Post a Comment
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