Challenging the Status Quo
Why is challenging the status quo an important factor for successful brands today? Well, fashion enthusiasts value disrupting the norm. They enjoy breaking boundaries more than any industry.
Sticking to the same old status quo is yesterday’s business, so if you’re still sticking to doing things with the way you always have, it’s almost certain that someone somewhere is figuring out how to make you obsolete. According to LinkedIn author Matt Wagner, “Business as usual is a death march in today’s economy”. For successful brands to continue booming, they must embrace having an open heart, an open will and an open mind plus a consistent desire for innovation.
Innovation and creativity are crucial values for players in the fashion industry today. Brands everywhere are trying to figure out how to stay ahead of their competition by embracing constant innovation, hiring the most creative people, and doing distinctive things that’s never been done before. Brands need new perspectives, advanced technology, innovation and people who are unafraid of bringing new ideas to the table in order for their business to continue to thrive.
LVMH Moët Hennessy Louis Vuitton, the world’s largest luxury group takes the lead in challenging the industry’s status quo. Recently, they partnered with pop icon, fashion and beauty entrepreneur, Rihanna, breaking the mold of how luxury brands are built and signaling an evolution from the one-off celebrity style collaborations to long term partnerships.
“LVMH is leading the way with open innovation. They are creating a new definition of luxury which is more open and inclusive,” says Milton Pedraza, president of the Luxury Institute.
“I discovered a real CEO and a terrific leader. To assist Rihanna to start up the Fenty Maison, we have built a talented and multicultural team supported by the Group resources. I am proud that LVMH is leading this venture and wish it will be a great success” expressed Bernard Arnault, Chairman and CEO of LVMH.
LVMH has been making strides in challenging the status quo and changing the norms in the luxury industry. In 2017, they appointed Clare Waight Keller as the first female designer of Givenchy and Maria Grazia Chiuri as the first artistic director at Dior. They also begun to address the need for diversity, naming Virgil Abloh as the first African-American to head Louis Vuitton men’s wear in 2018.
J.W. Anderson has also spent his career challenging the norms in the fashion industry. He has been a steadfast pioneer in breaking down the gender barrier in the industry. The symbiotic relationship between Anderson’s men’s and women’s wardrobe aesthetic is what makes his work a fascinating proposition for the future. He made headlines with his Fall 2013 menswear collection when he sent male models down the runway in full-on dresses.
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Balmain is the latest fashion house to challenge the fashion week status quo. The brand recently announced a very special runway presentation in the form of a concert for its Spring/Summer 2020 menswear collection.
The French fashion house will set up a venue at the Jardin des Plantes for this special fashion show concert, a temporary space which will be open to the public, reflecting creative director Olivier Rousteing’s bold step to “democratize and modernize fashion”. The fashion show concert will take place on June 21, 2019 debuting Paris annual music festival – Fête de la Musique and will be featuring French DJ Gesaffelstein. Guests’ donations, as well as proceeds from the sales of merchandise, food and drinks will be contributed to support RED’s fight to end AIDS.
Challenging the status quo does not only create a way for brands to rise above the clutter and stand out from the crowd but it also creates a powerful bond with the consumer. It takes guts, a strong appetite for innovation, authenticity and a desire for differentiation.
© Mixte Magazine