Scoop International Fashion Show returns to London to showcase selected brands in amazing gallery spaces. Since attending the first edition, the efforts to promote this trade show are visible, everything runs smoothly and there are more and more people around.
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| The Soho Furrier and Melissa Curry |
But despite the extension in terms of space and success, somehow it was slightly more challenging to find extraordinary pieces. This trade show is particularly aimed at attracting buyers and developing businesses so this means safe options also need to be offered.
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| Pyrus and Les Cerises de Mars |
It will always be a mission to achieve the fine balance between what most people buy and directional fashion for the savvy customers. If we consider Burberry for instance, the core of the business lies in the accessories, the iconic trench coat and the basic everyday plain shirt with the logo on it. But it's important to remember that most people enter the shop seduced by the allure of Burberry Prorsum's collections.
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| Revival and Laurèl |
In a way it's ironic, we have so much choice about what to wear but when looking around us, most people are very safe, preferring to blend in rather than standing out. There are many factors to take into consideration, from personality to lifestyle, but overall it's a shame we don't have a bit more fun with fashion and express our singularity.
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| Just in Case and Nocturne |
Personally, I'm not into conceptual fashion at all, my favourite designers are Tom Ford and Frida Giannini, it's definitely about enjoying wearable clothes but without having a feel of déjà vu. Patricia Field did it brilliantly on the Sex in the City series, it's a real challenge to design wearable clothes but also interesting.
It would be more appealing to see more extraordinary pieces at Scoop, the problem of growing is that there's a danger of loosing the independent boutique kind of style. Global brands are almost anti-fashion, what is produced for the masses has no identity and the quality of the product is highly questionable. We definitely need to rethink our 'buy today throw away tomorrow' attitude.
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| Pink Powder and Sunpocket |
It would be more appealing to see more extraordinary pieces at Scoop, the problem of growing is that there's a danger of loosing the independent boutique kind of style. Global brands are almost anti-fashion, what is produced for the masses has no identity and the quality of the product is highly questionable. We definitely need to rethink our 'buy today throw away tomorrow' attitude.
Scoop International Fashion Show
19-21 January 2014
Other related blog posts:
Digging Deeper: Scoop Fashion
Best of Scoop International Fashion Show
Tom Ford at Vogue Festival