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London, United Kingdom – For the famous art director Fabien Baron, the chaos and uncertainty caused by the pandemic provides an opportunity for the fashion industry to go “back to basics”.
“When in doubt, there isn’t really an answer … so there are opportunities to take more risks and be more creative,” Baron told BoF Editor-at-Large Tim Blanks in the last episode of The BoF Podcast. “It is going to change a lot … but there is something very optimistic about change. By being forced to change, you can really do that [reflect] about the problems we all face. “
- This period of uncertainty has sparked conversations that rippled below the surface, Baron said. Both the pandemic and the recent political unrest have pointed to an opportunity for the fashion industry in general to reshape “old formats” that are out of line with the new normal in the world. For Baron, that means “a new way of looking … that can lead you to a new path … it will be an evolution [for the industry]. ‘
- According to Baron, creativity is key to unlocking change, and as the world adapts to a new set of challenges, industries need to do the same. As a result of this health crisis, a new way of approaching magazines, photography, styling and buying and selling merchandise will emerge where storytelling should replace superficiality, Baron said. Brands and publications need to sharpen an authentic voice that reflects time and ‘inspires people with new ideas and new ways of looking at things. You need freshness and a lot of positivity. ‘
- Simplicity could be the antidote to the unending pace of industry. The months of travel it took to watch fashion shows or presentations, be it buyers or editors, hopping from “this city to that city to see a show… After a while [didn’t] make sense. However, due to the outbreak of the coronavirus, the fashion calendar stalled and designers turned to digital tools to bring their collections to the attention. Using this new way of technology means “the way we communicate will change as the tools change and they open new doors,” he said. They allow us to do different things and view things [from] different perspectives. ‘
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