Welcome to the Bright Future of Fashion

An opinion piece by Stephan Huber

Admittedly, the motto of this issue of style in progress may not be immediately accessible to everyone. Given the impact of the past few months, which have been enormously challenging for many, it may even seem somewhat provocative. However, I am, in fact, convinced that the post-Corona fashion industry is smarter, healthier, and more viable than it was before this historic turning point, and that much-needed changes and innovations have either been accelerated decisively or finally initiated because of it.

The surge in innovation and digitisation was breath-taking, across all sectors and in companies of all sizes. The likelihood that fashion will evolve from a global polluter into a pioneer of a new, economically prosperous ideal of responsible, yet pleasurable consumption has at least become much more realistic. Accordingly, this has also increased the chances of fashion once again being perceived and reflected as what it actually wants to and should be: part of a personality (individual) and part of a contemporary culture (holistic), no longer predominantly a permanently available, disposable article.

There is one aspect I would like to stress explicitly at this point, perhaps because it has so much in common with the brand essence of style in progress. During this roller coaster of a year, characterised by lockdowns, irrational political decisions, understandable existential fears, and a whirlwind of emotions, many retailers sensed more intensely than could have been expected that they are not some kind of analogue anachronism, but a decisive factor in a future in which personalisation and emotive customer experience will be more important than ever. Confronted with what is without question an unprecedented challenge, self-confidence was strengthened, and entrepreneurial spirit was set free.

If I may illustrate with a current example: “Click & Meet” was essentially established as an emergency measure of sorts. In reality, however, it represents the high art of personalisation. All those who are capable of offering this service at a top level by virtue of their corporate culture, will definitely continue to do so in the future. And it will represent a valuable USP for a hybrid retail landscape that always allows the consumer to choose and switch between different channels.

I hope that the ensuing pages, or rather style in progress as a whole, will help us approach our shared future with optimism – and shape it successfully together.