Business VS Creativity?
As we are currently in the middle of fashion month I wanted to reflect on what relationship business and creativity have in the fashion industry. When we talk about creativity its about the ability to produce or use original and unusual ideas.* We can be creative in all different types of industries but the fashion industry has for sure profiled itself as a super creative, relying on creativity for its profit. However looking at some of the biggest shows throughout the last couple of weeks I can’t but ask myself can creativity and business really co-exist?
First and for most I want to clarify that of course it can co-exist, you can of course be creative in business but that’s not really what I am curious of looking at. I am instead interested in knowing how business has an effect of the so called “soul” of the industry aka the clothes. Secondly, there can for sure be many reasons why the industry/clothes are looking like they’re doing today, and maybe it has nothing to do with business which I think of as the activity of buying and selling of products or services.** I am instead interested in the general relationship between creativity and business but I am going to focus mostly on what we can see today and what that might mean. So what I am really asking myself is if the activity of buying or selling of products or services is effecting the ability to produce or use original and unusual ideas today?
Numerous studies explore the intricate relationship between business vs creativity, and innovation. Rather than delving into an exhaustive list, I want to share my personal perspective, examining the current state of the fashion industry and its implications. I most likely won’t come up with a revolutionary answer but the diversity of viewpoints within the fashion industry makes it a fascinating subject—success, innovation, and creativity are subjective, unique to each observer.
A clear shift has occurred in the fashion industry, with more minimalistic and traditional trends being presented, just look at Versace for example. One of the most maximalist fashion brands now presenting all black collections!? What is that? Of course Versace isn’t the only brand that we can see this change happening in, but I think its one of the most clear examples. Maybe this could be as simple as it being a response to the global pandemic and economic uncertainties from the past couple of years, pushing the industry to more “safe” aesthetics. Looking back at history we can clearly see parallels suggesting a correlation between world events and the extent of experimentation in fashion. For example there was little fashion progress in the late 1940s under WWII and early 1950s, whereas in the 1970s and 80s there were a lot of experimentation because of the blooming western economics. The pendulum swings, reflecting the vibe of our current circumstances.
Now entering the era of absolute social media dominance, with platforms such as Instagram and TikTok becoming two of the most infulential platforms where people share their everyday lives, opinions and of course fashion sense. It would be crazy not to say that this has changed the narrative. And would it then also be crazy to think that maybe the shift is because of the lack of control the fashion industry is facing and its desperate way of still staying relevant and serving trends by going more neutral. Meaning we are now compromising on creativity in favour of still staying the most relevant by becoming trend-chasing entities reminiscent of fast fashion. High-end brands, once the ultimate trendsetters, now seem to conform rather than innovate, throwing away the unique traits that defined them.
I want to clarify that my intention is not to sound as I’m insisting that high-end luxury brands should single-handedly dictate trends as in the past. Or that dictating trends equals being creative. I just think that its sad to see brands change so much of what their core is and what makes them unique just to stay relevant. I also think as a customer that in a world like today where trends are shifting so fast its almost more impressive and inspiring seeing brands keep to what they believe in no matter the “amount” of creativity.
In search for an answer I believe smaller brands can offer a lens into the ever-changing relationship creativity and business has with each other. I would argue that creativity is extremely important in the beginning as it’s a way for a brand to separate itself from the rest of the other over saturated market. However, as a brand attains a certain level of status, a noticeable shift occurs, creativity takes a back seat, making room for a more business-oriented approach. This could be a one part of answering my question, showcasing that business and creativity are more like a pendulum taking turns in being in the centre.
Yet another perspective can be seen, one that suggests creativity remains just as important but will instead take other shapes leaning more into innovation within your already existing products. This change might be an even more important type of creativity and even more challenging as it forces you to rethink you own ideas. This challenges the notion that creativity diminishes with business growth; instead, it might morphs into a different, perhaps even more challenging, form.
Of course this isn’t a new news, this dance between creativity and business has been going on for decades. However, I think that we have been seeing a clearer shift and movement towards business recently that we haven’t really seen before. And as someone working within the industry, I can't help but wonder if there is a compelling reason behind this shift. So can I say that after countless questions, maybes and unclear half answers I have the ultimate conclusion, of course not! However somethings are clear, the saturation of fashion brands together with the overwhelming influence of social media and unrestful worldly situation, has created a shift in focus for businesses, leaving creativity somewhat in the shadows.
In conclusion, I do believe that the relationship between creativity and business in fashion is incredibly complex. Acknowledging the industry’s dual nature, where one is based on business with creativity as its ally, and the other grounded in creativity and artistic expression, with business playing a supportive role, adds to its complexity. Notably, these theories often center around fashion as a business rather than artistic expression. Considering these perspectives, the question of whether creativity and business can genuinely coexist in fashion becomes more nuanced. Returning to the business of fashion, can I say that creativity and business can co-exist? Perhaps there isn’t a clear “yes” or “no” instead maybe it lies in the delicate negotiation between the two, as the industry navigates the intricate balance between creative innovation and commercial viability. Moreover, as seen in this last fashion month creativity can come not only thought the garments, but also though the message of the shows. And maybe that’s exactly where we have to look for creativity at the moment.
