The Internet has transformed our relationship with the world. Information is available at the click of a mouse, geographical distance is no longer a barrier for people wishing to connect, and the individual has never had a self-promotional tool like it – and on such an astonishing scale. When it comes to the power and significance of the web, the rate at which technology evolves means that this article will be outdated in a less than a year. It has opened up the world.
Fashion has been a slow adopter of technology but first steps have been taken – the door to this industry has been unlocked and now rests ajar.
Fashion bloggers paved the way, amassing hordes of like-minded readers and proving the potency of a unique and authentic voice in a distinctly elite world. They illustrated that a direct connection and meeting of minds could turn the polycentrism of the industry on its head.
With shows being live-streamed and customers able to pre-order directly from the catwalk, gone are the days when we would happily wait six months for the finished product. Six months you say? Pah!
All of the knowledge at our fingertips has made us even thirstier for discovery. We’re happier to dig deeper than ever before and this is reflected in the growing number of fashion weeks popping up all over the world. Caribbean Fashion Week you say? Don’t mind if I do.
We’ve experienced the instant gratification of shopping online, been behind the scenes at magazines, witnessed sneak previews of products and heard bloggers utter the new names to watch. When it comes to fashion, the Internet has given us an incredible amount of transparency and access. So much so, that the market is more fragmented than ever. A lot is being unearthed, and fast – but for young designers and labels, there is still no real infrastructure to cope, let alone flourish.
Recent rumblings about the current state of fashion suggest that something isn’t quite right – that the problems run much deeper. I needn’t recount the tragedy of Alexander McQueen or the recent scandal of Galliano to put across my point. What I will draw attention to is the relevance of Hussein Chalayan’s show Inertia, back in SS’09. Highlighting the dangers faced by the industry, Chalayan showcased a collection frozen and warped (though beautifully so) by the effect of speed. The show climaxed with a loud and unnerving crash.
The rapidly changing market, advancements in technology and the dangers of a highly-pressurised industry propelled by bottom-line profits are just the tip of the iceberg when it comes to the problems new designers still face. We’ve not even begun to tackle those hefty entry barriers in place, so you can only begin to imagine the amount of creative talent that we’re all missing out on. This is something we are desperate to show you.
Since Tamas, Andi and Gil launched the first version of our site in 2010, they’ve been driven by a desire to fundamentally change the way new designers enter the market. A desire to initiate a more sustainable approach for young talent that includes listening to the opinions of the people who buy and adore fashion. Rebranding from Garmz to LOOKK was a big step, but the launch of our new platform is a giant leap forward in creating a new and exciting fashion landscape for us all to discover.
A new, more energized creative landscape doesn’t demand a faster speed, it demands a more flexible and considered approach.
We want everybody to be able to see the possibilities bubbling beneath the surface of the industry and to tell us which designers and products they love. To succeed as a business, young designers and labels must find their way to the right people. LOOKK enables this connection, opening up this huge body of designers to consumers, fashion-lovers and industry experts worldwide, as well as empowering designers to build the relationships that matter and satisfy demand for their products. LOOKK focuses on producing the most demanded products so that you can buy what you love and so that the designer can actually enter the market and reap the rewards. This could have greater repercussions for the industry cycle, but as we’ve already pointed out, the speed of the industry needs a bit of attention.
In terms of the more deep-rooted issues, an increasingly large number of people have a love-hate relationship with the fashion industry. Perhaps by making the industry more open and fairer at its roots, we might see a brighter future for our designers and for customers who can see the process they support. If LOOKK remotely touches on restructuring our consumption, expectations and aspirations of fashion, then we know we’re on the right track.
Thanks so much for all your continued support… now go and explore!
LOOKK
A new wave, amplified and connected through the Internet.
Tags: garmz, lookk
