KFC (kidults friday convos) – WHEN FASHION GOES OUT OF FASHION

What will we still want to buy, and why? The fashion industry has been in big trouble for the past few years. Things keep getting more expensive without always becoming more desirable, trends can feel exhausted before they even reach stores, and fashion itself seems less able to tell us what to want and what is worth paying for. This isn’t one problem but several big shifts happening at once, and they are going to reshape the industry for good. We’ll look at what is really happening to fashion now, why some brands lose their magic while others become stronger, and what any of this can teach you if you work with a brand, product or image. Katya Fedorova is a journalist and consultant with 20 years in fashion and luxury, from Vogue, Interview and The Blueprint to projects with Cartier, Chanel and L’Oréal, and helping shape brands like Avgvst and Ushatava. Today she writes for The Business of Fashion and Novaya Gazeta Europe and works with companies, media and public figures on positioning, cultural relevance and turning image into influence.