Changing times of the fashion industry | Sunday Observer

Changing times of the fashion industry

Show presenter Anita Dorai said that proceeds from the show will be in aid of Around the Pearl, an initiative by Wheels for Wheels which aims to raise awareness of Cerebral Palsy which affects over 40,000 children in Sri Lanka today. “The proceeds from Threads of Time will be used to buy a special type of wheelchair which will greatly enhance the quality of life for those suffering from this dreaded disease. The target set by Wheels for Wheels initially is a 1,000 of these special wheelchairs”.

Anita who holds a degree in Sales and Marketing says, the fashion business would grow rapidly, just like how the tourism industry has changed its pace with the new technologies.

“There will be options through online platforms, with opportunities for clients to amend designs or even create a look, a chance to choose fabrics, buttons or details and then to see the created product in an image form online -that along with after sales service and competitive pricing,” she said.

Q. What made you initiate this fashion show?

A. When I moved to Colombo five years ago many fashion shows which I had attended featured clothing which was not wearable beyond the ramp. I always wanted to stage a fashion show in Colombo with glamorous and wearable clothing which would appeal to women of all age groups.

Q. Who are some of your favourite global designers and why?

A. I love Valentino and Jimmy Choo. Valentino’s styles are very feminine yet elegant and sophisticated, while Jimmy Choo has one of the best collections of shoes and bags

Q: What are your must-haves in your wardrobe?

A. Little black dress, heeled pumps, Denims, white tee and an elegant blazer

Q. Who are the individuals that you think are global trendsetters?

A. Anyone can be a global trendsetter as long as you have a following. It’s all about getting yourself out there. YouTubers and Influencers are global trendsetters in their own right - as are movies.

Within weeks of a new Bollywood movie, the fabrics, prints and designs are duplicated not just in India but all over the world. Kate Middleton’s wedding gown and the Sapphire engagement ring set the trend for the Bridal fashions of that season.

The Korean guy who popularised the dance moves in Gangnam Style was not known to many yet it took the world by storm. Today global trendsetting is not restricted to the elite few.

Q. Any advice for talents and brands out there on how to leverage technologies and platforms to grow their businesses and market reach?

A. People today are global citizens. We connect with everyone through social media and various technology platforms to get the knowledge, information and products we want.

It’s all about customising and creating and no longer about blind consumption. In as much as we look at ideas and suggestion online, we also want to create our own fashion statements and innovate. For example, no longer are travellers satisfied going on a run-of-the-mill tour.

People now look for exotic destinations, the lowest airfares and airbnb accommodations to customise their tours. Similarly with fashion businesses that want to grow. They have to provide options through online platforms, with opportunities for clients to amend designs or even create a look, a chance to choose fabrics, buttons, details etc and then to see the created product in an image form online -that along with after sales service and competitive pricing. Those are the businesses that are going to thrive in this 21st century. 

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