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BW Businessworld

Fashion Week Fatigue

The author explains how fashion weeks have become moneymaking rackets for the organisers

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Hi how are you? I didn't see you at the last fashion week?

I am so fed up of fashion weeks I have acute fatigue because of them.

Why what has happened?

Fashion organisers are so bias these days it's not funny any more.

Why do you say that?

I have participated in fashion weeks abroad for 20 years as well as in the country and now I am told I am still an emerging designer.

Really that is so crazy why are they saying that?

They want me to be part of a 12-designer show instead of a solo presentation.

That is so incorrect. You have two decades of experience in the fashion business so deserve a solo show.

They also don't like it since I am not very sociable and keep aloof.

Well fashion is a serious business and you need to concentrate on it.

Yes, I don't like attending parties and mingling with the rich and famous. I like my designs to do all the talking.

You are very right that is how it should be.

I also am quite reserved where social media is concerned.

That is fine you are selective.

I don't keep posting on Facebook every few minutes like some designers do or pull out my decade's old pictures and post them or upload my photos with celebs just so that I am in the news 24 x 7.

That is totally right. Familiarity breeds contempt. One has to be choosy about where one uploads photos and why. Too much of a good thing can be tiresome.

Another problem is that most fashion weeks are moneymaking rackets for the organisers. They charge the sponsors, designers and at times even sell tickets for the shows.

Oh that is really crazy.

Besides that the the designers have to get 'A' class Bollywood stars as showstoppers, pay them the earth and there is only publicity given to the stars and not to the designers' collections.

That is so unfair that the stars hog all the limelight and the poor designer is left out in the cold.

Also I have yet to see good buyers who place serious orders at a fashion week. They all want free samples but no orders materialise.

Really is that what is still happening?
Yes, and then it is all consignment basis for the collections.

Which is ridiculous. So what are you planning to do now that you are not going to participate in fashion weeks?

I am planning on holding B2C shows, which are directly aimed at my customers, and I will see immediate results.

That is a great idea and good business sense too.

Yes, I have learnt to save too. No showstoppers, no models, no choreographers, no irritating fashion week organisers, just my collection and my customers.

That is so clever of you. No more fashion week fatigue just business with the right people and money in the bank immediately.

Disclaimer: The views expressed in the article above are those of the authors' and do not necessarily represent or reflect the views of this publishing house. Unless otherwise noted, the author is writing in his/her personal capacity. They are not intended and should not be thought to represent official ideas, attitudes, or policies of any agency or institution.

Tags assigned to this article:
fashion industry fashion weeks fashion

Meher Castelino

Author is a fashion blogger

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