Fashion's austerity escapism at the end of 2011

I decided to wrap this year with a note on 2011’s great escapes.

It came to me at last month’s Drapers Fashion Summit, where the air was abuzz with words of in-house designer collections, collaborations and multichannel drives for sales. The battle for brand differentiation and sales generation leaves little room for experimentation and self-fulfilment in these austere times, unless we are talking about the luxury sector.

Still, when the voice of those artisans did carry across the summit room, the crowd was as if mesmerised by these beautiful creatures, their pixie dust so alluring. Now more than ever, the desires we have as customers are driven by simple emotions and the pursuit for honesty and escapism.

One of those voices heard was that of Alex Noble, artist and designer renowned for his special projects, be it curating for Selfridges, his own fashion label or dressing Lady Gaga. And if that wasn’t enough, his forthcoming assignment to design garments for the stage production of Totem by Circus de Soleil should seal his kudos.

Hearing Alex speak about his creative freedom and his resistance to rush into commercial assignments for mass retail brands, it makes one wonder about the fierce promotional activities savaging the shopping experiences - just look outside your window for that 70% off sign! No brainer that we’re all shopping online, surfing away from the high street’s Titanic.

There is hope out there, early signs of a forthcoming budding spring, perhaps, thanks to the creatives’ need to keep creating and thanks to the customers’ demand for imaginative ideas. Places like Boxpark, ‘The World’s first pop up mall’, with its free-style attitude to retail and leisure, and a jewel of a pop up exhibition Shoes for show‚ on Brick Lane- a celebration of imagination and craftsmanship expressed through four concepts: Sculpture‚ Catwalk‚ Stage‚ and Innovation.

Those four words sum it up, and I choose them as my values and creative resolution to define the Olympic 2012. Sculpture (create something amazing). Catwalk (strut and believe in it). Stage (debate the boots of it). Innovation (never stop believing in design creation).

I end with special thanks to 20.20’s fashion pack for their never ending enthusiasm, and best 2012 wishes to our Kate on her new life in Switzerland.