European fashion has lead the way in the world since the 1950s when they invented fashion shows by accident. Count Giorgini was a designer who needed to sell some clothes so he could eat. He came up with a brilliant idea, he invited several ladies to his workshop, fed and wined them with the hope they would buy from him.
He had previously asked several pretty girls to wear his clothes and walk around the room so the ladies would appreciate them and could see them on a body instead of a table or dummy. The ladies liked the idea and were receptive to the girls showing the dresses and the event ended with a great sale. After a couple of successful rounds with the ladies he decided to try the same strategy with the lower class. They paid cash and paid immediately. With the ladies he had to wait until they decided to pay him.
He brought together the same setting using cheaper materials but using the same designs. Cheap wine and cheese were served and his girls did their job again. Soon every designer and seamstress was doing the same thing all over Milan so he moved to Rome and started again and the ball started rolling without rest until today.
But European fashion has lost its glamour and surprise element. Every time the Milan, Rome or Paris fashion season starts you can expect the same thing but in different colors. In fact many buyers tend to wait for the American and Asian designers’ clothes and creations. European designers have not lost their touch, they still produce beautiful pieces but they do not allow new blood to emerge, they want to stay under the spotlights forever.
This is not possible, times change and people change. The world never stops rotating and geniuses are born every day. They believe they have the market cornered when in fact they are slowly losing it. New blood, new ideas are popping out everywhere else and they are growing and changing the world of fashion. Dinosaurs disappeared because they could not evolve and adapt, the day may come when Paris, Milan and Rome lose their leadership
to other places that have opened their doors and minds to new ideas and concepts.
European fashion has remained grey for many years while fashion in other countries and continents bursts with light and movement. A shorter sleeve or a longer skirt is not change and evolution, evolution comes from deep, true change and they refuse to join the wave that is sweeping the world with color movement and freshness. Who knows if Rio de Janeiro or Buenos Aires will become the fashion capitals of the world?