Almost every three years someone will jump out and point out the "Haute couture." I used to sneer at it. If it's so easy to die, people will not have to move forward. However, when I racked my brains for the current column, I could not think of any topic about the nature of fashion, which was full of marketing topics such as group buying or limited time sale and brand influence. I can not help asking, is not only Haute couture is dead, but the entire Couture industry has entered the state of dying? At least shock.

The fashion designer Azzedine Ala a, who has always been an obscure fashion designer, commented on the strange phenomenon he had observed when she commented on the John Galliano incident: "now the fashion industry emphasizes speed and skills become increasingly insignificant, which is not the essence of fashion. How can designers develop their creativity in such an environment? This is very difficult for young designers, and those relatively mature designers are beginning to drink and abuse drugs. This system has become more and more problematic and brings us more and more pressure. Emphasizing speed and more series is not a good thing for the fashion industry. "

Fashion should be based on fashion rather than marketing activities. The genius of John Galliano is that he moved the beggar style of tattered style to the most gorgeous chapter of the fashion stage, but today's designers display mediocre design in exquisite packaging and show them to people in carefully planned activities.

Born in the age of Internet, designers are born public relations masters. They know that marketing is a shortcut to success, such as Internet help. Under the anxious attitude, few people settle down to monopolize the design, so they are eliminated at the speed of three years. It doesn't matter. It's better to be famous than to be anonymous. Almost famous is enough for them, but they know that they are a few pounds or more than anyone else.

Those old designers are also unable to cope with consumers in the Internet age. When Miuccia Prada, the fashion leader level figure, saw herself and Lady Formichetti, who were popular with Lady Gaga, appeared in the cover of WWD on the cover of Nicola Formichetti. It is not necessary to tie a star with her status today, so he turned his head from the financial field to bring the brand to Hongkong. As for its latest 2012 spring and summer men's wear series, many critics want to use "ridiculous" to describe.

As for the question of speed mentioned by Ala? A, whether it is fast fashion brand or Chanel, such a front line brand is facing. For the former, in addition to the introduction of new products almost every week, we should also introduce a series of series such as green series, retro series, charity series and so on. I'm afraid that the nature of marketing is greater than that designed to meet the needs of consumers. This is especially true for the latter. In addition to the regular fashion show two times a year, there are holidays and early spring. Besides, there are also ready-made clothes. There are also basic series and fashionable series in the ready-made clothes. But you can see the news report, but the brand keeps on shop all over the world, and there are landings from the desert to the small island, but no one has a brand to say that its design team is expanding. Under heavy working pressure, design quality will be affected.

Recently, editors have complained that my column is always related to the Internet and is not deep enough. No way, who let all designers are staring at the Internet to make an article? Instead of creating a live show on the Internet, it is the concept of pretending to integrate into the network in design. Dolce & Gabbana 2012 spring and summer men's wear series, obviously fishnet, has to say that inspiration comes from Internet. In fact, I would like to praise the designers who transformed the tone of British painter David Hockney into fashion designers. They also hope to use the poetic style of "beyond Coco Chanel, tell the news to Madame Vionnet" to describe the cutting-edge designers. Just when can the fashion world wake up in shock?