by Amadeus Quiaoit
(Photos in courtesy by Amadeus Quiaoit)
On July 9, 2024 the Vogue Philippines held an event at Samsung Performing Arts Theatre, Circuit Makati, titled “Vogue Talks: with Imran Khan” which met with a diverse audience from the Filipino show business and fashion industry. The talk offered an informative celebration of ideas to business driven individuals and creative entrepreneurs in the competitive landscape of the modern fashion industry.
The central focus of the discussion is the journey from the inception of Imran’s personal blog in 2007 to becoming a highly trusted and comprehensive voice in the fashion industry, the The Business of Fashion. This transformation is framed as a significant distance traveled, both metaphorically and literally. Imran’s multifaceted background pave the way to his success in business, more importantly, these backgrounds allowed him to internalize his inner creative drive and better understand his unique identity and personality
“Many individuals drawn to the fashion industry are motivated by a deep passion”
- Imran Khan, 2024
Imran has always had a passion for fashion. Despite his harsh background, especially growing up from a not so fortunate household, his youth was characterized by vintage bifurcation of beauty, often popularize by western standards, tapered in magazines and other forms of printed media. Whenever possible, he immersed himself in the fashion world.
While the talk tread heavily on Imran’s personal life story, the added value to his discussion was on the macroeconomic scale and the business strategy in the global fashion scene. The outburst of his blog, the Business of Fashion, was a by-product of the evolving digital innovations that change humanity in the last two decades. The acceleration of technology, such as the use of Artificial Intelligence and Social Media, has reduced the struggles from traditional marketing and reach of exposure from the general audience.
The revolutionary leap of smartphones and the advent of social media pave the way for personalize content, making fashion more accessible, more inclusive, and more personal.
People adhere to the constant bombardment on screen adverts and digitalize proliferation of direct marketing.
Trusted resources and media companies play a crucial role in today’s information landscape. With the ease of posting anything online, anyone can create a TikTok or Instagram video claiming to improve gut health or skin glossiness. This has resulted in a flood of information, much of which is simply made up. Although customers are more educated than ever, they are also overwhelmed by the sheer volume of content.
Content creators and professionals have a unique opportunity to provide reliable education based on experience. It’s important for customers to understand that not every opinion carries the same weight. Social media has leveled the playing field, allowing anyone to say anything. Now, more than ever, we need trustworthy voices.
The governments also play a significant role in supporting industries, including fashion, through policies and programs. For example, the EU is a leader in sustainability policymaking across various sectors. They have introduced regulations mandating standardized phone chargers to reduce waste and have implemented rules to prevent fashion companies from burning unsold products, a practice previously used by luxury brands to maintain brand image by avoiding discounts.
France, in particular, has been proactive in implementing policies to prevent the destruction of unsold goods, promoting environmental sustainability. These regulations are driving significant changes, pushing companies to adopt more sustainable practices across the industry. This kind of regulatory leadership sets an example globally, encouraging companies to prioritize sustainability and responsible practices.
Currently, several key themes stand out. First, there’s a significant shift in customer values and behavior. Consumers now approach fashion with a more critical eye, having been inundated with similar fashion imagery and products. For instance, a logo hoodie from one brand is virtually indistinguishable from another, raising questions about creativity. The pendulum has swung too far towards commerce, overshadowing creativity. The fashion industry is taking a step back in this post-pandemic moment. Consumers are much more discerning about their purchases. This reminds me of similar themes back in the beginning of BOF, which began to grow in 2008 during the financial crisis. Back then, the industry was also in a state of uncertainty, wondering about the impact of the near-collapse of the global banking system.
Another significant consideration is the impact of artificial intelligence. This topic is widely discussed, not just in fashion but everywhere. Tools like Google Gemini, ChatGPT, Sora, and Midjourney are becoming essential in our industry. We need to experiment and play around with these tools, even if they’re not perfect. They won’t replace jobs in the short term but will become integral, similar to how social media evolved from being dismissed by luxury brands to becoming indispensable.
When Imran first entered the industry, creatives like John Galliano at Dior and Marc Jacobs at Vuitton had all the power essentially dictating the fate and evolution of global fashion, with business people tiptoeing around them. However, now it seems the business side has taken over, dictating trends and leading to a cycle of imitation. This has resulted in an industry where everyone is copying each other. A crucial theme is finding a balance between business and creativity. While business is vital, it must be balanced with creativity, and creativity needs to be sustained by business.
The impact of corporatization on emerging creative talents makes harder now than ever for young designers to build businesses and sustain their creative diet. If we don’t nurture raw creativity from fashion schools, the industry’s future looks bleak. However, the state of fashion has ever been more wider, more prospective of optimism, and the increasing universal diet of consumer to buy more and indulge in the proclivities of style and personal taste. Embracing individuality is the new meta of the fashion game. In order to become financially successful, the fashion business must adapt and evolve in the changing times of style and marketing of this new age.
About the Author:
Mr. Amadeus Quiaoit is a junior design and nano fashion influencer. He curates clothes heavily inspired by streetwear aesthetics. He attends and exposes local Filipino fashion events and shows in his Instagram page.
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