fashion Interviews

Lately it seems hype triumphed over true design – Stefan Siegel

 Stefan Siegel by Thilo Ross

 Stefan Siegel is the founder of (NJAL) Not Just A Label a online brand with the mission to create a platform supporting emerging designers at no cost — connecting diverse, global creative talent to both the international fashion industry and consumers worldwide.

In a recent conversation wit BOF Siegel talks on the system being broken and his opinion on brands nowadays …… “Lately it seems hype triumphed over true design — the caché provided by a celebrity name has become more important than the vision and craftsmanship of a designer. For me, this real-life version of The Emperor’s New Clothes must end. Something’s got to change.”

Here is the excerpt from the interview

What do you believe the current global circumstances have shown of the fashion system today?

We live in interesting times and the mission that I’ve always given my company is to showcase and in some ways underline the creativity of designers, not only those coming out of institutions like [Central] Saint Martins and living in fashion capitals, but also those working from the other 149 countries that we represent on Not Just a Label that might have less financial backing.

The system is no longer viable. The supply chains are completely unsustainable. And, as the current and unprecedented circumstances we are living through have shown us, if you pull out one card, the whole house of cards falls apart. It is important for the consumer to understand what they’re buying, what they actually can have for probably the same price or even less. Lately it seems hype triumphed over true design — the caché provided by a celebrity name has become more important than the vision and craftsmanship of a designer. For me, this real-life version of The Emperor’s New Clothes must end. Something’s got to change.

Read the full interview here https://bit.ly/2WPI6oA

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