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The Future Fictions that will save Fashion

Writer's picture: Jackson CowdenJackson Cowden

In current climate, the fashion industry lays at an interesting position amongst consumer products.

While Luxury fashion group Kering are warning that first-quarter revenues are expected to decline 10% from last year’s $5.5 billion ($8.2 billion AUD) and projecting its flagship brand Gucci to be off nearly 20%, down from $2.8 billion ($4.2 billion AUD), IP based entertainment is reporting record growths.

The biggest entertainment franchise in the world, Pokemon, showing as much as 36.5% growth, recording $11.6 Billion in total revenue in 2022.


What does this tell us about consumer behavior?


How many more Star Wars T-shirts circulate the market compared to the latest McQueen collection?

AI fashion and Fictional stories will save fashion
Fiction will save Fashion, Generated with Midjourney by Jackson Cowden

The events over the past 5 years has favoured escapism in its communities and its consumers.


The rampant pace of media, its who's in and who's out, has created universal distrust.

The Celebrities that brand dress, are not the people who they are made out to be. Getting thrown out of affiliate programs by companies that are dismissing and reinventing their own values with every new collection.


At an Individual level this trust is being directed to the characters in fictional narratives. These characters who we spend hours empathising with their personal stories, with their intentions, values and beliefs that are either printed in books or watched on screens.

The only place for a community to look for a solid belief system is in a fictional world.


Celebrities and influencers will be replaced with fictional characters,

History will be rewritten as lore,

Values will be articulated through character motives.


If designers and brands want to be apart of the future they will adapt to these changes. Creating Worlds, characters and stories. Clothing each one of their characters in the collections looks and using their channels to amplify what value their stories provide.


These are the future fictions that will save fashion.

The future of fashion is in your character's story, values, beliefs and motives.


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