Intelligence in Fashion

The way a garment is produced and consumed is influenced not just by its price point but by many factors - political, social, economical, historical, behavioural. Yet fashion can be dismissed as being simplistic and isolated from external influences such as these. On the contrary, decisions by many fashion brands are made after robust consideration of industry data, contemporary research, economic statistics, behavioural psychology, and much more. This is because fashion is as intelligent an industry as any. 

Though Georgia is a menswear designer by trade, her short time at Cornell University helped her identify her interest in an intelligence field within the fashion industry - forecasting. 

“Fashion can be intelligent. I came across forecasting in America when doing a portfolio paper. My lecturer was very insightful and said to me ‘what you really seem to care about is the shift in mood and the influence of politics and finance and culture and things like that, and how they influence and work into fashion. And he was entirely right.

And huge social changes have been exhibited through clothing, and through fashion. Gender revolutions, with women wearing trousers and dropping the corset. Stockings used to be a male thing. Pink used to be a male thing (considered a derivative of red and of blood) and then women started wearing it and adopted it and so it became a feminine colour.

Trump has had a huge effect on the fashion industry in America. As soon as he says to boycott Nordstrom, everybody buys Nordstrom in protest. Balenciaga have done a collection that is based off Bernie Sanders’ motif.”

Conversation with Visual Merchandiser Georgia Francis.