What Happens To Us Brands?

The women's wear designer award laureate The Row's designer Ashley Olsen and Mary-Kate Olsen; Tom Ford wins the men's wear Award; the accessory award winner is Tabitha Simmons.

Wang Daren, the creative director of Balenciaga, who won the prize, has no chance to win the award. (Alexander).

The 72 year old Betsy Johnson (Betsey Johnson) won the CFDA Lifetime Achievement Award.

There are two different kinds of art festivals. The red carpet photos of celebrities are burning through the Internet and social platforms in an hour.

In contrast, the prize giving as a "main course" can only be regarded as insipid. The most notable one should be the editor of the fashion editor: Instagram, who had won the prize of "orthodox" editor, photographer and Shi Shangbo.

However, because the list of entries has already been released in March this year, some of the awards have only one nominee.

In May 26th, Band of Outsiders, a designer brand from Losangeles, was caught up in business rumors.

The designer brand, founded in 2004 by Scott Sternberg, a famous Hollywood broker, is famous for its modern style of tailoring. Its opening party is also a gathering of stars.

Despite its bright appearance, Band of Outsiders not only missed the fashion week of New York in February this year, but also cancelled the autumn order.

The industry staff who had worked with them recently disclosed that the brand operation was suspended due to obstacles in capital turnover, and layoffs were being discussed.

Just the week before, the brand Honor, created by designer Giovanna Randall, announced that it would withdraw from the garment market half a week and concentrate its firepower on wedding dress series and customized services.

Earlier this year, Reed Krakoff, who left and worked alone from Coach, suspended the operation of the brand with the same name and tried to shift the strategic focus to light luxury accessories.

Looking at the world, mature 2014 is also not easy. The Viktor&Rolf, a custom made designer, suddenly announced this year that the 2015 autumn and winter series will be the last clothing series of the brand. In the future, it will focus on only two times a year's advanced customization, and its global flagship store in Paris fashion St. Saint-Honor will officially end its mission in February 2016.

Coincidentally, Jean Paul Gaultier (Jean Paul Gautiye) made a surprisingly consistent decision a few months ago - giving up clothing and focusing on Gao Ding.

Perhaps this is only the self correction of the fashion market? The words of CFDA's founder award winner, the chairman and chief executive of the American Apparel Brand J.Crew Mickey Drexler, are of deep concern: "the world no longer needs new clothing brands."

The editors and buyers in the fashion industry will lament the increasingly crowded schedule in recent years. Besides the four big fashion launches on Monday, the two time, there are holiday series, Gao Ding series and capsule series. There is almost no breathing time. Even the popular friends circle is bombed by the new conference.

Behind it, the designer, the design team, is living in the "hot water".

Dana Thomas, a fashion industry journalist, shows the fashion industry and the destruction of designers in its new book "gods and kings: the rise and fall of Alexander Maqueen and John Galliano".

With the deepening of the process of globalization,

Industry has pformed from a handful of family businesses to a global industry with annual sales of $280 billion.

In order to meet the growing market demand, the Group executives took the whip to advance the deadline of the designer's delivery.

The designer who is burdened with this high-speed operation, like McQueen, finished his life 3 weeks before his 2010 women's wear show.

John Galliano, the only person who calls the magic talent, only needs to do two series a year before entering Dior. After holding Dior, his annual workload has surged to 32 series.

Backed by big groups

There will be such pressure, not to mention independence.

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Without the support of LVMH, the world's first luxury group, it is almost impossible to launch a vacation department like LV or Dior. Without heavyweight stars, the release of independent designers is difficult to attract the long guns and short guns of the media.

The recent rise of the young designers award seems to be a shortcut for them to survive, grow and become popular.

In June 1st, the ANDAM, the French National Fashion Art Development Association, which aims to select new design forces, announced the list of designers who were selected in 2015: Vetement, Pallas, Anrealage, Pigalle and Umit Benan.

The 5 designer brands will compete for the prize of 370 thousand euros (203 thousand and 400 yuan) and the guidance from Chanel global fashion President Bruno Pavlovsky.

Like last year, the winners will receive 10 thousand euros worth of Swarovski crystal as raw materials for future design, and its special capsule series will also be sold on the global fashion brand Thecorner.com.

In 2013, Alexandre Mattiussi, the winner of the brand in recent years, grew by more than 50% per quarter.