How can the fashion dominance of the USA, Italy, France and the UK be challenged?
This vital question was addressed at the recent BRICS+ Fashion Summit. Over 60 developing and emerging countries gathered in Moscow. They discussed transforming the future of fashion.
The BRICS economic alliance took the lead. Brazil, Russia, India, China and South Africa advocated "democratization and decentralization". They want more equitable fashion influence and infrastructure.
As a decentralization supporter, this is an important milestone. For too long, Western brands and fashion centers held outsized power. They largely dictated tastes and trends. This privileged certain aesthetic values over others. It led to the marginalization of non-Western designs.
The BRICS organizing power signals a refusal to accept the status quo. Ideas like infrastructure sharing and new fashion hubs showcase change. They argue innovation can come from anywhere.
True change faces deep challenges though. Established industry dynamics and consumer views pose hurdles. Strong branding and marketing will be essential for BRICS brands. Recent surveys offer promise. Most mass market shoppers do not fixate on clothing's origin.
Luxury consumers care most about quality craftsmanship. Ownership background is secondary. If BRICS leverage such insights while nurturing unique aesthetics, an intriguing future awaits. One with unprecedented diversity of influences.
Still, the road ahead will be arduous. Achieving these ambitious aims requires sustained coordination. But the potential rewards make it a worthwhile journey.