Articles

Leveraging the Power of Creativity; Here’s How.

Creativity is the Most Profitable Investment Asset; Brands must Recognize and Tap Into the Strength it Holds. 

Since time immemorial, the belief has been that Creativity enriches people’s lives, strengthens society, and makes us human. It is the most natural form of expression, and in Fashion, it can be an incredibly powerful tool.

Unfortunately, it is often eliminated within the design process, dismantled through ‘analytical’ reasoning, particularly when brands discover it challenging to incorporate it into their strategic solutions for today’s business challenges. 

In the early part of 2020, when the pandemic started to impact business globally, Fashion had been experiencing tough, thought-provoking questions over its lack of direction. Responsibility and transparency, let alone the sustainability crisis, severe underpayment of employees, and the questioning of the importance of Fashion shows, revealed a need for transparency and a re-birth of the entire system. Consequently, the very foundation of Creativity came under severe scrutiny, and the whole premise of a brand’s unique storytelling was in danger of being lost.  (…)

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