When did fashion stop imagining the future?

Looking back over the past ten years, the question may seem counterintuitive. In the reference period, in fact, the creative industry has changed radically. The rise of streetwear has overturned the creative hierarchies of the big fashion houses, bringing new brands to the market and clearly narrowing the differences between the genres; so much so that cataloging is almost impossible. The aesthetic standards have changed, and so has the definition of luxury and accessibility to it.

The tastes and consumption of Gen Z have prompted brands to change the way they communicate and sell products, changing their points of reference, and migrating an entire industry from the real to the digital. Yet in this spiral of changes, the creative industry seems to have forgotten its essential task: to imagine the future. In fact, the creativity of the last ten years was nourished by reworkings of different and distant cultural products, with the concept of inspiration that continued fishing in nostalgia.