Does the predicted downturn in the world economy mean the end of innovation? Is fashion effectively dead? Or, more precisely, do we now design and sell clothing rather than fashion?

Wandering around the many shows during Paris fashion week we began to ask ourselves these questions. Plus, why are there so many brands with so little real difference between them?

The colours (what colours?) were much the same, the shapes were much the same, the detail and overall styling were…..yes,…..much the same. This could explain why the shows were quiet.

How do buyers choose between bland or bland? Put simply, they don’t.

I am finding that I read the seasons fashion reports in both magazines and newspapers, with increasing amazement. In vain I search for the irony behind the journalists gushing descriptions of the average collections paraded before them.

Finally, after his many ecstatically cheered unveilings, there is a faint rumbling of unease about Marc Jacobs. Well hurrah, for retro bag ladies everywhere. Maybe it’s time to go back to the thrift shop and buy the originals for almost nothing. Which Marc certainly does, before adding his high end label.

It does seem that most designers in the public eye are consistently given a very easy ride. I can only cynically assume that this is likely to be directly related to either advertising revenue, or the catwalk seating plan.

Journalists appear to work in a similar vein to television companies who always promote the same handful of actors regardless of their talent. So I guess it has become true that if we see, read and hear it often enough we will all morph into believers.

The effect of this next winter will be rails full of unloved, uninspired clothes, not fashion. Retailers must hope we will be mindlessly looking forward to the joy of being dressed in head to toe, recession-proof dull.

Images from the latest Melt London collection.

By Susan Royston

Creative Director of Melt London

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