The fashion themed seminar focuses on sustainable i.e. slow fashion and features fashion design specialists from different countries, who will discuss the topic with a special emphasis on its commercial side. The main focus is on slow fashion as a field of enterprise and its specificities. Can products made by a brand that focuses solely on slow fashion compete with fast fashion, when it comes to retail? Examples will be given on the pricing, marketing and sales strategies of slow fashion brands and how they differ from those, used in fast fashion industry. How does culture influence the development of fashion: does it favour slow or fast fashion? The discussion will also look into the future — what role does technology and its advancement play in the promotion of sustainable fashion and what kind of opportunities does it open up for slow fashion brands?
Time and place
8 June 2018
Jakob Hurt Hall of the Estonian National Museum
Marina Skulskaya is a fashion historian, author of the book „ Fashion. The Most Humane of All Arts”, curator of the Fashion Design department at International Design School (St.Petersburg). As a columnist and stylist collaborated with numerous fashion houses and magazines. As a fashion expert – with TV and radio in Russia and Estonia. Her unique lectures show how fashion correspond with cinema, art, economics, social system and culture of the day.
Marina Skulskaya will give lecture “Cultural Heritage and Slow Fashion Today”. The main fashion trend today is to be or at least look like an intriguing person whose age and social status are very difficult if not impossible to identify. On the other hand designers, today cannot create real new forms, as all of them had already been invented, so they naturally look back at the history of the costume of different epochs and peoples. The result we see is the profound cultural research, the revival of traditional technics of any kind and a vogue for an eclectic style that can last not for one season, but forever.
Marte Hentschel is industry expert, Founder & CEO of Sourcebook, speaker, lecturer in textile technology, consultant. Garment production and supply chain maven with a diploma in menswear manufacturing and fashion design. She has a decade of experience in supply chain transparency and digital disruption.
Marte Hentschel will give lecture “Crowdsourcing, Supply Chain Transparency and Closed Loop Production in the Digital Age”.
Global raw material streams and the management of multiple manufacturers and suppliers is challenging, especially for small-scale fashion brands. This seminar gives an overview of tools, networks, and services that can help to source materials and manufacturing transparently and with the power of the crowd. New digital services and directories can help designers to reduce waste and increase resource efficiency, to create well made and sustainable products with a strong heritage approach.
Hanna Wittrock holds a Ph.D. in Social Anthropology. She is textile management teacher at Swedish School of Textiles and in Lund University. Her last research project was of the collaborative economy on Facebook, more specifically shopping groups, which was funded by the Swedish Retail Council.
Hanna Wittrock will give lecture “Emoticons and Shoah Guys: The Social Dimension of Facebook Shopping”.
Facebook shopping groups are one of the most popular fashion-related, consumer phenomena right now. Knowledge, community, and social relationships play a significant role. Sustainable consumption is part of the allure. Facebook shopping groups can, however, also be highly addictive. They are therefor both a mirror of and reaction against, globalized late modern consumerism.
Fiona has 20 years’ experience in the fashion industry where she held sales management positions for some of the most influential and pioneering brands such as Jimmy Choo, Hugo Boss, and Oliver Sweeney. In 2015 Fiona established a consultancy service which focuses on education, fashion, and footwear business development. In 2017 she co-authored ‘Marketing Fashion Footwear: the business of shoes’ published by Bloomsbury and is currently running the Shoe Bird 3D project which works at the intersection of footwear design and manufacturing using 3D printing and new technologies to produce sustainable footwear and challenge ‘wicked problems’ in the fashion industry.
Fiona Armstrong-Gibbs will give lecture “Contradictions and challenges: developing a sales strategy for slow fashion “.
It seems contradictory to talk about how to increase sales of fashion items when many believe this is how we have created environmental and economic chaos. Fast fashion has encouraged the consumer to want more, buy more and wear more, which inevitably leads to the disposal of more. How do we wrestle with this conflict as makers, manufacturers, and marketers? Fiona believes that selling fashion isn’t bad, and neither is consuming it, but we need to find a way to do it sustainably. This lecture will look at developing strategies to connect with your consumer, grow your business and maintain fair relationships in a competitive and commercial world.
Ragna Froda is Icelandic fashion/textile artist and designer who has worked in Paris, NYC, Berlin, and Reykjavik. For 10 years, she had a fashion label, Path of Love. A line of handcrafted textiles and timeless clothes. For 6 years, Ragna worked for the trend forecaster Li Edelkoort. Her passion is innovation & design with a healthy production cycle.
Ragna Froda will give lecture “One thing leads to another”.
What does it mean to plan your design career? Can you have expectations about the prosperous and fulfilling destination? How can you develop your selves as a designer, at the same time as catering to the industry?
An influential force for sustainability in the luxury goods sector, Johnston is responsible for a powerful and disruptive business model, making positive change for good in the consumer supply chain, spanning fashion, textiles and interiors.
Nancy Johnston will give lecture „Pioneering a new heritage -Journey of a sustainable luxury brand“.
Since 2014, she is responsible for a powerful and disruptive business model, centred on ancient heritage, artisanal and traditional craftsmanship. In this seminar, she will share insights in her journey, sharing business strategies and lessons learnt along the way.