When people's consumption behavior is doing more "subtraction", fast fashion, which has always pursued speed, also emphasizes the sustainable balance between quality and design. Can Jil Sander and Giuliva Heritage help Uniqlo and H&M do this?
London, England—breaking, renunciation, and separation seem to be once again integrated into the lifestyle of many people today. After experiencing various turbulent situations, facing the still unstable future prospects, people are constantly making choices to clarify the things that are most precious and important to them.
The fashion industry's "from the complex to the simple" is a response to the aforementioned consumer behavior trends. Among them, cheap fast fashion brands should be particularly aware of the changes, otherwise, they are likely to become the first batch of "lag behind" to be eliminated by the audience market. Uniqlo and H&M are among the first brands to take action.
After nearly a decade, minimalist fashion designer Jil Sander will once again cooperate with Uniqlo to launch the +J series this fall. Official information revealed that this cooperation will continue the low-key and simple style, and still focus on high-end uniform design. In 2009, the two reached a cooperation, and then terminated the cooperation in 2011. In the fall and winter of 2014 and the spring and summer of 2015, Uniqlo re-enacted the classic items in the +J series, and the consumer market also responded positively to this.
When selecting the latest partner, H&M also made a similar choice. Its collaboration with Italian fashion brand Giuliva Heritage will be officially launched on September 3. The latter was founded in 2017 by Margherita Cardelli and Gerardo Cavaliere, and is known for its traditional hand-cut formal wear and classic design aesthetics. As part of the H&M Conscious series, related cooperative products will be manufactured using recyclable materials and recycled fibers.
Nowadays, when the economy is in depression and looking around at a loss, the "lipstick effect" is also difficult to work. More people are beginning to pursue durable everyday clothing. Even if price is still an important consideration, they are no longer willing to.