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I remember being impressed by one technical detail at a fair of
ready-made clothes in Paris. It was a simple blackboard that was put up
in the most prominent place on a landing between the flights of stairs.
The blackboard carried notes made in chalk on the results of daily sales.
It wasn’t information on prices or the number of items sold. It was an
analysis of buyers’ preferences. The board indicated which items were
most eagerly bought – say, clothes in red and black shades, low-heeled
shoes or tailored jackets – which actually determined the next season’s
fashion priorities. Indeed, fashion is what has been bought.
But how about fashion magazines and dazzling haute couture
shows? Their role seems most definite – to prepare the ground for new
trends, and to maintain the image of designers and the value of their
trademark. The last word, however, belongs to the consumer, on whose
choice depends whether the proposed novelties will be accepted. In fact,
it’s the consumer that finances new fashions and ultimately passes a
verdict on what will be in vogue in the next season.
We should come to realize that fashion is not a dictator. There’s
no need to argue with it or criticize it. In the long run, fashion depends
on our choice, and not the other way round. We can always ignore if it
doesn’t suit us or if we don’t suit it. We should develop a calmer
approach to fashion, since it’s a reflection of our life, our psychology
and our opportunities. Fashion is a kind of a standard accepted and
approved by the majority – a majority that is certainly not deprived of
common sense. That is why fashion so carefully guards its most
successful finds. For instance, jeans remain on the agenda for several
decades running. Or take British-style Chanel suits. They are fashion’s
classics, its gold fund.
This is what our role in fashion is all about – to use its intrinsic
values and be in step with the spirit of the time.

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Text 7

TASTE OF SILENCE

It is an illusion that the suit which has become the fashion leader
cannot be varied. A jacket can go with a skirt or trousers. Plus a blouse.
Varied skirts, varied trousers, varied blouses, varied vests – this is a
“long-playing record” which isn’t likely to become boring.

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