London Fashion Week: Does the rising cost of living foster creativity

Philips, Josephine

Because of the rising cost of living, our spending patterns are changing to keep up with the exorbitant prices of food and energy.

People are cutting back, so those in the fashion industry need to be aware of this.

But that doesn't indicate that it's a bad time for the business; it just calls for being inventive.

According to Josephine Phillips, the creator of the on-demand app Sojo that fixes clothes, this is true.

The 26-year-old encourages people to consider mending clothing rather than discarding it.

"We sincerely hope that people will view repair as exciting. She tells BBC Newsbeat, "It's an experience you can enjoy.

When Josephine needed a piece of clothing altered but didn't know how to do it herself, she says the idea for the app struck her.

"Since I, like so many others, couldn't sew, I wanted to make repairing and tailoring simple and practical. " .

Pile of clothes
Most old clothes are either burned or dumped in landfills.

Users log their issue on the app, and a courier picks it up on a bike to get something fixed.

Josephine thinks that modifying what you already own is a practical way to spread happiness at a time when we're all spending less money on clothing.

When people have things customized, she says, "we've realized that even a small change can completely change how you feel about that item.".

It feels like a brand-new article of clothing after feeling like, "Wow, I haven't wanted this in a year because it didn't make me feel great. ".

A network of 10 seamstresses has been established by the business since the launch of Sojo in January 2021.

Although they are currently only active in London, they intend to grow throughout the UK.

Josephine claims that out of all the modifications they make, the dance floor injuries are the most frequent repair job they perform.

We frequently rip the crotch off of jeans, so one for each dancer and man-spreader. In addition, we frequently repair rips in the pockets of coats and jackets. " .

Edward Enninful
When Anna Wintour leaves her position as editor of American Vogue, Edward Enninful is the front-runner.

As people make due with what they already have in their wardrobes, not just Josephine believes that this is an exciting and innovative time for fashion.

Editor-in-chief of British Vogue Edward Enninful finds the trend to be accurate.

When Newsbeat asked Edward if it was a difficult time for the business, he responded that it was difficult for brands but not for people.

"Fashion has experienced recessions in the past; this one is not the first, but what a recession does is expand creativity. ".

Edward also mentioned the customizing trend while discussing the 1980s, which saw a second recession.

People use their imaginations more and develop other forms of creativity. In the 1980s, people decorated their clothing and tie-dyed t-shirts. ".

Amy Bannerman
Dua Lipa and Game of Thrones actress Sophie Turner were both styled by Amy Bannerman in the past.

More and more of us are purchasing used items in an effort to save money.

If you don't already have used clothing in your wardrobe, there's a chance you will see it on television soon.

For the second consecutive season, Love Island and eBay have partnered to style contestants in apparel from the online store.

After spending hours searching the website, stylist Amy Bannerman found 1,800 items for the islanders to wear.

According to her statement to Newsbeat, "Even before I took this role, I was on eBay every day just for myself, and there is never a moment that I am not looking for something.

  • Choose familiar brands to shop at, such as Zara or Topshop, and approach the store knowing exactly what you want.
  • Create a saved collection of outfit ideas on Instagram and peruse it before looking online.
  • Be aspirational and consider purchasing items from designers you've always admired but couldn't afford because you'd be surprised at what people will sell online.

Pre-owned is reportedly taking over on the runways as well as our screens, according to Amy.

According to her, vintage and used clothing are having a big moment in the fashion shows right now.

"So many outfits look like they were bought from vintage shops. People don't want to wear trends; it's clearly having an aesthetic impact.

What a thrilling time it is to know that we are meeting the challenge of rising living expenses while still getting compliments. ".

Check out Newsbeat on. Twitter. and . YouTube.

Tune in to Newsbeat. live. weekdays at 12:45 and 17:45 - or playback. here.

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