Is the cost-of-living crisis fueling creativity at London Fashion Week?

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Our spending patterns are shifting as a result of the rising expense of living to keep up with the exorbitant food costs and electricity.

As people make cuts, it is something that those working in the fashion industry need to be mindful of.

But, that does not imply that it is a tough time for the sector; it simply calls for being inventive.

Josephine Philips, the founder of the on-demand software SOJO that fixes garments, says that.

The 25-year-old encourages individuals to rethink tossing away clothing and instead consider mending it.

“We really want people to think of repair as something exciting. It’s an experience you can enjoy,” she added.

Josephine claims that when she required a piece of apparel to be repaired but lacked the skills to do it herself, the inspiration for the app struck her.

“I, like so many others, had no idea how to sew, so I wanted to make repairing and tailoring easy and convenient.”

The majority of discarded clothing is either burned or dumped in landfills.

Users record their complaint on the app to get anything repaired, and a courier picks it up on a bike.

In a time when we’re investing very little on apparel, Josephine thinks that enhancing what you already own is a joyful way to spend less money.

“We’ve realised when people get things tailored – even when you make a small change – you feel completely differently about that item,” she says.

“It feels like ‘wow, I haven’t wanted this for a year because it didn’t make me feel great’ and now it’s like a new piece of clothing.”

Josephine Philips, the founder of the on-demand software SOJO that fixes garments, says that.

As customers cut back on fashion, Asos suffers significant losses.

Ten seamstresses have been added to the company’s network since SOJO’s inception in January 2021.

They are now based in London, but they intend to grow throughout the UK.

Josephine claims that, of all the adjustments they make, the dance floor injuries are the cause of their most frequent repair job.

“We do a lot of crotch rips on jeans, so one for all the dancers and man-spreaders. We also do a lot of replacement rips in the pockets of coats and jackets.”

Not just Josephine believes that the current state of fashion is fascinating and innovative as more people choose to wear their existing outfits.

Edward Enninful, editor-in-chief of British Vogue, believes this tendency to be accurate.

Edward responded when Newsbeat questioned if it was a difficult moment for the industry that it was difficult for brands but not for people.

“Fashion has been through a recession before, this isn’t the first, but what a recession does is make creativity bigger.”

Edward also mentioned the trend of customising while referencing the 1980s, a period that saw a second recession.

“People imagine more and find other ways of being creative. In the ’80s people tie-died t-shirts and embellished their clothes.”

Dua Lipa and Sophie Turner, an actor in Game of Thrones, were styled in the past by Amy Bannerman.

More and more of us are purchasing used goods in an environment of cost-cutting.

Pre-owned clothing may soon be seen on television if you don’t already have any in your own closet.

Love Island has partnered with eBay for the second season in a row, dressing contestants in outfits from the online store.

Amy Bannerman, a stylist, spent hours searching the website to find 1,800 pieces for the islanders’ clothing.

She tells Newsbeat, “Even before I got this post, I was on eBay daily simply for myself; there is never a minute when I’m not shopping for something.

Amy’s best advice for used clothing purchasing

Shop in stores you are familiar with, such as Zara or Topshop, and approach the purchase with thought as to what you want.

Before going online to look for wardrobe inspiration, use Instagram to compile a saved collection.

Be aspirational and consider purchasing items from designers you’ve always admired but couldn’t afford because you’d be shocked at what you can find online.

Amy claims that secondhand fashion is gaining ground not just on our screens but also on the runways.

“If you look at the fashion shows at the moment, they’re taking influence from vintage and pre-loved fashion,” she claims.

“So many looks like they have been sourced in vintage stores. It’s definitely having an aesthetic effect, people don’t want to dress in trends.  What an exciting time, to know we’re rising to the challenge of the cost of living and still managing to pull out looks.”

photo: WRAP

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