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THE HEIMSTONE MAGAZINE +

OPINION | 06.10. 2024

DANCING ON QUICKSAND

Alix Keçe shares insights on the art of staying upright in a tumbling world.
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Am I the only one who feels like the world has gone mad? In a world that seems to shift beneath our feet daily, global challenges are many – climate change, geopolitical instability, economic recessions. It's hard to stand tall and take a step forward. As the world shudders, aren't its tremors creating new rhythms for those brave enough to stand tall? There's no secret: the fashion industry, too, is not spared. Yet, amidst the chaos, it seems that new opportunities are emerging for those daring enough to seize them. Today, fashion is in a paradoxical state, as if we're stuck between two worlds: an outdated, dysfunctional model, and a new world that's painfully, yet gradually, taking shape. 

Sure, it's unfolding on uncertain ground, but it amazes and fascinates me, as if, somewhere in this chaos, the world – and especially fashion – has never been more alive and more vibrant with potential. There's  a true awakening among consumers, who no longer just buy products; they buy values, stories, experiences. The numbers show us that 67% of consumers today consider the use of sustainable materials an important factor in their purchasing decisions. This isn't a trend; it's a real shift.

"Today, fashion is in a paradoxical state, as if we're stuck between two worlds: 
an outdated, dysfunctional model, and a new world that's painfully, yet gradually, taking shape.”
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SEEING HAS BECOME THE NEW OWNING: 
CONSUMING IS NOW ABOUT SAVOURING THE EPHEMERAL.

In response to this, new technologies – AI, blockchain, digital fashion – are transforming how we create, share, and consume. Fashion brands no longer just sell clothes; they sell digital identities and immersive experiences. The rise of the metaverse offers a fascinating new playground where creativity knows no bounds, and the possibilities are endless. At Heimstone, we jumped onto this opportunity, almost out of the fear of missing the train as it sped by. AI and digital innovation will be the focus of an upcoming dedicated article, featuring a joint interview with my husband, Onur Keçe, who masterfully leads this digital transformation with The Refreshment Club communication agency, and Edward Mills, Associate Director at Parsons School Paris. But let's not be fooled; navigating this new territory isn't easy. The key is to embrace uncertainty, to dive into discomfort. That's where true creativity comes alive. And as for Heimstone, I've chosen to face these challenges head-on, 

questioning every aspect of our production, our creative process, our relationship with our clients, and even the very foundation of our business model, which will also be the subject of a future article. Ultimately, our mission remains the same: to create not only beautiful clothes but clothes with purpose, clothes that can inspire change and help us find our uniqueness and our voice. 

Even if it seems trivial compared to the world's problems, I've always believed that the way we dress, and ultimately, the way we present ourselves to the world, affects our psyche and the position we want to take. And to quote Pascal Morand, President of the Federation of Haute Couture and Fashion: "Fashion is what is closest to man today. We use textiles every day, 365 days a year."

"Fashion is what is closest to man today. 
We use textiles every day, 365 days a year.”
Pascal Morand
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DO WE BUY LESS BUT CONSUME MORE?

So, what does the future hold? As an eternal optimist, I dream of building a world, or at least a fashion world, where creativity, consciousness, and innovation coexist. In the end, the art of dancing on quicksand is about finding your rhythm in the midst of chaos, reinventing yourself again and again, and staying alert to all the novelties and different industries around us. And even if our world seems to be collapsing around us, there's something exhilarating about standing tall and continuing to dance.

Supply chain issues taught us patience — or at least, frustration. And today, the rise of sustainability pushes us to rethink the very notion of ownership. Do we need to buy an object to enjoy it? Or can we simply admire it from afar, like a rare species we hope to see remain in its natural habitat? But there's a catch. Consuming without owning leaves us hungry in a different way. Does all this scrolling fill the void or deepen it? Does it bring us joy — or just the desire to want more?

"To not only create  beautiful clothes but clothes with purpose, clothes that can inspire 
change and help us find our uniqueness and our voice.”
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