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LE MAGAZINE HEIMSTONE +

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 Today, fashion is in a paradoxical state, as if we're stuck between two worlds: an outdated, dysfunctional model, and a new world that's painfully, yet gradually, taking shape.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an outdated, dysfunctional model, and a new world that's painfully, yet gradually, taking shape.”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, 

Remettant en question chaque aspect de notre production, de notre processus créatif, de notre relation avec nos clients, et même les fondements de notre modèle économique, ce qui fera également l'objet d'un futur article. En fin de compte, notre mission reste la même : créer non seulement de beaux vêtements, mais des vêtements avec un but, des vêtements capables d'inspirer le changement et de nous aider à trouver notre unicité et notre voix.

Même si cela peut sembler trivial face aux problèmes du monde, j'ai toujours cru que la manière dont nous nous habillons, et en fin de compte, la manière dont nous nous présentons au monde, affecte notre psyché et la position que nous voulons adopter. Et pour citer Pascal Morand, président de la Fédération de la Haute Couture et de la Mode : "La mode est ce qui est le plus proche de l'homme aujourd'hui. Nous utilisons des textiles tous les jours, 365 jours par an."

"Fashion is what is closest to man today. 
We use textiles every day, 365 days a year.”
Pascal Morand
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Achète-on moins mais consomme-t-on plus ?

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.

Les problèmes de chaîne d’approvisionnement nous ont appris la patience — ou du moins, la frustration. Et aujourd’hui, l’essor de la durabilité nous pousse à repenser la notion même de propriété. Faut-il acheter un objet pour en profiter ? Ou pouvons-nous simplement l’admirer de loin, comme une espèce rare que l’on espère voir rester dans son habitat naturel ? Mais il y a un piège. Consommer sans posséder nous laisse affamés d’une manière différente. Est-ce que tout ce défilement comble le vide ou l’approfondit-il ? Cela nous apporte-t-il de la joie — ou simplement le désir de vouloir plus ?

"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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