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BACK TO THE FASHION FUTURE WITH FEDERICA SALTO

federicasalto.com

January, 1st 2021

With her blog La moda, il sabato mattina , “fashion on Saturday morning”, Federica Salto sums up the highlights of the week with pills from the fashion system. Here, she gives an insight on what the new look of the fashion industry is.

Words By Alessandra Di Perna

Advising on books, movies, beauty tips and outfit inspiration, Federica Salto invites Staiy into her own world, which she already shares with her followers. She offers interactive Q&As, insight from her inspiring works and a constant update on Harry Styles – her celebrity crush.

The new pandemic atmosphere has now become the new normal. Influencers have probably been the pioneers in these past few months, being one step ahead with digitalization and social media presences. However, everyone else in this industry, from designers to fashion victims to occasional customers, had to adapt according to the availability of the market and discovered new ways of interaction. One thing is for sure, the situation paved the way for the emergence of the most creative people, those who are not afraid to overcome the rules and redefine the boundaries of fashion

As the issues of the slowdown of production practices and sustainability are the trendiest nowadays, almost every company tries to tackle the issue with a more or less ethical solution. So how do we distinguish the new “creative problem solvers?” According to Salto, courage is the key “by decreasing your offer and sending the message that less is more, you implicitly accept to lose opportunities. That’s why I believe that the big players including ready-to-wear brands and fast fashion brands, as well as physical and online retailers together with institutions should take this responsibility, redesigning the market rules to allow everyone to play the same game.”

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Salto emphasizes that the ones who really challenged the fashion system during these were not the new young designers, but the oldest ones in the industry, like Giorgio Armani. “Mr. Armani’s great contribution to emergency funds have made so much noise and unleashed a wave of imitators. His open-heart letter to WWD and the actions that followed stem from a moment in which the world was facing a strong emotional crisis, but it is only a starting point. The logic of the market is difficult to unhinge and, if the emergency and the reaction of some people in the sector have helped to accelerate the movement, the real revolution has yet to start and will only happen when all the major companies of the sector embrace it.”

For Salto the crisis could and should have been foreseen. Rather than merely affecting the economy, the emotional and health related effects of the crisis led people from the industry to desire normality. Consumers are willing to spend more and redirect their purchases towards companies that have ethical practices.

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Although the one-day delivery from Amazon is efficient and has revolutionized our lives, consumers are still willing to give it up. People can now understand a brand’s marketing language and whether they are being truthful in establishing a sincere relationship with them. Priorities are changing, but opportunities are continuously evolving as well: refinement is crucial, and the strong growth of the vintage and second hand market creates an equal offer for fashion victims who are developing a critical eye too.

Federica Salto is always on the cutting edge of the newest trends, attending fashion shows and events and reporting them to the crowd in real time. For her, the slowdown and fast-paced schedule of the digital Fashion weeks this season has allowed bloggers and the press to optimize time and dedicate the right attention to each presentation. However, for insiders and brands physical shows still remain the best option: being able to see and feel a garment closely, the ability to interact with the audience and lastly, attract media with special guests and celebrities together with big buyers from all over the globe.

What is the future reserving for us? According to the Altagamma Monitor, the digital sector is still prominent with an estimated growth of eleven percent, rising from 12% in 2019 to 23% in 2020. Perhaps, this reveals that this era is still on an upward trajectory from the previous decades in terms of pathways and improvements. What does Federica Salto predict with regard to the fashion industry? “We will always tend to be attracted to goods we value sentimentally, such as perfumes or lipsticks. Now it is necessary to understand what will be those of this crisis: I bet on skincare and demi-fine jewelry.”