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Fashion and luxury brands to move from storytelling to storyproving

By Sophie Abriat
Fashion and luxury brands under pressure to move from storytelling to storyproving
"Today, in 2020... The time has come to collectively call the fashion world to task regarding inequality in our workspaces and in our industry," Naomi Campbell solemnly declared in a video broadcast on July 6 for the opening of the first ever digital edition of Paris haute couture week. Mandated by the Fédération de la Haute Couture et de la Mode, and wearing a “Phenomenally Black” T-shirt, the self-appointed activist and supermodel did her best to sound convincing and convey the message that action was needed. But in the current crisis, customers turned activist citizens want more than words spoken by a catwalk star sitting comfortably in her living room. Times have changed. Now more than ever, people feel free to speak out and hold luxury and fashion brands to account. Brands can no longer get away with rhetoric and pictures. Customers demand deeds. They want proof, real proof. As many industry observers see it, the era of storytelling is giving way to the era of what the French call “storyproving.”

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