In recent years, historical fashion houses have been relaunched with great success. Drawing inspiration from their own history, while looking at the future, these houses have turned their cultural heritage into a competitive tool for brand identity.
How does a heritage brand remain relevant to Millennials whose tastes and habits are unique amongst generations?
How does a young brand weave its story and create a sense of history when there are no archives to draw from?
Presented as part of the Virgin Australia Melbourne Fashion Festival’s Ideas Program, the Business of Fashion: Heritage and Modernity will discuss the heritage-creativity interplay in the highly competitive context of the fashion and luxury industry.