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Business of Fashion: Heritage and Modernity

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.