No, it’s not the future that is digital, especially in fashion

It’s been the past when Helmut Lang launched his FW 1998 collection online and sent it to the press by CD rom

When in 1998 Andrea Panconesi launched LUISA VIA ROMA SPA

When American Apparel launched the brand on Second Life

It’s today when Travis Scott launched his new hit and new apparel collection with a show on Fortnite

It’s today when Facebook launched the integrated e-commerce on the social media platform

It’s today with the augmented reality store of Parfums Christian Dior and the Tommy Hilfiger virtual event on a skyscraper penthouse.

The truth is just that most of the fashion industry has been blind and deaf to innovation and real creativity in the past 20 years and that now, being pushed by an unbelievable downturn, is just nervously trying to understand what’s going on…

And, no, digital is not technology.