From high-end labels to high street ones, Indian retail industry is exponentially burgeoning. While brands are expanding their business by opening more stores, e-commerce has enabled shopping to be more accessible around the globe. Today’s consumers are welcoming international and homegrown brands which are driven by higher purchasing power and the need for authentic choices. Thus, the overall consumption and average spending has increased dramatically. As a result, the fashion industry is bubbling and creating new avenues for emerging talent who are spoiling us with their awe-inspiring designs.
While brands are keeping pace with the trends that are always trickling up and down the fashion chain, the need to innovate has risen. In such a saturated market, with pressure on designers to work at mind-spinning speeds, it is nearly impossible to come up with ideas that are completely free of inspiration. But the borderline between inspiration and plagiarism is thin. Though plagiarism in the fashion arena has been happening for years, the power of social media today has made it impossible for plagiarism to go unnoticed. This has allowed a shift in attitude whereby independent voices are now being heard and taken seriously in an industry of esteemed players. When Diet Prada started calling out copycats in fashion, the international industry took notice. Today, Indian fashion industry has found it’s own multitude of a voice that goes by the name Diet Sabya. The anonymity of the account and their truth-to-power analysis has already created a stir which has helped them gain countless followers in a short span.
Though the fashion industry is filled with extraordinary talent and is idealized, seldom is light shed on its darker side. Aiming to be a protagonist of the fashion industry, Diet Sabya is exposing fashion knock-offs and spilling secrets which, till date, have been difficult to protect. Beyond throwing shade on the happenings in the fashion industry, the account is drawing attention to larger injustices too. By putting up pictures that show comparisons, Diet Sabya is calling out acclaimed brands and top-notch stylists who dress their celebrity clients in designs that have been blatantly copied. Their captions and hashtags are a mix of sarcasm, humor, wit and shade.
With an aim to bring transformation in thinking and creating, we wonder if fashion conglomerates will re-examine the product they’re making. Inspiration needs to come from a place of love which deserves credit. You know when the design or style is ripped off – they see other brands having success with it and now they want to cash in too.
Creativity should always come first. While drawing inspiration is quite acceptable, the act of imitation will only take away the focus from original and novel ideas. What makes your work buzz-worthy is the ability to define fashion on your own terms. The idea of originality comes from re-imagining the past from a different and personal perspective, the idea is not to re-invent the wheel—it’s about creating your own version of it.
Who says one can only find inspiration from the sector you work within. Read along as we unveil how retail players can compete in this changing landscape by finding inspiration beyond the fashion industry.