Can fashion still be original if it’s trying to please an algorithm?
Being too plugged in can lead to predictability. In a world where our shopping habits are often dictated by algorithms, we should step away from the blue light.
For any fashion editor, the quarterly trip to the Fondazione Prada in Milan to take in the latest collections by Miuccia Prada and her co-artistic director Raf Simons is one of the highlights of any fashion week. You never know what to expect. It’s a treat to hear Mrs Prada talk about the ideas, conversations and visual references that informed her latest collection.
Surrounded by journalists clutching voice recorders, the Italian design doyenne always keeps her cool and shares insights into her creativity. This season she spoke about her desire to work against social-media algorithms. But how? One way is to present a different idea for every look, rather than a cohesive theme that could be replicated online. “We wanted to add a human touch,” she said, adding that humanity often equals unpredictability.
Weeks later, I’m still thinking about that brief backstage encounter. At a time when so many fashion collections and images are criticised for looking homogenous and algorithm-friendly, can design still be original? And can we still dress in a way that feels personal? It would be easy to adopt a negative outlook and give up on originality. But then again, there might be a simple solution: seeking style inspiration away from the screen.
As we enter the gifting season, seek the unpredictable – like the elusive Mrs Prada – and try to find out more about the products that you’re buying. Behind every item are stories of entrepreneurship, craft and human relationships between designers and makers. Our fashion pages feature collections of such best-in-class products to start you off.
