How independent designers become imaginative in a hard market

The Power of Community in Fashion

Oldham is optimistic about the connection that the popup will promote on the designer side. "We are all in the same world, which is good to build a community through this sale with like-minded designers," he says. "It is a good group of many people with whom I am friends and others that I have admired from afar."

A New Era of Collaboration

The collective is the first great effort of independent designers to urge sales and connection in difficult times. However, other brands have developed similar physical initiatives to reach customers at this moment. For example, some brands plan to organize more trunk shows to bring products directly to consumers, while others have organized pop-ups to reach US consumers without sending clothing to the country.

The Right Time for a New Model

Oldham had hoped to organize a sample sale with other New York designers. He is glad that the couple could use their network, which was built up in the course of their 14-year journey, making the pre-packed offer a simple yes. It is the right time for a new model, as one designer notes, "Apart from the fact that you are innovative in design, you have to be innovative in the shop."

Innovation in the Fashion Industry

This conversation appears a lot among the designers of this next generation. "There is a real feeling to have our turnover," one designer says. "For many of us, at least in our case, we were able to build up the brand thanks to the support of our wholesale partners. But the relocation of wholesale to DTC takes time, infrastructure and funds that are not always available." Initiatives such as this offer a way in, allowing designers to maintain 100 percent of the profits achieved with this pop-up.

The Future of Community-Driven Fashion

The pop-up may not be a new concept, but the assembly of the community of a brand so that designers can maintain 100 percent of the profits achieved with this pop-up is a considerable milestone. Can it be replicated beyond this short moment? The organizers are optimistic, striving to expand beyond New York and exploring the possibility of making similar events in other states. "People are excited when designers come to places like Nashville," one designer notes.