Why is Fashion So Repetitive?

Luxury fashion, especially at the highest price points like Dior and Chanel, are very slow to evolve key designs and “iconic” motifs of their brands. This applies to the ready-to-wear as well as hallmark bags and shoes. And to some degree, the reliance on these key models as social currency guides the design philosophy of innovation (or repetition) at these brands. Today, we’re asking why brands are so repetitive, whether they really are repetitive, whether I would ever design clothes myself, the end goal of fashion, and whether Coco Chanel was a Nazi.

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