Radical innovations in Fashion

Fashion is always about change, always about something new. It’s light. It’s seductive. It’s luxurious. Isn’t this what we hear on TV and read in Fashion magazines? I was even talking to a master student in fashion the other day when she called fashion ‘light’. There is nothing ‘light’ about fashion, was my respond. It brings a lot of pollution, pain and insecurities; and yes all this is packed in a beautiful wrapping.

Fashion, when we go all the way to the core of it, is certainly amazing. It is all about creativity, about helping people to communicate something about themselves through what they wear. It is about diversity and joy. It took me 4 years to reach this core of fashion. Well maybe longer, maybe it took me 22 years if we start counting from the moment that I learned to knit and started experimenting with it. Past 4 years I have spent on developing a new design system and a new business model for fashion brands and retailers. The design system exists of 5 steps and helps to design clothes that fulfill people’s needs. It also helps to build a relationship with the future customers based on trust and commitment. The business model offers 5 prices per clothing depending on the way it is going to be purchased (buy new – borrow new – buy worn – borrow worn – subscription). It helps to make fair trade production and low priced clothing possible.

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Revolution

Both models combined will lead to a revolution in fashion when many fashion brands and retailers start using it.

  • Clothing of great quality would be affordable for everyone.
  • Clothing production would empower many women working in this sector by paying them living wages and offering other benefits to them and their families.
  • It would lead to a cleaner and healthier environment, because less water, energy and chemicals would be needed.
  • It would lead to fashion companies improving each collections as they go.
  • The problem of overproduction and unsold clothes would be solved.
  • The problem of bad fitting and bad quality clothes would be solved.
  • The problem of child labor and horrible working conditions would be solved.

Last Tuesday I received the title of Radical Innovator of the Future with this project. It really was a huge honor to be standing between great innovators in Amsterdam and being appreciated for my vision and the steps that I already have taken.

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Does it work?

Together with my partner Samy Andary in the project Patch I have tested the design system on a small scale and I am proud to say that it works! We have been using the design system to create the ideal sweatpants and we have built a community of more that 200 sweatpants-lovers who have contributed to the final design until now. In total this was a process of 3 months. Our first batch of sweatpants was sold out within 2 hours (!) and we kept receiving emails from people asking us where and when they could buy the next batch because they love the concept and the designed pants.

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For now I am writing my book ‘Paradigm shift in Fashion’ for fashion brands and retailers who would like to use this model within their company. The book will be published in autumn this year. If you would like to know more about these models, you can ask your question below or you could contact me directly by sending me an email.

  1. David June 6, 2014

    Congratulations on the award! Keep on the great work!

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Meta Fashion Summit

Organized by Hasmik Matevosyan and Stephan van Eken
Took Place on the 19th of November
Utrecht, The Netherlands

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It can be challenging for fashion companies to keep up with innovations and move a fashion business towards a more sustainable future. Many questions arise such as:

  • Which innovations are out there that can be valuable for our company?
  • Which new business models and strategies have led to successful results?
  • How to manage the financing of a sustainable or circular fashion company?
  • How to find addresses of ethical producers and sustainable textile-manufacturers?
  • How to convince the end customers to choose a sustainable product above a (mostly cheaper) non-sustainable one?
  • How to better collaborate in this industry?

Our goal with this first event was to acceletate positive changes within the fashion industry. We decided to do so by connecting gamechangers, sharing relevant knowledge and of course inspiration! Read below how the visitors experienced the first edition of the Meta Fashion Summit.
 
“This was a summit about sustainability and new approached of the fashion industry which was inspiring and useful!”- Joan den Exter
“Great initiative. Met lot of people with passion for fashion. Want to see the platform in bigger context. Hope you guys will keep working to change the industry for better.” – S.M. Musa
“The Meta Fashion Summit was very well organised, keynote speakers with interesting news about relevant business issues. Well done!” – Rita van den Berg
“Meta Fashion Summit provided us with the opportunity to get a glance into the fashion world and it’s revolution.” – Rosalie Oomen
“In November 2016 I was a speaker at the Meta Fashion Summit. It was a very interesting event where professionals as well as students could meet each other and talk not only about sustainable fashion, but also about system change within the fashion industry. I greatly enjoyed this event and it was a wonderful opportunity to share and hear new ideas and to get in touch with likeminded people.” – Anke van den Ban
“Such an inspiring event. Networking and guiding each other is such an essential part for a more sustainable (fashion) future. Thanks to Stephan and Hasmik for making this possible. I feel events like the ‘Meta Fashion Summit’ is exactly what we need more from.”
“The Meta Fahion Summit was a good opportunity to get in contact with other people and company’s who want to make sustainable fashion.”

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Testimonial

“Due to the Thanksgiving Holiday I had time yesterday to relax and enjoy watching all of your videos in a row. Wow! They are beautifully filmed, and while they are short in timeframe they are packed with information.

I know that I will be going back and watching again. I am also going to return to your book to dig deeper into certain areas.

The one that really left me thinking yesterday was your comment about the fact that consumers connect better to a product that really serves them, than a marketing message about how it is eco & ethical. Also, that having a prosperous company allows for the implementation of people and planet friendly initiatives.

I also really liked your explanations of the different business models and the overall information on apparel lifecycle – and how supporting your customers in the care and end of life of their clothing can make a big environmental impact. I am letting the information filter through my mind, to see if I have insights on how to best apply it with Cheval Amour.” Lisa Simmons

 

“In my ongoing exploration of what is fair fashion and what businesses in the textile industry can do to change their operations for the better, I came across Hasmik’s book “Paradigm Shift in Fashion”. I really enjoyed reading her perspective on how fashion companies can transform their business model by starting at the beginning of the design process – instead of focusing on operations in the supply chain which is more commonly spoken about in sustainable fashion. She advocates more engagement with the brand’s customers and making them part of the design process. With practical tips and a design system on how to go about this, Hasmik provides a refreshing and inspiring approach to changing the fashion industry in her book, and in person when speaking to her about her work and vision.” Mathilde Teuben

 

“I’ve met Hasmik during my research for my graduation thesis, which was focused on the subject of sustainability. After reading her book “Paradigm Shift in Fashion” I had the opportunity to interview her and talk about her book more into depth. The book is well written and offers an innovative design system for brands in order to make sustainability viable, which is different from other books, as they only describe the matter but don’t give a suggestion for a solution. She is such an inspiring and intelligent person, I could talk with her for hours, she knows a great deal about sustainability. I would recommend Hasmik and her professionalism about sustainability for brands who are trying to make a difference.” Dena Simaite

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Copyright Hasmik Matevosyan 2016

Paradigm Shift in Fashion PARADIGM SHIFT
IN FASHION
24.95

‘There is no doubt in my mind that fashion, designed to meet the needs and desires of the future wearer and which has been intelligently produced for the purpose of easy reuse of materials, meanwhile contributing to the lives of tailors, can in fact be profitable.’

In this book Hasmik Matevosyan shows fashion brands and all those involved in fashion today exactly how to do this. She offers a design system that helps fashion brands to start a dialogue with their target audience, build a community and design clothes based on the needs and desires of their clients. Not only the consumer benefits from this ‘social fashion’, it would mean major improvements for all the stakeholders involved in the fashion chain.

Retailers can benefit from this new type of fashion by adjusting their role from being solely a sales location to being an all-round service provider regarding clothes. Hasmik offers practical tools and several case studies making it easy to start implementing this shared knowledge right away.




TESTIMONIALS

“In my ongoing exploration of what is fair fashion and what businesses in the textile industry can do to change their operations for the better, I came across Hasmik’s book “Paradigm Shift in Fashion”. I really enjoyed reading her perspective on how fashion companies can transform their business model by starting at the beginning of the design process – instead of focusing on operations in the supply chain which is more commonly spoken about in sustainable fashion. She advocates more engagement with the brand’s customers and making them part of the design process. With practical tips and a design system on how to go about this, Hasmik provides a refreshing and inspiring approach to changing the fashion industry in her book, and in person when speaking to her about her work and vision.” Mathilde Teuben

 

“I’ve met Hasmik during my research for my graduation thesis, which was focused on the subject of sustainability. After reading her book “Paradigm Shift in Fashion” I had the opportunity to interview her and talk about her book more into depth. The book is well written and offers an innovative design system for brands in order to make sustainability viable, which is different from other books, as they only describe the matter but don’t give a suggestion for a solution. She is such an inspiring and intelligent person, I could talk with her for hours, she knows a great deal about sustainability. I would recommend Hasmik and her professionalism about sustainability for brands who are trying to make a difference.” Dena Simaite

 

“Paradigm shift in fashion’ heb ik in één keer uitgelezen. Interessant voor iedereen die meer wil weten over hoe een duurzame toekomst van de modewereld eruit kan zien & praktische stappen wil weten om daar te komen. Inspirerend en praktisch boek!” Anjolieke Dertien

 

“Hoe verander je een wereldwijde miljoenenindustrie van vervuilend en mensonterend naar eerlijk en duurzaam?
Er zijn maar weinig mensen die daar een helder antwoord op hebben. Hasmik is een van die mensen. In haar boek geeft ze een goed gedocumenteerde beschrijving van haar systeem en haar visie. Niet in grote lijnen, maar praktisch toepasbaar en tot in detail uitgewerkt. Of het ook echt in de dagelijkse modepraktijk gaat werken, is nog afwachten. Maar een eerste stap is gezet, nu is de branche aan zet.” Richwald Feenstra

 

“Het boek van Hasmik schetst een helder beeld van de problemen in de huidige textielindustrie, maar gelukkig blijft het daar niet bij. Sterker nog: het boek maakt juist indruk door de innovatieve visie en praktische oplossingen die Hasmik aandraagt om deze problemen op te lossen.

Als (startend) ondernemer in de textielindustrie pas ik de aangedragen oplossingen uit het boek momenteel toe in de praktijk. Het design system dat Hasmik beschrijft in het boek stelt de klant echt centraal. Het onderzoek naar de behoeften van de klant kost t.o.v. de gebruikelijke werkwijze iets meer tijd in het begin, maar het levert zoveel waardevolle informatie op dat dit het meer dan waard is. Want waarom zouden we brede collecties ontwerpen, deze zo snel mogelijk laten produceren (met verlies van kwaliteit), en dan maar hopen dat de klanten het willen hebben? Dat is als schieten met hagel en dan hopen dat er iets raak is.

Kortom: dit boek is een echte aanrader! Voor geïnteresseerde consumenten, maar ook voor iedereen die iets doet in de keten van textiel, van (grote en kleine) kledingmerken tot retailers!

Tot slot, ook haar optreden op TedX Maastricht is overigens een aanrader om te kijken!” Brendy Boogaard

 

“Het boek spreekt duidelijke taal en leest heerlijk weg. Het was zowel bevestigend als verrassend en ik vind dat iedereen die in de fashion werkt het sowieso moet lezen om zich in te lezen over het business model. De huidige modellen voldoen niet meer aan deze tijd!

Ik ben ontzettend blij dat er mensen zijn als Hasmik die met zoveel passie informatieve boeken schrijven en zo de wereld in de industrie kunnen veranderen. Complimenten!” Sabrina Wullur

 

“Ben jij op zoek naar een manier om van de oude economie in de nieuwe economie in te stappen? Zoek niet verder, maar lees dit boek. Een heldere omschrijving van alternatieven voor de staande ontwerp-, productie-, marketing- en verkoopsystematiek. Laat je inspireren om dit model op alle mogelijke terreinen toe te passen!

Are you looking to leave the old economy and are you searching for ways to step into the new economy? Look no further and read this book. It will provide you with alternatives for the standing design-, production-, marketing- and sales systems. Get inspired to work with this new outlook in all thinkable areas!” Jessica Maas

Fashion and Sustainability Researcher, Consultant, Public Speaker and Connector

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When I can help you with advice or my network, we can plan a consultancy meeting online.

Contact me please by sending an e-mail to hasmik@hasmikmatevosyan.com for more details. I will get back to you the same day, I promise.

MY BACKGROUND

I was born in Armenia in 1987. At the age of 14 I came to the Netherlands with my family where I later studied fashion design and communication.

In 2012 I received my Master of Arts degree in Fashion Communication Design.

The year 2014 was a great year for getting it touch with like minded people all around the world. In May 2014 I was awarded a title of a Radical Innovator of the Future with the design system and the business model that I have developed for the fashion industry. In October I was able to publish my first book and share my findings of a research that I had spent 4 years on. In October I was also invited to give a Tedx Talk about the subject and you can view the video below. My Tedx Talk was chosen as editors pick in the US and helped me to reach out to many professionals working in the same field as I am.

In 2015 I developed the video-course Good Fashion Mastery where I share new and more detailed findings from my research with fashion designers and brands.

In 2016 I focused on creating a community of fashion professionals who are working towards improving the fashion industry. I created a group on Facebook (731 members) and one on Linkedin (623 members) to connect like-minded fashion professionals and help each other with inspiration, knowledge and network. Members of the groups share interesting articles around sustainabillity, new business models, innovation and fashion.  They start discussions, ask for help, introduce inspiring companies and themselves. Feel welcome to join.

This year I was nominated for the Viva400 Award in the catergory ‘World Improver’.

At the end of 2016, in collaboration with Stephan van Eken we organized our first seminar: the Meta Fashion Summit. Our goal with this event was to acceletate positive changes within the fashion industry. We decided to do so by connecting gamechangers, sharing relevant knowledge and of course inspiration.

In 2017 I will mainly be in Cyprus and work on my research from another country than where it all started. To be completely exact, it all started when I was 5 years old and living in Armenia, not the Netherlands. My mother, who was knitting clothes for her customers, was my inspiration and first teacher. She was the one who made me appreciate the effort that is put into the making of a garment. She also made me want to learn to design clothes that would be cherished and would stay in people’s memories for years.

This year, you will mainly find me online. There are exciting plans which I will shre with you throughout the year through my blog and my social media groups.

Don’t hesitate to contact me, our conversation might even develop into a brainstorm session.

 

Blog
Meta Fashion Summit
Overproduction: Taboo in Fashion
Good Fashion Mastery is ready!
Second update about Good Fashion Mastery
Launch Good Fashion Mastery
First update about Good Fashion Mastery
True Cost Movie, my reaction
Q&A: How much time is the prototyping step going to take?
Q&A: Can sustainability and economy be combined?
Good Fashion Mastery

Feel free to contact me if you have any questions regarding the given information on the website, or if you would like to plan a meeting.

E-mail: Hasmik@HasmikMatevosyan.com

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