JACKET (AND BEER) REQUIRED
A PHOTOSHOOT TO 'LIGHT UP OUR CHRISTMAS'
LAST MONTH I VISITED THE JACKET REQUIRED SHOW IN EAST LONDON WITH TESSUTI.
Jacket Required is a premium fashion trade show exclusively for buyers and press. It hosts established international brands through to some of the new streetwear brands we’re seeing making a noise at the moment.
Held at the famous Old Truman Brewery in Shoreditch, Jacket Required showcases a line-up of contemporary menswear and selected womenswear across apparel, footwear, accessories and lifestyle product.
As well as getting a peek at what we’ll all be wearing next winter, it reminded me how as an industry it’s learned to work together for the greater good. Strong relationships are made and cemented at these events - yes the day’s are great but it’s after the show finishes when the serious business is done…
I remember reading an article a year ago about how having a drink in Japan is central to successful business, “in a culture where group harmony and avoiding open conflict are overriding goals, drinking provides an opportunity to let your hair down and express your real thoughts”. As somebody who grew up working in the fashion industry this is very much how things are done - it builds trust and openness. I strongly believe this is one of the main reasons the industry has taken ownership of the word ‘collaborate’. The deals may have started in the boardroom but they become reality over a beer.
Strong relationships in business are key to success, I’ve always believed the rest of us can learn so much from how fashion brands collaborate.
I reckon those jokers from the Houses of Parliament could learn a trick or two from the fashion industry… they should pop on their favourite kicks, jump on a plane to Brussels and have a mad night out with their European counterparts - the deal will be boxed off by the 4th pint.