Technology: The New Frontier For The Future Of Fashion

Hello, Darlings!

Welcome back, and welcome to another blog from the Future of Fashion, a place where we can magically impact the future of fashion, beauty and creativity for all living creatures.

This week we take a fascinating view of the future by means of technology.  The fashion industry has always been revered for its creativity and ability to access the mood of the time through the unique skills of designers and merchants.  These skills are no longer dependent upon humans.  The industry is going through a seismic shift driven by the relentless progress of technology.  From designing, manufacturing, marketing and selling, every aspect of the fashion industry is being transformed through technology.  In this blog, we will explore how these innovations are reshaping our relationship with fashion and what that means for the future.

All fashion starts with design.  Here, there is a digital revolution.  The days of sketching and draping are over.  Now, designers are required to understand advanced software like 3D modelling, augmented reality (AR) and AI to design to market in ways that were previously not possible.

  1. 3D Modeling and Prototyping: Tools like “CLO 3D” and “Marvellous Designer” allow designers to create garments in a digital space.  This reduces the need for endless sampling, reducing waste and speeding up the design process.

  2. AI-Driven Creativity: AI algorithms can analyse vast amounts of fashion industry data to predict trends, offer design suggestions, and generate design options.  Designers can collaborate with AI to push the boundaries of creativity to produce unique designs, which can be validated for commerciality, therefore creating best-sellers.

  3. Augmented Reality (AR): AR tools enable designers to see how clothes will look and move on a virtual model, optimising fit and aesthetics before they are made.  These tools can also support sales by using virtual designs to sell to end consumers.  Styles can be sold without sampling and versions can be tested for market preference, with the least-selling not ever being produced.

MANUFACTURING: Smart Factories and Sustainability

The manufacturing process is probably the most human-involved, variable and complex process in the entire supply chain.  This really does require a technological revolution to reduce waste, increase efficiency and become more sustainable.

  1. IoT and Smart Factories: Whilst these are innovations of the future, it is important to consider and promote these technologies.  The “Internet of Things” (IoT) enables machines within factories to communicate with each other, optimising production lines and reducing downtime.  This results in greater efficiency and reduced waste, which reduces cost and speed to market.

  2. 3D Printing and On-Demand Production: 3D printing enables customisation and limited production, therefore optimising commerciality and reducing waste.

  3. Materials Innovations and Circularity: Innovations in material science are creating sustainable fabrics and solutions.  Further developing uses for recycling and repurposing old fabrics, materials and clothing for new use.  We will see more of this as we create a future of sustainable solutions and circularity, which massively reduces the dependence on virgin resources, climate impact and waste.

MARKETING: Targeted and Immersive experiences.
Marketing now to a decade or so ago is unrecognisable.  With the arrival and massive growth of social media platforms, traditional forms of advertising have almost been replaced by targeted marketing.

  1. Data analytics and AI: AI-driven analytics provide brands with a deep understanding of consumer behaviour and preferences.  This enables highly targeted campaigns directly to consumers, showing what they really want to engage with.  This is one of the darker sides of technology, our loss of privacy.  The dramatic development of digital marketing has impacted our lives as consumers in so many ways.  Whilst data privacy has become mandated by law, we have to give brands our consent for them to use our data.  Yet, many consumers are actively engaging with platforms that are literally causing consumer addiction.

  2. Social Media and Influencers: Platforms such as Instagram, TikTok and YouTube are powerful marketing machines.  Again, this highlights the critical psychological impact of technology on all of us as consumers.  It does require us to engage with the platforms, but after a very active period of growth and all of us using smartphones, avoiding social media is almost an impossibility.  This can be seen as a dangerous side of digital advancement, requiring us, as consumers, to be responsible for our engagement.  Influencers have become very powerful as opinion leaders, using their massive following to promote the brands and products they represent.  Some influencers have a really positive impact, introducing ideas, learnings and philosophies to benefit their followers.  Again, the responsibility lies with us as consumers, as to how we engage with influencers and their content.

  3. Virtual and Augmented Reality (VR/AR): Virtual showrooms and AR fitting rooms allow consumers to “try on” clothes virtually, providing interactive and personalised shopping experiences.  This technology not only improves the consumer experience but can reduce return rates and increase customer satisfaction.

SELLING: E-commerce and beyond

The ways we shop for fashion are rapidly evolving.  Driven by technology and normalised during the pandemic, online shopping is increasingly our first choice.

  1. E-commerce Platforms: Online shopping has become so easy and efficient.  Everything is available online and very few barriers to shopping remain.  It is now a consumer’s paradise.  From the pandemic, online retailers have improved speed of service, enhanced customer experience and elevated choice of products.  Unfortunately, this has also led to too much clothing and availability, causing a heavy discount culture and customer fatigue.  With the faltering of FarFetch and Net-a-Porter, the indication is that a whole new era of e-commerce will emerge.

  2. Blockchain and Transparency: Blockchain technology is being used to enhance transparency in the supply chain.  Customers can track the journey of their garments from raw materials to finished products, ensuring ethical practices and building brand trust.

  3. Mobile Commerce: With the rise of smartphone use, mobile commerce has grown.  We do not need to go to a physical place to shop, nor a computer, just straight to our phone.  Shopping fashion has never been so easy and efficient.  Apps and mobile-optimised websites make it easy for consumers to browse, buy and engage with fashion brands.  Additionally, the gamification of shopping has leveraged the element of fun into the shopping experience.  Brands are also using  AI chatbots to assist with customer enquiries and improve service.

IN SUMMARY: The future has many opportunities for growth and innovation.  With the implementation and rapid development of AI, the speed and innovation are endless.  There are so many possible, optimised processes in the fashion industry.  These bring benefits in terms of sustainable products and processes, as well as insights into reducing over-production and, therefore, reducing waste.  The dark side of these advancements is that we, as consumers, are being driven to buy more of what we don’t need and not being conscious of the impact of technology on our lives.  Let’s be conscious of using technology to create the future of fashion as a place of opportunity and creativity for all living creatures.

As always, have fun, love life, and enjoy fashion.
Kate xx

How AI Can Help Sustainable Fashion

Hello, Darlings!

Welcome back, and welcome to another blog from the Future of Fashion, a place where we can magically impact the future of fashion, beauty and creativity for all living creatures.

This week we have a very interesting subject.  So many people have concerns about AI and its impact on our jobs and lifestyles, how we are so affected by technology and our increasing reliance on it.  Here, we have a very positive and practical use for it.  The fashion industry is such a wasteful industry and faces increasing criticism over its environmental impact.  A solution can be provided by artificial intelligence (AI), which is emerging as a powerful tool to drive sustainability.

AI can provide multiple uses in the transformation of fashion to a more sustainable version.

“Fashion sustainability involves looking at the big picture, considering the interconnectedness of social, cultural, ecological, and financial systems. Technology is constantly evolving, and artificial intelligence (AI) is becoming a key player in reaching these objectives.”  – carbontrail.net.

The complexity of sustainable fashion is notorious, and it has been a barrier for many brands entering the space.  AI is a very effective solution for resolving complex issues.  So, let’s explore some solutions and the possibilities available to brands and retailers.

  1. EFFICIENT SUPPLY CHAIN MANAGEMENT – AI-driven analytics can forecast demand more accurately, adjusting production schedules and inventory levels.  This can lead brands to reduce their production by knowing what they will need.  This can minimise over-production and related waste.  AI can also manage logistics efficiently, minimising the carbon footprint of transporting goods.

  2. DEVELOPMENT OF SUSTAINABLE MATERIALS – AI can accelerate the discovery of eco-materials by using massive data analysis to find sustainable versions of conventional fabrics.  For example, AI algorithms can be used to study plant-based fibres or materials created from recycled plastics, ensuring they meet technical requirements.  Additionally and very importantly, AI can be utilised to solve the industry challenge of circularity.

  3. CUSTOMISATION AND VIRTUAL FITTINGS – AI enables the creation of customised clothing through body scans and precise measurements.  This bespoke approach can provide excellence in fitting and a reduction in returns and waste.  It also allows for a potential elevation of product quality and perceived value.  Virtual fitting rooms powered by AI enable customers to try on clothes virtually, further minimising returns and improving logistics costs while enhancing the customers’ shopping experience.

  4. ENERGY CONSERVATION AND MANUFACTURING OPTIMISATION – Manufacturing clothing uses a lot of energy.  Monitoring and reducing this has been a complex area to address.  AI can simplify this process by monitoring real-time usage and implementing reduction strategies.  Not only does this reduce energy, but it will also reduce the cost price.  Stella McCartney is leveraging AI to generate clothing designs that optimise fabric usage, minimising the environmental footprint of each garment.

  5. UNDERSTANDING CONSUMER BEHAVIOUR– AI can analyse consumer behaviour to encourage sustainable buying practices.  By understanding what drives consumer eco-conscious preferences, brands can tailor their offerings to meet customer expectations.  This alignment can shift the market towards more sustainable options.

  6. TRANSPARENT REPORTING AND ETHICAL PRACTICES – Leveraging AI for tracking and reporting ensures transparency in the supply chain.  Consumers and stakeholders can see whether brands adhere to ethical and sustainable standards.  This transparency builds trust and encourages brands to maintain high environmental and social responsibility standards.

  7. FASHION SHOOTS AND PROMOTION – The Financial Times had a beautiful article, “Sometimes reality is not enough", exploring the recent use of generative AI in fashion campaigns.  Fashion shoots and campaigns have been notoriously costly and complex.  The exotic locations, expensive staging and endless post-production can be resolved through generative AI tools.  The article features Etro’s SS24 campaign and Misela’s handbag campaign.  It addresses the challenges and benefits of using AI in Fashion shoots.  Whilst this does not directly affect sustainability, it reduces the cost and travel involved in fashion shoots.  

To conclude, AI is still in its early stages of development.  We are still discovering the potential of the technology.  The power of AI can transform the wasteful and environmentally destructive practices of the fashion industry into a more sustainable version.  Through vast data, the opportunities for machine learning optimisation of the supply chain processes and the development of sustainable materials are endless.  The fashion industry is very complex, with the involvement of many people.  Many of the challenges to implementing sustainability are primarily due to these two factors.  Through AI, we can drive practical innovation, simplify processes, and reduce waste.  This technological evolution is one of the most optimistic and inspiring opportunities for the future of sustainable fashion.  We are in the very early days, with so much more to come.

As always, have fun, love life, and enjoy fashion.

Kate xx

Some Exciting Developments In Sustainable Materials

Hello, Darlings!

Welcome back, and welcome to another blog from the Future of Fashion, a place where we can magically impact the future of fashion, beauty and creativity for all living creatures.

I’m always excited to look at new fabrics and to understand and explore what can be used to make materials.  I’m also very excited to see new fabrics that come from waste or things that are regularly discarded.  This waste, rather than being discarded, is being used for something new and innovative.

Recently, I came across one such series of fabrics called Umorfil®.  Umorfil® is a bionic fibre.  It was founded by Dr. James, a well-known expert and innovator in the Taiwanese textile industry. It is made from upcycled agriculture, or rather fish scale, turning it into textiles.   

The name Umorfil® originates from the combination of Latin Umor and French “fil”.  “Umor” means moisture, and “Fil” means “yarn”.  Like wool and silk, the Umorfil® bionic fibre series has natural properties in temperature control and deodorising.  The fibre series contributes to marine ecology by using waste from the fishing industry.  This waste being put to good use is a huge benefit and a complete win-win.  The other benefit is that this is not only sustainable but also good for the skin when worn and has excellent natural functions.

All these materials have been designed and made in Taiwan.  I think many of us in the industry know about the revolutionary S.Café® yarn.  This technology recycles used coffee grounds and utilises its natural deodorisation qualities in the fibre and fabrics produced.

Coffee, like fish, is widely used in modern-day consumption.  So, the brilliant people from Singtex (the fabric mill) came up with the idea of using all these waste grounds to make fibre and, ultimately, fabric.   Incorporating coffee grounds alters the filament properties, resulting in outstanding performance. 

S.Café® mixes processed coffee grounds and recycled polymer to create a master batch that then goes for spinning.  The S.Café® yarn has been spun into various different qualities.  The coffee fibre provides UV properties, odour controllability, and fast drying, which outperforms cotton by 200% and polyester.   And these are permanent functions.  They are not finishes that will wash out but live in the properties of the fabric.

So let’s get back to Umorfhil®.  Umorfil® uses supramolecular technology to integrate collagen peptide amino acids sourced from up-cycled food waste, aquaculture, and fish scales.  This is incorporated with cellulosic fibre, polyester and nylon to create the bionic function fibre series.  The result is some extraordinary fabrics, which have properties like silk, wool and other natural fibres.  Some of the amazing performance qualities are wicking, natural deodorising and anti-UV, and they come with many certifications.  These certifications include FSC (Forest Stewardship Council) Oekotex and a Halal certification.  There are so many great benefits to the Umorfil® Series.  Not only is it sustainable, but it also has the benefits provided by nature.

These two fabrics are not the only ones with extraordinary natural benefits and qualities utilising waste materials.  They are, however, excellent examples of what is possible in the materials innovation field.  

I’m very passionate about sustainability and sustainable materials, especially sustainable innovation.  Having such huge amounts of chemicals in the items we’re wearing isn't necessary.  Nature gave us some beautiful qualities.  Those that naturally work for us as humans include cotton, wool, hemp, and, controversially, leather and fur.  Yet now, the largest material group is made from oil, and as we can see, this is not completely necessary.  There are other alternatives.  Fortunately, there are also great innovators such as those we have discussed here.  As consumers, what we can do is seek out such fabrics, buy them and wear them.  These are excellent for all of our athletic apparel, which is where we really need the deodorising, wicking and other performance metrics.  This sector is also where polyester is used the most and where we have the most issues with pollution and lack of recycling.  So here’s to a future of naturally synthetic materials.

What do you think about these materials?

As always, have fun, love life, and enjoy fashion.

Kate xx

What Is Happening With Luxury Creative Upheaval?

Hello, Darlings!

 

Welcome back, and welcome to another blog from the Future of Fashion, a place where we can magically impact the future of fashion, beauty, and creativity for all living creatures.

This week, we are looking at why there are so many creative directors in flux in luxury fashion brands.  We have seen so many changes in these highly influential positions recently.  It seemed to start when this blog’s favourite, Alessandro Michelle, left Gucci.  Since then,  Gabriella Hearst has left Chloe; this was a big disappointment for me.  I really thought  Hearst at Chloe could create a truly sustainable luxury brand, as Stella McCartney is.  Yet, it is clear to see that if the commitment is not coming from the top, it isn’t going to happen.   

As we know, Hearst has been replaced by Chemena Kamali.  This appointment brings back the bohemian-spirited glamour so famously created by Phoebe Philo at the Brand.  The debut collection of Kamali had a front row filled with all the Chloe girls, including the most famous one - Sienna Miller.  Chemena Kamali is a German designer and a Central Saint Martin graduate.  She has had a 10-year History at Chloe, and this is really her world.  I’m sure LVMH is delighted to launch a collection of some of the most successful bags and ready-to-wear from that era.  I certainly had several ready-to-wear items and a few gorgeous bags and shoes from the Philo era.  To bring that excitement to a brand is truly exciting and inspiring.

What other movements have we seen?  

Sarah Burton left Alexander McQueen, where she had been creative director since the death of McQueen.  The Brand has now lost the “Alexander” and is known as “McQueen” only.  Burton was replaced by Sean McGirr, who graduated with an MA in Fashion in 2014.  His collection was not greeted with the resounding success as expected, so let’s see what happens with that brand.

To circle back to Gucci, we have talked about Sabato DiSarno and how he brought the era of minimalism back to Gucci—something we could relate to from the Tom Ford era. Yet many people have said he has made Gucci look like Prada. The sales are dropping, and we keep hearing how badly Kering and Gucci are doing.  As we move through this text, we will look at what we expect and the pressures on newly appointed creative directors.

There’s been lots of excitement around the future appointment of the creative director at Chanel after Virginie Viard announced her departure in June. There were a lot of rumours and quite unpleasant commentary on how ugly her clothing was.  Nevertheless, sales grew during her tenure.  She was able to pick up and continue after Karl’s Death.  As Susie Lau so clearly addressed: “It’s hard enough for women in this industry, and unless you’ve been there, I don’t think any of us should be commenting so negatively.” 

This Chanel position remains open.  There’s been so much excitement and talk about everyone from Hedi Slimane, John Galliano, Simon Jacquemus, and Jeremy Scott, the trailblazing American currently at Moschino.  Only time will tell who the replacement is, but I’m certain the LVMH  HR is under a lot of pressure not to lose some of their most successful creative directors to this role.  It will be very interesting to see who takes on this role and, most importantly, if Chanel is ready for a new era of style and image.

John Galliano had set the rumour mill going when he deleted the content of his Instagram shortly after Viard’s departure.  He has found an extraordinary home at Maison Margiela, somewhere where he can be himself and express what he wants to express in the world.  There’s been a lot of talk of him returning to Dior or even going to Chanel.  If I could speak to him, I would encourage him to be somewhere where he is truly loved and appreciated and given an opportunity to flourish in a healthy way.

Dior is experiencing great success with Maria Grazie Chiuri in womenswear and Kim Jones in menswear.  It seems unlikely that she will move anywhere or be replaced by Galiano, but let’s see. For Louis Vuitton, again, those positions seem pretty stable.  Nicholas Ghesquiere has just signed a five-year contract, and Pharrell Williams is another newbie for menswear; let’s see how that progresses. I do think it brings a certain celebrityism and a very relaxed vibe which could so easily have been lost after the premature death of Virgil Abloom.

Then, most recently, Tom Ford designer Peter Hawkings stepped down from his role as creative director.  This came as a complete shock, as it was such a natural position for him, having worked next to Tom Ford for many years and building the brand with him.  Givenchy still needs a creative director.  Hedi Slimane may not stay at Celine.  A lot is going on at Burberry, and whatever strategy Daniel Lee had in place, it doesn’t seem to be working.  Let’s see what happens there.  What’s next?  Gucci is still unclear, and we don’t know where Pier Paolo Piccioli is going, nor Sarah Burton for that matter, although there are rumours that she is going to Givenchy.

Enough talking about all the moving parts; let’s explore what could potentially be happening.  Firstly, the luxury industry is facing a downturn.  Kering’s slump due to Gucci, seems to have continued.  LVMH is showing falling demand.  There are endless stories on YouTube, Instagram and other channels, talking about bad quality, sweatshops, unethical practices, and the end of luxury.  This certainly isn’t the end of luxury; it’s not going to happen.  But clearly, there seems to be some change in the mood.  Everything that goes up must come down, and the demand for luxury goods cannot keep rising forever. 

Brands must keep finding new ways to attract customers and grow their market share and desirability.   After all, this is a business; it’s not only about who is the most creative or has the best products.  It is a commercial business, which may be why all these creative changes are at play.  Getting a new designer is always exciting and has, at times, been the absolute genius stroke of reviving and transforming a brand.  Perfect examples are Tom Ford at Gucci and Alessandro Michele also at Gucci.  These are very different times to when Ford arrived at Gucci.  Then, there wasn’t anything much to buy.  He created a whole world, a new realm of product lines and desirable products.  He created items we didn’t know we needed, and we bought them.  Equally, when Michele took over from Freda Giannini, he created a vibe that was so of the zeitgeist.  We wanted that androgynous, glorious maximalism again.  We all wanted those items we didn’t even know we wanted, and we bought and wore them. 

The world is different now.  Everything is available all the time, all at once.  Nothing is that new; the trends move really fast.  Everybody is a bit tired of the transience of things, and there are always so many challenges like wars and real-world challenges to deal with.  The cost of luxury goods has increased so much, and it could be said to be something of a fatigue.  The Sabato DiSarno products are beautiful.  They’re not as easy to buy and consume as were his predecessors, Ford and Michelle.

There haven’t been any dramatic successes at any brand recently.  The new appointments have lacked lustre, maybe not through their creativity but certainly through their business results.  One of the most exciting appointments, Kamali at Chloe, isn’t new but a return to the past when the business at Chloe was booming.  The focus on the luxury goods industry has also brought with it a lot of focus on what is happening; nothing is hidden, or at least not for long, hence the deal with the sweatshop scandal.

In summary, a creative director’s appointment at a brand comes with tremendous pressure on them.  The world has changed, and the luxury fashion world with it.  There are so many things out there; we have so many choices.  Prices are increasing, but quality isn’t.  As consumers, we are not unquestioningly seduced by the marketing of brands.  We always want to look behind that beautiful hand-embroidered curtain, explore the supply chains and understand what’s really going on (including sweatshop scandals).  There’s a greater understanding of mental health and personal well-being.  This amount of pressure on creatives is extraordinary.  A new creative head for a brand is not a quick fix anymore.  Once again, we all desire authenticity, to be respected, and to have beautiful, well-made clothes that address our concerns.  Making easy money isn’t easy nowadays; with the wealth gap widened, luxury now is less aspirational and can be seen as bad taste.  Let’s look forward to a new era of creativity and beauty for all of us.

Whatever it is, remember: As always, have fun, love life, and enjoy fashion.

Kate xx

Why Is Everyone Obsessed With This Wedding?

This past week saw the culmination of the Wedding of the Decade so far: Anant Ambani's betrothal to Radhika Merchant.  

Upon researching this newsletter, I came across a lot of media related to it.  Many YouTubers had related content; @Hautelemode created an enthusiastic entry related to the dresses, saris and gowns.  Even the BBC devoted a podcast to the wedding, with the participants waxing lyrically about the wedding and musing over whether there was any love involved or simply extravagance.  The created content apart, why are so many people crazy about this?  

The last big wedding we collectively marvelled over was probably Prince Harry and Meghan Markel's wedding in 2018.  I remember remarking at the time that this was exactly like an episode of “The Crown,” to which my husband retorted, “It is, or it will be.”  I could not believe that the royal couple personally knew everyone attending—Oprah, Idris Elba, Serena Williams. This seemed like an entertainment or marketing power play, although I felt disingenuous saying it as I spent hours watching the extravaganza myself.  Was this the beginning of the true celebrity wedding, where invitations were given to people the hosts did not know?

In this blog, I want to pose a few questions.  The first is: Why are people crazy about the Ambani wedding?  There are several possible answers, and certainly, there is no true answer.  Firstly, this amount of wealth and glamour on display is designed to garner attention.  We cannot help but be mesmerised by such a display of extravagance and beauty.  Also, this is an exotic wedding, an Indian wedding, where the beauty and craftsmanship are unparalleled.  Harpers Bazaar estimated the cost to be approximately 120 million GBP, and the Daily Mail suggested the cost was around 240M USD.  People are living with real-world issues, cost of living crises, inflation, and wars.  We are bombarded with bad news, and the appearance on our feeds of beautiful people in stunning clothes decorated exquisitely is a welcome respite.  Like the Met Gala, we love to dive into a parallel universe we will most likely ever visit in reality.  

This brings me to the next question: Do we live vicariously online?  Absolutely.  I am always amazed by how much commentary there is on the couture shows, and yet the people who make the content, watch, and comment will never buy anything couture.  This is another example of that.  Many of those creating content about the Ambani wedding could only dream of attending such an event.  It is so far from their life, both geographically and culturally.

What was the intention behind this wedding?  We won’t really know the true answer.  Mukesh and Nita Ambani have made their success and wealth visible in the past few years.  In March 2023, they launched NMACC - the Nita Mukesh Ambani Cultural Centre, “a performing arts and multi-disciplinary cultural and exhibition space located in the city of Mumbai, India”.  The Centre has invited numerous celebrities from India and the West (Gigi Hadid, Zendaya, Priyanka Chopra,  Alia Bhatt, Aishwarya Rai Bachchan and many fashion influencers, including Bryan Boy, Tamara Kalinic, and Xenia Adonts.  Hamish Bowles curated a stunning exhibition called “India in Fashion”, celebrating the vast influence of India in fashion.  Their commitment to the Arts is clear and very important.  This is relevant not only for the Ambanis as a family but for India as an influence worldwide.  Clearly, the Ambanis want to be known as a family that contributes to the arts, has style, and is cultured, something beyond the wealth created through the world’s largest oil refinery.  They are becoming a family to be known and an invitation you want to receive.  Let’s watch the greater influence this has on other Indian and Asian families as time progresses.

Let’s move on to the event.  Asian weddings are often very lavish affairs.  I have been to some magnificent Indian and Chinese weddings.  They are more than a simple, romantic celebration of love and tying the knot.  The parents get an opportunity to show their success and taste level.  How much they can afford to spend and how tasteful their selections of venue, clothing and food are.  It is usual for such events to go on for a few days. 

Indian weddings are notorious for being multi-occasion events, with several days of celebrations.  Regularly, affluent families will take over a hotel for the event, so the Ambani’s plan is not abnormally extravagant.  The wedding business in India is a huge business in the region, with a revenue of 130 billion USD, the second largest industry in food and groceries.  

The guest list was very interesting.  From the January Engagement Party through to the March Pre-Wedding Party, the May European Cruise and the Final July events in Mumbai, there was such a broad list of Bollywood stars (Salman Khan and Ram Charan), former British statesmen (Tony Blair and Boris Johnson), tech titans (Marc Zuckerberg and Bill Gates), (Rihanna, Katy Perry and Justin Bieber), influencers (Kim and Khloe Kardashian), movie stars (John Cena and Priyanka Chopra).  Many performers were paid generously for their time, and maybe others too.  Whoever the Ambanis really know and who they generously invited is irrelevant.  They have firmly established themselves as a family of wealth, class and influence.  They are making things happen in the world beyond Silicon Valley or Wall Street.  This is Mumbai, India, and this is another world.  

Why are celebrities so important for this wedding?  Clearly to have the likes of Rihanna and the Backstreet Boys performing, with Andrea Bocelli singing at your wedding; if you can afford it, why not?

The Ambanis will become the family to know from these power-play moves.  Memories were made at these events.  The impression of India and Indians, for many celebrities and the public, will have been changed forever. 

Just as with “Crazy Rich Asians”, people will see what happens in Asia and how it is in a very different way.  As many say, “Crazy Rich Asians” was not a film but a documentary.  This is Asia, and there is wealth.  Let’s move on to India itself.

India has risen to great economic prominence in the past decade.  President Modi has a very aggressive approach to the growth of the economy.  Industry focus has shifted from agriculture to IT and valued information services, and of course, the Ambani family have one of the most valuable exports in the largest oil refinery in the world.  The current GDP is 8.2 per cent, and it is now the fastest-growing major economy in the world, with the Western world suffering from the proximity of war.  With the lifestyle cost crunch in many people’s everyday lives, we are seeing something of a shift.  Asia seems to be rising.  From what have been the manufacturing locations for the Western brands, these countries are now having their time.  I have worked in India and spent time working with one of the most affluent business families.  Their wealth has always been enormous.  These industry titans have been there for the past several decades, yet now we see them integrating into the Western world.  In times of race, diversity and integration, there is more awareness of other countries.   

To wrap this up, Asia is rising.  It will be an interesting time of change.  These industry leaders and their families will be the new global celebrities and influential people. 

Welcome to the future!

What did you think of the wedding?

As always, have fun, love life, and enjoy fashion.

Kate xx