Innovation, conformity and other ambivalences in fashion design

Abstract

This article problematizes the creation in fashion design. Anoticeable majority of companies in the fashion marketaccompanies trends, which are edited by bureaux de style,disseminated by fashion designers at week runway shows andadvertised as successful bets by the fashion media. Thisinvestigation results from the development of a researchabout the agency of fashion designers. The given scopeemphasizes the dialectics of creation x adequacy andinnovation x security. More specifically, the paper addressesthe considerations of three interviewees conducted for thevalidation of the research’s results. During the dialogues -which consisted of informal telephone conversations aided bya semi-structured script – the professionals reported theirreflections on deliberate acts of creation and the businesslogic of fashion design corporations.