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Somebody said, “Luxury must be comfortable; otherwise, it is not luxury at all.” It is a very simple philosophy but carries a very deep meaning. It goes parallel with quotes like, “Comfort and luxury need not be expensive; they just have to be comfortable and luxurious, period.” Fashion is all about creativity, imagination and common sense. What makes fashion click aside from design and style? Some people say that in fashion, like in any other industry, hard work and a significant measure of luck makes a brand or label famous. That may be true as a precondition for anybody or anything striving for excellence. But there is that element that fortifies what a brand or company has built. It is termed simply as “fashion statement”. Whatever that word technically means has nothing to do with its impact in any industry, especially in fashion. It is something that can be likened to the soul of the human being. It makes its presence felt when you know it is coming, when it has arrived and lingers even long after it has gone. That is statement! In the advertising and promotions industry, it is expressed in “catch phrases” attached to brands or products. It is something that identifies and indicates the brand or product every time it is uttered – anytime, anywhere. It is something that delights an audience, customer or not. There is a promise in the “statement” that is dreamed of and looked forward to. “Statement” is the incarnation of something that is elusive like a forgotten beautiful dream that you deeply feel rather than grasp the details of. That makes it difficult to establish a “statement”, in fashion or elsewhere. It is the creation of that “thing” that artists are perpetually looking for to kindle the imagination and inspiration. It is the outcome of that “thing” which drives the artist when finally grasped, inspiring him (or her) to create awesome masterpieces that manage to successfully amaze even the most impassive nerd or technocrat. That is statement! Fashion is art. But even in its character as an art form, fashion can and must be treated as commercial merchandise. It cannot stay in a state of a dream forever. Otherwise it loses the purpose of its coming into being. It has to fit to the real-life situations of its environment. There must be designs and styles that fit the fat to make them look and feel fashionable in the same manner that fashion wear for the sexy, slim and fit are so designed to enhance and mesmerise audiences in creations that models wear to flaunt and promote so that revenues from sales can continue to fuel the inspiration that creates the fashion statement.
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