Last week I had the opportunity to catch up with Osman Yousefzada to get his perspectives on both life as a fashion designer and artist in a Covid-19 world, and also in light of the George Floyd events that have taken place over the last few weeks in hopes to better understand how fashion may evolve in the future.
Osman has dressed some of the most iconic and powerful women in the world from Beyonce, Lady Gaga to Anne Hathaway and Taylor Swift. His designs are a true mix of fashion and art, truly reflective of his passions. His clients are loyal and proclaim themselves to be ‘The Osman Woman’, yours truly being one of his biggest fans.
Here’s The Take:
LG: What have been the biggest challenges for you and your business in this time of Covid-19, and how are you adjusting?
Osman: “I’ve been very lucky from a business perspective that nothing has cancelled thus far in terms of orders, but obviously this is a very challenging time. I actually think this is an amazing opportunity for a time of reflection. In this time of challenge, comes opportunity. This is almost a biblical moment - we are challenging the FOMO world and asking is it really relevant anymore? It’s time for a reset in the conversation. People are reevaluating consumption. We are very lucky in an ironic way to have this time. The opportunity for a cleansing of habits and ideas; for asking the tough questions like ‘What’s your place in the world’? The working conditions for fashion workers in some third world countries like Bangladesh are horrendous. We need to become active citizens in our world, and in many ways this starts with the consumer, if don't choose to buy, then there is no demand for a product which isn’t making an effort towards sustainability.”
LG: We’ve all been locked in our homes over the last few months, wearing our sweats and Havaianas. What do you expect to be the new fashion trends, post Covid, and how will you, and the industry respond?
Osman: “As I speak with my customers, I think they are taking a ‘wait and see’ attitude. My direct clients are still asking for things, so demand is there. I do think we will continue to see the trend of a more considerate consumption continue. The entire model needs to shift and will shift. The large, fancy offices, with grand lobbies, ‘churches of capitalism’ will diminish their role and footprint, as more and more can be done from home. I think the retail notion of seasons will shift and we can soon expect to see seasonal collections during the season in a move towards practicality. In addition, the entire cost/price/markup model will evolve, meaning that discounting will also change, hopefully meaning there is less waste and over production in the system. There were more than 150 Billion articles of clothing that were made in the world last year, and some of them didn't even make the shop floor before they hit the landfill, so I feel it’s time this has to be addressed and revisited.”
LG: That’s refreshing to hear. How will the trends themselves change do you think?
Osman: “I think there will continue to be 3 aspects to everyone’s wardrobe;
- The sense of comfort look
- The Work look
- The Event/Party look
With the advancements in technology, and more and more people working from home, I predict that consumers wanting to express themselves with a strong sense of comfort will be the order of the day, but there is always a place in a woman’s closet for a happy dress.”
LG: I’m also curious to hear your thoughts on what you think the role of the Fashion Designer to be in the future?
Osman: “As far as Fashion goes, there will always be a mix of comfort and fantasy. This will still be around. However, I am looking inward and I think the industry is and should do the same. We need to look in the mirror and ensure the industry is producing goods that are sustainable. In addition, we all need to do our part and be active citizens. We can no longer totally blame big business. We need to make different decisions and change our working practices. I’ve done a lot of reflecting on this and this will be the direction for my work. In addition, I’m changing the way I am thinking about structuring my business, and moving more towards enhancing my work through collaborations. My new focus will be on a mix of Projects, Fashion and Words. It’s a bright future ahead, and I for one am optimistic.”
LG: Regarding the horrific George Floyd tragedy and the hopeful progression of the Black Lives Matter movement, what responsibility does the world of fashion hold?
Osman: “I think this period of pause, and the tragic death of George Floyd, and the crucial actions of protestors, the world is now finally waking up to the real and ubiquitous issue of racism, and marginalisation of minorities. I think the fashion industry can do so so much. It can be visually inclusive, and also look at hiring policies so we have a truly diverse talented industry that is represented of all of us.”
LG: Thank you Osman for sharing your poignant insights with us. Such an important time to be active and looking forward.
For additional reading on Osman check out: Osman Yousefzada On How Coronavirus Has Devastated “Forgotten Voices” In The BAME Community
https://www.vogue.co.uk/arts-and-lifestyle/article/osman-yousefzada-coronavirus
Again featured in Vogue on the impacts of fast fashion powered by the moving short film created for London Fashion Week “Her Dreams are Bigger”,
https://www.vogue.com/article/osman-bangladeshi-fast-fashion-garment
In closing, with the implications of Covid-19 and the powerful movement of Black Lives Matter, truly the world of fashion has been forced into a period of transition. There is opportunity for the industry to play a leadership role in challenging the status quo, and being an active voice for change, both in the face of the customer, and throughout the supply chain. Can one of the world’s most powerful and influential industries influence and lead the way?
That’s ‘The Take’….
Until next time - be active, speak out and stay safe!
-LG