Alice Temperley On Why Brand DNA Is More Important Than Ever Before

BY Harper's BAZAAR Arabia / May 10 2020 / 12:00 PM

The designer shares her thoughts on how sustainability will play a larger role in the relationship between brand and consumer, post COVID-19

Alice Temperley On Why Brand DNA Is More Important Than Ever Before

“This situation we are all in, for me, has confirmed what we knew before; that we all do too much. We currently try to please some unrealistic retail models to support wholesale which now needs to change. We need to do less collections and enjoy the process more. Appreciate it, spend more time designing it and more time wearing it. We need to slow our lives down and live in the moment.

As for the brand, going forward it will be much more authentic, focusing on our core DNA and telling our story in a much more realistic way. You have to have a relationship with a brand, know why you wear it and know what it stands for. We all know to focus on the sustainability of fashion, who made it, what the fabrics are, and whether it will last.”

Harper's Bazaar Arabia May 2020 Issue


Lead image courtesy of Instagram/temperleylondon

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