Fashion is evolving at breakneck speed, not in the designer studios of Paris, New York or Tokyo, but in the streets. The next big trend is increasingly likely to appear from trendsetters strutting their stuff in the streets of Shinjuku or Times Square or on the banks of the Seine.
Fashion labels and manufacturers need to stay on top of this rapidly evolving street couture, where the whim of a bunch of Japanese schoolgirls can kick start a new craze that sweeps across the globe, courtesy of the Internet.
A bold new interactive platform will connect the fashion industry with the people who are pushing the boundaries of fashion every day. Vote-to-manufacture, or VTM, will be the facebook of the fashion industry, yet it will be more interactive and much more driven by the creative process.
Phyle (http://www.phyle.asia/) aims to be that online platform, which trendsetters would join and post designs of clothing apparel they want to see created or modifications they want to see of apparel already hanging on the racks. They would interact with each other, discussing the latest trends, commenting on each others' ideas and designs. Fashion labels and manufacturers would be part of the site as well, with designers and would also take part in this dynamic process, where ideas are created, modified or discarded. Eventually, members of the platform would vote on the designs, and the ones that are most popular would then be considered for manufacture by the labels and manufacturers.
Revolutionary, cutting edge designs that in the past might never be created would now manufactured by the industry, secure in the knowledge that it has a pool of customers ready to buy these pieces the moment they are finished. This would cut costs for the labels and manufacturers. In addition, it also would be extremely environmentally conscious, eliminating the waste that inevitably accompanies the current hit and miss approach of creating a design in the hope that it will sell.
The current generation of fashionistas are tired of being told what is cool and hip by a small number of designers and fashion magazines. They are bold and creative and eager to sketch out their own visions of where fashion is headed next. And they are online, where their ideas quickly grow in popularity, where prominent bloggers have become almost as important as fashion magazine editors. A new obscure trend in San Francisco can quickly explode into the next big idea that takes the streets of Paris, Tokyo and New York by storm.
Fashion labels and manufacturers can tap into this evolution that is taking place in the streets through VTM and keep themselves at the very forefront of the next big thing. Trendsetters can now see their visions translated into reality when their best designs would be created by the fashion industry in the kind of fabric or with the little touches they envisioned.