Style / Fashion

Danger of See Now Buy Now: Samuel Drira, Nehera

With Paris Fashion Week underway, AFP Relaxnews caught up with designer Samuel Drira, creative director of Nehera, on instant gratification in fashion.

Sep 28, 2016 | By AFPRelaxnews

As well as outlining his latest creations and inspirations for the season, the designer Samuel Drira, gave us his take on the “see now, buy now” revolution that’s shaking up the industry.

What’s the womenswear silhouette for the spring/summer 2017 season?
A silhouette that juxtaposes different influences: kimono sleeves and press-studs, nylon track pants and a patchwork gypsy skirt, a tux jacket with an obi belt. The silhouette’s disorder creates its own balance.

What or who inspired this collection?
Louise Nevelson (an American sculptor).

Who is the collection aimed at? What style of woman?
Precisely no woman in particular. A collection is a suggestion. We only take it half the way. If there’s no one out there who wants to wear it, then it’s a failure.

Today’s womenswear silhouettes are free from all constraints, with no taboos when it comes to clothes. Is it still possible to revolutionize fashion in 2017?
Fashion is more about creatives, viewpoints, angles and stances. For there to be a revolution, “fashion” would need to be one single thing that could be turned on its head. But this is no longer the case.

With “see now buy now” and the merging of menswear and womenswear collections, the face of fashion is changing. How do you see the future?
Before the internet took over, we were capable of going all the way to New York to buy a Hanes t-shirt that wasn’t available in Paris. Instant availability has shattered the dream of the unattainable object. But do we want something that’s available to buy instantly without having previously dreamed about it? That’s a question that the fashion world will perhaps need to consider in the near future.

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