Essay
Earlier this year, Ingrid Starnes was forced to close all its retail stores after Covid-19 severely disrupted its business. Now the fashion label is embarking on its next chapter with a brand new business model – one which promotes an honest and sustainable future for fashion, writes Ingrid Starnes managing director Simon Pound for Ensemble.
For our next season we won’t decide how many pieces to make, our customers will. We think too many clothes are being made, which is perhaps a contradictory position for a fashion label, but we’re really trying to do something about it.
This attempt at a meaningful alternative to overproduction is possible because we’re in the unusual position of being freed from the traditional retail model, one upside of a year that started with the most hope and excitement we’d had, and went very sideways very fast.