SIMON CRACKER
SLOW – ' Listen quietly ' CHAPTER 1 - AUTUMN/WINTER 26 - 27
The main theme of the show is listening and being listened to, as Simone Botte explains. After years of grow than development, the fashion industry seems to be changing a lot. It i snow very fast paced and fragmented, and things are being bought in a matter of months. It often happens quickly and without anytime to talk about it, think about it, or stop and think.
People don't really listen. Everyone talks, everyone shouts, everyone feels the need to have their say without listening to others. We often think about the answer before we've even finished the question. We don't really listen anymore; we just take in everything, even things that don't really interest us.
We are constantly bombarded with a lot of images, videos and sounds that are not useful. This can confuse us and distract us from the important things. We need to stop. And listen to the people around us.
For a long time, traditional designs were ignored in favour of creating protective clothing that would fit anyone. Today, it's important to think about different body shapes and how they look. Simon Cracker’s designs are all about diversity, but this time the story starts with classic men's fashion.
This style is questioned, transformed and deconstructed until it reaches a point where it matches the brand's identity. It is an identity that has never forced rules on anyone, but has always ignored them. This has led to a kind of language that is open, free and irresponsible, and which anyone willing to listen can listen.
Counting to one hundred becomes a symbolic act: slowing down, observing, listening, and making decisions more slowly and consciously. People are starting to value being slow again, as well as looking to the past and wearing vintage clothes that will never go out of fashion. The length of time a catwalk is around does not determine its value over time.
This makes us realise that we need to come up with a new way of creating fashion that is calmer, more attentive and more human. Viewers should listen to what designers are saying through their clothes, because it is not just about how things look, but how they can communicate something. Every detail, from the hanging thread to the ears printed on the garments, has a meaning. Nothing is random.
If you ignore the story behind a fashion show, you'll miss the point. It takes designers a long time to create their work, and it's not something that can be done quickly. It took months of research, sleepless nights, trying and failing, and insights that require time and commitment. It is real, concrete work that needs attention in reality, in the body, in the space where it is performed, and that must continue even after the show.
If you become attached to a brand, it doesn't mean you should only be interested in things that make you feel amazed right away or only engage with a brand when something is shocking. It means building a deeper, more human relationship based on listening, continuity and understanding. There is no such thing as a target audience: there are people. People who live their lives, who move, who make choices, who feel.
This language is for them.
Count to one hundred.
Listen.
And move forward, together, beyond the show.
CREDITS:
PHOTOGRAPHY
Francesca di Giuseppe
PRESS OFFICE
Fayer Communication