Authenticity Can’t Be Imitated  

 

The copycat mentality is disrupting the fashion industry with its attempts to keep up with the quality of a rapidly evolving system. Styles arrive and exit as quickly as a model makes her way down the runway.

That flower-print chiffon dress we absolutely had to have was briefly popular in the summer of 2017. The wavy, high-low cut was beloved by the masses and replicated from well-known fashionistas who exposed their creativity on the runway. A few months later, its cheaper and fleeting copies ended up untouched in the dark-recess of a closet, or worse, on the clearance rack.

That’s the thing about copies, they are quickly produced and pushed because the quality of the garment is significantly reduced in order to meet the speed of fashion trends. It’s a revolving cycle: luxury brands design and publish their fashions on the runway. Then the copycat designers push mass amounts of their product through department stores. As a result, luxury designers move quicker to produce the next trend in order to compensate for their financial loss to department-store brands. Once again, they will be out of style before faster than the flashes of paparazzi. Large department and retail stores do have one selling point that most luxury brand designers can’t compete with; their low prices. The cliché “quality over quantity” has never been so genuine.

5 of the major retail stores have ten variations of the same style–think of that flower-print chiffon dress–but they all have a common denominator. Since they are mass-produced, their quality is not as pristine and zealous as the unique pieces crafted by designers dedicated to their passions. Their price points vary, and shoppers often find themselves browsing through the strip mall with piles of flower-prints that offer the best price and fit.

The constant cycling of trends does, however, continuously open doors for new ideas and new creations. In a way, the fickle movement of style in department stores can be beneficial to luxury brands. In some cases, like the chiffon dress, pieces only span a small section on the fashion lifeline. They come and go like the weather, after all, fashion trends do come in seasons.

PRC Italy takes pride in designing and creating fashions that are timeless. The little black dress will always be a staple of contemporary and vintage wardrobe. While department stores scramble to restack their racks, and luxury-designers progress the fashion trends, PRC remains faithfully consistent. As the copies and luxuries circulate between the trends, we naturally gravitate toward our favorite classics. PRC’s unique collections are immune to the relentless flow of fashion traffic. It remains undisturbed by mass production because it is focused on the creation of small-stock quality, and timeless pieces. Don’t be fooled, the women of PRC Italy aren’t basic by any means.

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