In the ever-changing landscape of fashion, one voice stands out—the compelling narrative of French fashion commentator Lyas. Joining Imran Amed, founder and editor-in-chief of the Business of Fashion, Lyas discusses his unique take on the industry and the crucial role that storytelling plays in fashion communication.
Lyas, regarded as a fresh and authentic voice among fashion communicators, believes that the industry has entered a challenging era. “I think we’ve lost the mindset of thinking that it’s possible to be creative and make money for the company because the golden age of designers is over,” he states. This observation reflects a sobering reality about the current market, where fashion designers can often feel like disposable commodities. He likens the industry to a game of musical chairs, where every month sees new faces stepping in and out.
His journey into fashion began with a foundation in drama and an early passion for filmmaking. As he navigated the creative constraints of cinema, Lyas discovered an exhilarating freedom within fashion. “I didn’t find the sense of belonging in that cinema crowd, so I started going out with fashion people,” he explains. This shift allowed him to create vibrant personas and engage with an industry that welcomes creativity and dissent.
Lyas effectively harnesses the power of social media platforms like TikTok and Instagram to connect with audiences. His fashion roulette videos and insightful runway analyses have attracted hundreds of thousands of followers, illustrating the reach and influence of digital storytelling in today’s fashion discourse. This approach showcases not only his personality but also his critical perspective on the industry.
A key insight from Lyas’s philosophy is his belief in the emotional resonance of storytelling in fashion. He argues that for brands to remain relevant, they must engage consumers on a deeper emotional level, going beyond mere aesthetics to touch upon personal narratives and societal themes. In an age where trends become stale rapidly, crafting genuine stories can differentiate brands and build lasting connections with consumers.
Yet, this authenticity is increasingly challenged by corporate pressures. As brands gravitate towards profitability, Lyas laments the diminishing space for true creativity. “We’ve seen it—any designer can become disposable,” he asserts. With many creative talents subject to the unpredictable winds of corporate strategy, maintaining a balance between artistic integrity and commercial viability is more crucial than ever.
Interestingly, Lyas’s unabashed critiques have sometimes led to temporary backlash from within the industry. However, he views these challenges as essential to his voice. By expressing unpopular opinions on TikTok—such as his candid thoughts on the debut of designer Sabato de Sarno—he created discourse where silence previously reigned. “I took the bullet,” he reflects, underscoring the courage it takes to speak openly in a world where many prefer to conform.
In terms of guidance for emerging creatives in the fashion realm, Lyas advocates for fearlessness. “Have no fear,” he advises. Acknowledging that fear can stifle confidence, he encourages individuals to push through it and pursue their creative dreams wholeheartedly.
The fashion industry’s storytelling potential continues to evolve, particularly with platforms like TikTok enabling brands to reach unprecedented audiences. Engagement on these platforms is no longer just a marketing tactic but a necessity in understanding and communicating with today’s consumers. Lyas emphasizes the importance of commercializing this shift—fashion brands today must find ways to weave their narratives authentically while remaining responsive to market dynamics.
In conclusion, Lyas emerges as a vital figure in the ongoing conversation about fashion storytelling. By blending his theatrical roots with a keen understanding of social media dynamics, he challenges the status quo and encourages a creative revolution in the fashion industry. As established brands and newcomers alike navigate this landscape, the power of storytelling remains an invaluable asset that can bridge the gap between brand loyalty and consumer engagement.
