Y + O Insight

Every fashion week, the same pattern repeats. A brand — emerging, ambitious, well-funded — produces a show. The presentation is flawless. The casting is impeccable. Press arrives: Vogue, BoF, FT. The parties are glamorous. For one hour, the brand feels like it has arrived. Then comes the reality. Three weeks later, the orders don't match expectations. The buyer meetings that followed the show yielded nothing. The community that was supposed to materialise never did. The brand