Apparently, popularity can be predicted and companies are buying it. Increasingly, fashion brands are relying on trend forecasting agencies in order to create the “next big thing.” However, fashion buyer Mahir Can Işik says these predictions are putting creativity at the risk of irrelevance. (Currently, more than 12,000 brands get their predictions from the same agency.) Işik calls for a renaissance of self-expression and individuality in order to break free from the sterile suggestions of forecasters.
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