One of my favorite projects is the seasonal fashion seminar I created and host during São Paulo fashion week for New York’s hottest trend forecasting company, Stylesight, where I work as marketing director and contributing writer. We gather more than 300 designers in a movie theater to experience the season ahead with amazing presentations, videos, and panels.
For the Spring/Summer 2015 edition, which will take place on November 1, we will have a super-special guest: Isham Sardouk, the chief creative officer of Stylesight. A true legend in trend forecasting, Isham is a Frenchman living in London and New York. He is the go-to guy for the future of fashion, and I am so lucky to get to work with him.
Isham oversees a team of 200-plus. And the design teams of Prada and Dolce & Gabbana, among 3,000 other companies worldwide, access his predictions. For the fashion aficionados out there like me, I did a short Q&A with Isham to find out all his secrets about the future.
How do you predict the future of fashion?
We have exceptional teams of experts that are based in London and New York, and they have been working with me for quite some time. Together we constantly decipher what we see and analyze what surrounds us. We are always hunting for what’s cool, and that could be anything—a color, a song, a pair of sneakers, or a piece of art. We are in the business of creativity; we believe in creativity as an imperative business solution, and we aim to make everything we design more compelling to aid brands in building momentum. It’s impossible to create if there is no inspiration, and that’s what we really do every day, we provide inspiration and we enable creativity to help brands be at the forefront of innovation.
What are the most interesting new concepts that are getting your attention?
I am fascinated by the theory of chaos, because I am the exact opposite. I am very organized and I like order. Chaos is the matrix of life and it’s everywhere. It’s on the streets, on the Web, at the airports, and even in our creative minds and assets. We seem to have embraced chaos in general, and I believe that great creative outcomes can arise from spontaneous and uncontrolled ways of thinking. When things collide, where there is tension between the elements, things look much more interesting because they are not linear. I guess I am interested in finding order in chaos and how to balance things while preserving an element of surprise.
You are a Parisian living in London and New York. What elements would you pick from each of these cities?
From New York I would pick the energy. Manhattan is an incredible hub of vibrant energy; the city is essentially a large grid made of steel and concrete, and the streets resonate and reverberate with magnetic vibrations that feed off one another. I don’t think the energy of New York can be found anywhere else in the world.
From London I would pick the cultural scene and the creativity. I think London is the capital of the world; the city hosts an incredible amount of unconventional thinkers, artists, and design rebels. There is art everywhere. I stumble all the time on amazing street art around the Shoreditch area, and I love the art galleries on the west side as well.
Photo: Courtesy of Isham Sardouk