An interview with Mireia González, co-director of the Master’s in Fashion Brand Management and Creation

We spoke with Mireia González, co-director of the Master’s in Fashion Brand Management and Creation, to gain a deeper insight into her professional career and what we can expect from the training programme she co-directs at ESDESIGN.

We are delighted to be here with you, Mireia. First of all, we would like you to tell us briefly who you are.

Well, I am a designer and a fashion specialist: I research current affairs in the sector from the perspective of trends, new products and, in general, everything that represents innovation. In recent years, my research has focused on ecology, feminism, and digitalisation.

What is the current state of the fashion sector? Is it a good time to pursue a professional career in this field?

People in fashion have always been more vocational than rational, so we actually adapt to every moment with creativity and enthusiasm. A bad time for one idea can be good for another, and crises are full of opportunities.

What trends will shape the future of fashion in the coming years?

Inclusion, humanism, and ecology are trends that are here to stay. In fact, they are gradually becoming a reality in the day-to-day operations of major industries. We will also see a consolidation of collaboration between individuals and brands. Democratic haute couture will become a realistic option. On the other hand, the garment rental market will become commonplace, and we will see new ways of consuming fashion by hybridising the real with the virtual. In other words, not everything we buy will be physical; there will also be digital garments and other virtual experiences.

For some years now, brands have established sustainability and the fight against climate change as a key element of their communication. To what extent is this strategy being overused, turning messages into mere greenwashing?

I always say that I prefer greenwashing to "zero" involvement from brands in implementing eco-friendly measures. Greenwashing or other "face-washing" strategies—such as including non-white or less slender models—may seem insincere, but in the end, they help us position these messages in the consumer's mind, and after that, there is no turning back; so they are welcome if they help us improve the sector. This does not mean we shouldn't be critical of companies and always review their production processes. Something as simple as checking labels or knowing which sustainability seals they hold will give us plenty of information on whether to buy from them or not. Ultimately, it is the consumer who makes the final decision.

Inclusion, humanism, and ecology are trends that are here to stay