New Generation of Designers. The End of Big Brand Dominance?

Hierarchies are collapsing, taboos are disappearing, and a logo no longer guarantees loyalty. Young designers no longer play by the old rules: they rely on meaning rather than scale, work directly with communities, consciously use technology, and abandon corporate hierarchies in favor of flexibility and freedom. Against the background of this "tectonic shift," the question is getting louder: is the end of the era of "big" brands really coming, or is it just a new chapter where the rules will be written by those who used to stand behind the scenes?

During the session, the speakers will discuss how the new generation of creators is changing the very structure of the industry, from production methods and presentation of collections to interaction with the audience and building business models. Is it possible to reformat power in the fashion industry? And what should a major brand do to stay in the game?

• Can small brands compete with giants without million-dollar budgets?
• Why have street fashion and collaborations become more powerful than traditional fashion houses?
• Why are younger generations increasingly choosing niche brands instead of luxury giants?
• Will big brands be able to adapt to the era of "democratic fashion"?
• Why has authenticity become more valuable than logos?