The future of design: will not be big-ego individualism
August 18, 2015
Over time, social and collaborative innovation and participation will change the way we approach design, shifting the focus away from big-ego individualism.
In June, Donatella Versace appeared in Givenchy's autumn/winter 2015 ad campaign. It was a shock to see the designer of one house wearing and endorsing the clothes of another. "I believe in breaking the rules," said Versace. "I want to get rid of the old system, work together and make fashion a true global community."
It struck me as a watershed moment in branding, fashion and design; it represented a shift away from the cult of the designer, and the heroism of product design, toward something more socially and collaboratively innovative.