People don’t really listen. Everyone talks, everyone shouts, everyone feels the need to have their say without listening to others. We often think about the answer before we’ve even finished the question. We don’t really listen anymore; we just take in everything, even things that don’t really interest us. We are constantly bombarded with images, videos, and sounds that are not useful. This overload confuses us and distracts us from what truly matters. We need to stop and listen to the people around us.
For a long time, traditional designs were ignored in favour of creating protective clothing meant to fit anyone. Today, it is important to think about different body shapes and how they look. Simon Cracker’s designs have always been about diversity, but this time the story begins with classic menswear. This style is questioned, transformed, and deconstructed until it reaches a point where it aligns with the brand’s identity – an identity that has never imposed rules, but has always ignored them. This approach has created an open, free, and deliberately irresponsible language, accessible to anyone willing to listen.
The central theme of the show is listening and being listened to, as Simone Botte explains. After years of growth and development, the fashion industry appears to be undergoing major changes. It has become fast-paced and fragmented, with garments bought within a matter of months. Everything happens quickly, often without time to discuss, reflect, or pause. Counting to one hundred becomes a symbolic act: slowing down, observing, listening, and making decisions more consciously.
People are beginning to value slowness again, as well as looking to the past and wearing vintage garments that never go out of fashion. The duration of a catwalk show does not determine its long-term value. This awareness pushes us to imagine a new way of creating fashion – calmer, more attentive, and more human.
Viewers should listen to what designers communicate through their clothes, because fashion is not only about appearance but about meaning. Every detail, from a hanging thread to ears printed on garments, carries significance. Nothing is random. Ignoring the story behind a fashion show means missing its point entirely.
Designers invest a great deal of time in their work. It is not something that can be created quickly. It requires months of research, sleepless nights, experimentation, failure, and insights that demand commitment and patience. This is real, tangible work that needs attention – in reality, in the body, and in the space where it takes place – and it must continue even after the show ends.
Being attached to a brand does not mean seeking immediate amazement or only engaging when something is shocking. It means building a deeper, more human relationship based on listening, continuity, and understanding. There is no such thing as a target audience – there are people. People who live, move, choose, and feel. This language is for them.
Count to one hundred.
Listen.
And move forward, together, beyond the show.
Source: Simon Cracker
Photography: Franceska Di Giuseppe
