RUNWAY: Cerruti 1881 FW18

How do heritage labels like Cerruti reinvent itself in the modern age where suits and tailored clothing are far less important, in terms of sales and industry influence? There's not clear cut answer and it seems like many are figuring it out as they go along and it's likely that's what Cerruti is doing. Some things worked, others did not. Garments like the aviator inspired coats and military tailoring styling? Worked. The abstract geometric patterns? Not so much. No matter how much experience a designer has, when fashion is changing at exponential rates, the strategy of throwing everything and the kitchen sink at the wall and seeing what sticks is not a long term solution; this approach dilutes the brand identity and makes it no different (other than price point) to shopping mall stores that change their looks with every shift of the wind.