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Rebel with a cause

MEET MAHIR CAN ISIK
Retail Buyer, Tommy Hilfiger
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Is the demise of the designer near? If the fashion industry’s obsession with trend forecasting continues, designers and genuine creativity could become irrelevant. So what do we do about it?

As the retail buyer for Tommy Hilfiger, Mahir is an expert in deciding the best merchandise assortment for the brand. Decision-making in fashion has always been informed by past performances and future predictions. But increasingly, brands rely on trend forecasting, to the point that it has replaced the natural cycle of fashion trends. Trend forecasting is now considered an essential tool for both buyers and designers. But, Mahir says that, far from a tool, trend forecasting has become a crutch and worse, a fraud.

Mahir was born in Turkey, attended a French school, and graduated from an American college. He wakes up unnecessarily early, doesn’t watch television and has an impressive collection of sneakers.

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