Fashion Forward: Designing a Purpose-Driven Future

by Carlotta Cardinale

from an interview with Toby Meadows

June 23, 2025

Over the past two decades, the fashion industry has undergone radical transformations that

have profoundly impacted the way we perceive it and incorporate it into our daily lives. In a

conversation with Toby Meadows, fashion consultant and educator at Central Saint Martins

and London College of Fashion, we have explored the evolution of fashion and its rapidly

shifting landscape, from identity to sustainability.

Evolving Landscape

Forget fashion as you knew it.

It’s no longer just about sketchbooks and striking silhouettes; today’s fashion is evolving

faster than ever, and it is driven by a new business model: one built on purpose.

Nowadays, fashion schools count endless cultures and brains coming from all around the

world, gathered to do what they do best: become the next generation of creative

entrepreneurs. In fact, Professor Meadows speaks clearly on this shift: new generations are

entering the fashion industry with a broader knowledge and attention to the world around

them. They are not just designers of the future anymore; they are trend-shapers, digital

revolution masters, and disruptive entrepreneurs. Above all, new generations have gained awareness and have made themselves promoters of affirming social movements such as inclusivity, cultural appropriation, and sustainability. “20 years ago, we were less worried about borrowing ideas; we were encouraging it,”

Professor Meadows recalls. “You could research Moroccan culture, for example, study it

and bring it to life in an innovative way.” But today, the standards have changed; the lines are finer and the expectations higher.

Fashion demands integrity, authenticity, and meaningful connections; beauty and image are

no longer enough. The industry is driven by a purpose-led business model.

The Business of Consulting: Startup Vs Established Giants

In a time like ours, where the market is flooded with new, fast-growing ventures every day,

even the nature of consulting has seen a change

Professor Meadows brings us along in both realities: established fashion houses, which

have held power for decades, and the disruptive startups, breaking into the industry with

bold new models. Toby Meadows began his career working with some of the biggest fashion brands: Burberry,

Gucci, Dior, and so many other colossi. “When working alongside big fashion houses, you

couldn’t possibly pretend to know their business better than they do,” he explains. “So you

are looking to present them with some kind of niche idea or area to work on where you feel

like you can add a concrete competitive advantage. ”It’s a type of consulting that focuses on solving specific problems or finding precise solutions. You cannot challenge the foundations of legacies that have shaped the fashion landscape for decades.

When it comes to the new reality of startups, however, the approach is entirely different; you

are indeed looking at a 360-degree brand strategy.

“When working with emerging realities, you have to be looking at all the possible approaches

to take,” shares Meadows.“I think part of my strategy is I always see another possible way,

so I am constantly providing people with a couple of solutions, trying to empower the client

to make decisions. That’s why I feel like working with an emerging brand gives you the

chance to offer greater help.”

Professor Meadows brings us into the dynamic world of startups, where flexibility,

experimentation, and transformation are essential. A world where, unlike for legacy brands,

the bigger picture reigns.

Where Fashion Startups Fail: Strategy, Scale and the Customer

If launching a startup is now so widespread, how come just a couple of brands manage to

leave an impression that lasts?

According to Professor Meadows, the answer lies in preparation, or the lack of it: “Brands

should have a 360-holistic understanding of the industry they’re in, rather than just the

sector,” he explains.

“When you are a designer and you decide to open your brand, and

suddenly you are being tasked with taking care of the whole supply chain, you might not be

able to fully master it with no experience or limited practical knowledge.”

Step one, he explains, is making sure clients understand the full scope of the industry they’re

entering. Step two is developing a strong strategy. Most of the time, there is

none, but a winning product is not enough. Meadows explains. He says there isn’t one. A great product alone isn’t enough to carry a brand forward.

“You set who you are, what you want, and then how you’re going to get there;

then you build your simple, linear strategy.”

But the biggest issue remains understanding the customer. That’s where the evolving purpose-driven model really comes into play. “If you manage to match the need with your artistic ability, that’s when you are successful,” Meadows concludes.

Green Is the New Market Advantage

When talking about fashion, another concept immediately comes along: sustainability, which

no longer is just a niche concern but a defining feature in the world of fashion.“About 90% of the brands I work with now integrate sustainability measures or ethical

practices,” Meadows says. “That’s because this generation of designers sees sustainability as essential, not optional.” Brands are nowadays more than ever driven by commercial logic, indeed,

“Ten years ago, you were trying to convince people that sustainability mattered. Now, the market is doing that

job. Brands see it as a competitive advantage.”

Professor Toby Meadows, as a trustee of an environmental charity, recalls how systematic

change needs to happen through strategic incentives and soft power. He explains: “We’ve

worked with factories in Bangladesh, helping them realise that if they improve ethical

standards, they could attract bigger clients from the U.S. and Europe.”

However, he proceeds by reminding us that sustainability’s biggest enemy remains

affordability. “Fast fashion democratised style by making it accessible. We now need a similar

democratisation for sustainability. It's not enough to say people should buy ethically. We

must make sure they actually can.”

As long as a sustainable t-shirt will cost three times as much as its non-sustainable

equivalent, the audience will be limited in its choice.

“The real breakthrough comes when ethical choices are built into the mainstream offer, same product, similar price, better values,” he mentions.

This is exactly what we see happening with lots of emerging brands. They don’t just match

existing brands on quality, but they are also being meticulous about being sustainable: from

production to packaging to delivery models.

He points to brands such as Everlane, which has been gaining visibility thanks to its radical

transparency, which has proved to be a winning approach in a context where “The story

behind the product is becoming just as important as the product itself.”

The Future Is Now: Toby Meadows on Empowering the Next Generation of Fashion Entrepreneurs

To young designers looking to launch their own brand, Toby Meadows speaks clearly: “Do it

now.” “The tools are there, and the gatekeepers who once controlled the industry: department

stores and fashion editors, no longer hold all the power. Thanks to e-commerce and social

media, designers can sell directly to consumers and market their brands independently.”

However, while accessibility keeps increasing, so does competition.

“It’s never been easier to start a fashion label, but it’s also never been harder to stand out.”

The solution? A strong brand identity, a clear strategy, and an understanding of consumer

needs.Reflecting on the rapid changes in fashion, Meadows remains optimistic.

“I’ve been warning for years that the West is getting complacent, while exciting innovations are happening in

Shanghai, and other emerging markets.”

Fashion is an industry in constant flux. Today’s giants may not dominate forever, and

sustainability, digital transformation, and inclusivity will continue reshaping the market. The

next generation of fashion entrepreneurs has unprecedented opportunities, but only if they’re

willing to innovate, adapt, and take bold risks. For those considering a career in fashion, whether in design, branding, or entrepreneurship, the future is wide open. The industry belongs to those who dare to challenge the status quo and redefine what fashion can be