Maks Fus Mickiewicz, senior journalist at trend analyst the Future Laboratory, believes this shift to consumer power is only going to get more pronounced. “Fashion brands are realising that to stay ahead of the game they need to move away from imposing their aesthetic on others,” he says. “That’s not how the world works anymore. There’s a new dialogue with consumers.” Mickiewicz says it’s the tech industry that should be studied for next steps. “Technology companies develop software but there’s an openness to it being updated and changed,” he says. “It’s about fashion companies letting go of the idea of the creative genius at the top.” The most fun you’ll ever make? That’s a slogan that could go beyond teddy bears.