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But it seems to be, that many modern designers are in no rush to show their collections at fashion weeks and sign contracts with Saks. They are quite happy with the sales on Instagram, which are otherwise called DTC (direct to consumer). This begs the question: where is the real fashion in it? If anyone can now launch an athleisure line, sell it on social media and claim to be a designer. This is where the battle for the most interesting concept arises. The idea behind the sale of basic things is important: take, for example, a tracksuit from recycled bottles and scribble on it about its uniqueness with a thin black handwriting. So it will immediately acquire a new value: this is not just a suit, but a suit that helps the environment. And bloggers would love to show how to wear it. There are many examples, and does this mean that they destroy the authenticity of fashion, or, on the contrary, save it? This is the opinion of Oxana De Castro, the founder of the FOXYLAB NEW YORK, a creative laboratory in New York City, whose concept is based on a merge of art and street fashion. To create each capsule collection, the artists, selected by Oxana, create a design for the basic items — all that we wear in the work from home era: hoodies, T-shirts, pullovers. In terms of special production, the artists paint directly on clothes, like on canvas, thus “transforming to life” their creations. FOXYLAB NY doesn’t have shows, seasons and sales in department stores, but also no gender division — complete freedom. Having fully understood the needs of the modern consumer, Oxana puts everything she needs into her brand: an art concept, intriguing collaborations with renowned artists, high quality and comfort. And here’s when the words of everyone’s favorite film character from “The Devil Wears Prada” Nigel (Stanley Tucci) come to mind: “And their works, their creations are more than art. Because you live in them…”. The movie was about Holsten and De La Renta, but nowadays the skill of the designer is judged by his ability to create based on the needs of the customer.