Adapting to a changing market, fashion brands break away from their heritage

Camel Active, known for providing outdoor clothing and gear, expanded its offerings after the Covid-19 pandemic hit. The new collection is urban-oriented, fun, energetic and street inspired. Photo: Camel Active

Fashion brands don’t usually stray far from their roots. After having built a legacy based on a specific aesthetic, it would only be counter productive to pivot and change creative direction.

For example, a popular luxury womenswear label will not suddenly release a collection for men – or attempt at capturing the fast fashion market.