1. Explanation of the topic: Creativity
Creativity is the process of establishing new component and phenomenal from an idea into being. It involves the active commitment of spirit and translating the inspiration into timely unique and marketable projects. Unlike other sectors, creativity in a fashion not only incorporate innovation but the adherence to the chronological socio-cultural and economic virtues (Pedersen et al. 2018). For instance, the philosophical theory of creativity ascertains that it does not solely involve the aesthetics for it encompass various fields ranging from organizational life to craft epistemology. Creativity encourages open-mindedness enabling individuals to be more goal-oriented while maintaining flexibility to appreciate conventional experiences. Additionally, it promotes dominance of self as it propels self-confidence and transparency to protect the calmness while provoking the disunity of consciousness. As Zagzebski argues that creativity involves the precise distinction between moral, ethical and intellectual phenomena (Berys, 2010). It characterizes the ability to perceive or conceive and imaginative idea and acting on the concept to develop a viable and inspiring object through critical analysis of the diverse hidden patterns to make accurate connections among unrelated features hence generating a constructive solution. Creativity is understood as the ability to bring into existence or model something new, whether a new answer to a problem, a new procedure or device, or a new artistic object or phenomena. Therefore, in general, creativity encompasses the generation of novel and vital concepts.
Moreover, as the fashion world keeps changing, the new dynamics require the acquisition of new ideas through constant imaginations achieves through conventional experiences and interaction with the external world. Despite the notion of style, creative thinking and critical analysis of different socio-cultural themes and elements establish a platform for adequate information to health boost and facilitate creativity (James, 1962). Therefore, irrespective of the irrelevance in the contemporary society or contradiction of the past, artists and fashion designers must identify minute components and construct a huge depiction from such. For instance, when Ralph Lauren launched the latest collection of the "Argentina," it puzzled many people as the components of the fashion such as the top boleros and toreros hats did not reflect on the past, present or future of Argentina's culture. However, Lauren constructed a provocative idea from the Rudolph Valentino's outfit, a pop icon and a Latin lover who participated in numerous tango dances in Hollywood (Townley et al. 2009). Due to the flexible nature of creativity, Ralph was able to capitalize on thin contradictory that inspired many British tourists to love her appreciation and taste. Therefore, through evoking feelings and expression, artists have become more involving and captivating in their unique designs and models.
2. Evaluation of research
Creativity has significantly influenced the field of research. It has been considered as a substantial contribution to the effective and efficient leadership trait in the fashion world that facilitate rational and proficient decision making and problem-solving (Busco, & Quattrone, 2015). Through its emphasis on divergent thinking style, it incorporates a complex combination of diverse essential attributes ranging from encouraging and challenging environment, intelligence, motivation, knowledge, and appropriate personality that frequently drive the fashion industry enabling designers to develop appealing and inspiring prototypes. According to scholars like Plato and Aristotle, fashion involves creative and individual collection characterized by high value, low volume sales regarded as a refreshing and inspiring trend (Delbufalo, 2015). It encompasses the ability of the designer to exhaustively agree and formulate the best viable action, of course, establish appropriate and relevant instruction and promote team awareness. The constant need for trending style in the market has continuously provided a significant platform for developing a creative, essential and stylistic prototype that is both captivating and inspiring. Therefore, the impact of creativity in fashion industry commanding style has resulted in many organization acquiring several patent laws to protect their brands and logos.
Additionally, creativity has promoted innovation of diverse projects that appreciate all socio-cultural and economic spheres. It has contributed to the economic growth of many garment factories as the designers' utilize major materials to establish their prototypes (Granados et al. 2017). The sophisticated components involved in establishing a high-end design often affected by the constantly changing and dynamic environment, tactic knowledge and numerous uncertainties, which frequently require a pattern of intellectual concentration promote the utilization of creativity and innovation to aid in industrial success (Pouillard, 2016). The fashion industry commands outstanding performance and production of attractive models, which can only be achieved by virtuous imagination and creative depiction of the concepts observed within the surrounding environment. In addition, philosophers like Michael Beaney argue that creativity is vital in the fashion field and any other field that requires connection of diverse elements through the use of imagination. For instance, he affirms that generating appealing and highly plausible models require creative imagination towards prevailing problems and finding the relevant situation (d'Avolio et al. 2015). Through artistic originality, producing a connection between disparate domains and sometimes disconnecting things, and inaugurating distinction as a form of creativity enables fashion to appeal to all domains of life from cognitive, affective and psychomotor domains making individuals from different socio-economic class to appreciate the advance trends within the fashion industry.
Nevertheless, it is self-evident and axiomatic that creativity and imagination must be strictly controlled and regulated to eradicate opportunity and chances of theft. It is a significant point that creators such as the specific artists and sculptors to have effective, reliable ways to be credited and paid for their work (Arvidsson, & Niessen, 2015). Through copyright legislation, the fashion industry offers one important vehicle for a deeper faith in the power of creativity. With the constant trend of reviving, imitating and recombining old styles within contemporary society and markets, many artists are frequently subjected to legal action against "creative theft" (Pedersen et al. 2018). The desire to stay ahead of the competitive ve market while commanding marketing prowess. Despite promoting cooperative and communal creativity, which is considered too robust, broad and evolving for different players to cover wide geographical regions, it encourages legal entitlement. For instance, long lineages of couturiers from Gucci to Tom Ford, Chanel to Lagerfield, and Balenciaga to Ungaro have illustrated that designers must learn, adopt, and adapt from those who have blazed previous trails (Scuotto et al. 2017). The deconstruction of artistic work, references, themes outright appropriation, and design nuances frequently attract legal action. Therefore, irrespective of the importance of creativity in the progress of the fashion industry, individual artists must maintain and display originality in their imagination.
3. Case study
Monnalisa is a medium-sized fashion organization situated at Arezzo in Tuscany Italy. It was founded in 1968 as a design organization dealing in garments and accessories for children and teenagers. Since its establishment, the management has strictly observed the importance of creativity and has frequently hunted for high-level talent, differentiation, product quality and creativity, which had propelled its growth and development. For instance, despite the economic turbulence from the year 2000 to 2010, the company has experienced considerable growth accumulating more than 36 million euros in 2010, a triple from the 2009 annual revenue (Ruppert-Stroescu et al. 2015). In the search for broader market, the company has instigated in employing creative workers to enhance its products in the market. For instance, despite having approximately 90% of its customers in Europe and 54% from Italy, in 2012, the company only employed 64 employees considered to possess the constructive qualities for the progression and production of the organization and entire fashion industry (Goworek, & Oxborrow, 2018). Moreover, as it objectifies in the sale of high-end fashions, it maintains the integrity and loyalty of the consumers. For instance, it manufactures Monnalisa Bebe, Monnalisa girl, chic Monnalisa and hitchhiker. The company strives to create value over time with improved quality through creativity, inventions, and innovation in fashion to propel high-identity fashion products.
Further, Monnalisa not only focuses on fashion but also diversifies in other socio-economic sectors to enabling it to tap and exploit the creative talent of many individuals. The emphasis places on self-motivation and inspiration that help employees to easily cooperate and coordinate in striving to achieve the organizational goals and objectives helps the company to elevate to stability and success despite the frequent dynamics of the fashion industry. For instance, in 2009, the company established that inappropriate and dull designs often results in major troubles and setbacks making the company lag behind. Hence, designers must creatively search for trends within the derivatives of the market (Rinaldi, & Testa, 2017). Monnalisa advocates for the provision of challenging, inspiring, a flexible and reliable environment that allows creative designers to think outside the socio-cultural constrictions and formulate appealing and evoking designs but still adhering and promoting the company's core values and virtues. Despite enacting laws to guide artists, going overboard to encourage excel in innovation, practicality, and creativity within the competitive market has enabled the organization to expand both commercially and productively to spread a culture of social responsibility within the new markets.
4. Independent research
An exclusive interview with the Monnalisa creative editor Barbara Bertocci provided insightful knowledge and information concerning the role creativity play in the fashion and style. On the decision to major on children's fashion, Bertocci capitalized on the lack of creativity in the children's fashion in the early seventies. She affirmed that the children wear was flat and monotonous and needed imaginative and inspiring collections to eliminate the unattractive gesture (Marchi, & Nardin, 2014). She believed that incorporating creative romantic themes in her children's collection has facilitated the success of the company. On the children's wear label, she ascribes her label to romance and emotions, allowing children to wear bright colors to be more recognizable. Through advocating for simplicity, the collection allows the designers to think overboard and model elusive clothes. For instance, developing bright childlike colors ranging from pink, rose, and ivory to aquamarine made of full-bodied silk and taffeta. The collection creatively depicts children as dream princes and princesses. Conclusively, being amused with constant interaction and contemporary experiences, Bertocci strive to utilize imagination to connect the dreamland tales to the conventional domains.
Arvidsson, A. and Niessen, B., 2015. Creative mass....
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