Fashion has never been one to wait. To pause. Fashion lunges, it reacts, and it interrupts itself. Fashion is built on anticipation, what will be presented seasons ahead or forecasting trends two years in advance. Paradoxically, impulsivity gives fashion a pulse. The idea is to act now, make decisions on back-of-the-napkin ideas before certainty settles. This is what prevents fashion from collapsing into a state of repetition.
Amanda Harlech sketch for Galliano’s Spring/Summer 1990 collection
Impulsivity is the tendency to act upon sudden urges, emotions or desires. Usually, without forethought or any consideration of possible consequences. Despite it being framed as a flaw, a premature lapse in judgment, a bypassing of logic in favour of instinct. Fashion is the prime example where impulsivity flourishes, where it's praised rather than shut down. When designers or pieces are acclaimed, it is considered risk-taking. These are the areas where fashion can be more than just strategic and can go against the grain. It’s a way for creators to do what is least expected of them.
A feeling of impulsivity is not only accepted, but it’s also become an elevated form of artistry. A collection is now a proposition or a gamble rather than a product, as designers present ideas, not knowing whether they will resonate or collapse.
Few designers illustrate this tension more vividly than John Galliano. The brilliant and longstanding creative director who has broken down every boundary set in style. He has often been listed as erratic, peculiar and going against all odds. Beginning his career in Givenchy, Dior, Maison Margiela and now Zara. He is emotive, impulsive, and intense. He is a household name. His collections throughout various houses have consistently resisted restraint. They often feel as if they materialise in a moment of feverish clarity.
We see historical references blending with theatrical excess, silhouettes cut off the bias as if they were directed by emotion rather than strict logic. Galliano demonstrates that impulsivity is not chaos. He trusts the immediacy of an idea, acting on it before it calcifies; this sets his work apart from others. In doing so, he remains culturally relevant, constantly returning and rebuilding with volatility.
