Many, many times I find that whatever is looking good on the screen doesn't always look or feel good on the body. So who do we design for - do we design for the screen, or do we design for women?

In this quote, Alber Elbaz, a renowned fashion designer, reflects on the tension between designing for visual appeal on the screen versus creating clothing that is comfortable and flattering for women. He acknowledges that fashion that looks stunning on a runway or in a photo may not always translate well when worn by a real person. The design might appear beautiful from an aesthetic standpoint, but fail to deliver in terms of fit, comfort, or functionality.

Elbaz’s question, "Who do we design for?" points to a central dilemma in the fashion industry: whether to prioritize the artistic and visual aspects of a garment, which often look best on the screen, or to focus on wearability and how the clothes actually feel and fit on the body. This tension between form and function is at the heart of many design challenges, as designers must strike a balance between creating visually captivating pieces and ensuring that they meet the practical needs of those who wear them.

By asking whether designers should create for the screen or for women, Elbaz emphasizes the importance of keeping the end user—the woman—at the center of the design process. While fashion shows and media often present clothing in an idealized way, Elbaz advocates for designing with a deeper understanding of real life, where comfort, fit, and function are just as important as visual beauty.

Ultimately, Elbaz’s quote speaks to the ongoing challenge in fashion design of reconciling creativity with practicality. It urges designers to create pieces that don’t just look good in photographs but also enhance the experience of wearing them, celebrating the individuality and needs of the women who wear the clothes.