Emma Zajdela

Then you have kind of a social aspect where you want to be different from others around you, but again, not too different.

If you're a little bit different, then maybe you're cool.

If you're too different, then you just go into the weird zone.

Yeah, you're like an outcast, pariah, iconoclast.

And it's true for technology too.

I'm thinking like touchscreen phones.

Like Apple did not invent the touchscreen phone.

There was other products like that on the market, but they just like, I don't know, launched it with such gusto and made it so usable that people think they invented that.

But the truth is it wasn't that different from products that were available at the time.

Totally, totally.

I think it's also exactly about the time at which an innovation comes in.

And we have found this in technology and in science that this idea of optimal distinctiveness is true as well.

So the technologies that are successful are sort of different, but not too different from others.

So fashion does really run on these mathematical cycles to the designers that think they are like once in a generation unique thinkers.

I mean, they can be creative, but they probably aren't like, they probably aren't, I guess.

Well, I will say that our research is focused on these three axes of neckline, waistline, and hemline.

And of course, there's so many different dimensions to fashion that you can mix and match.

So there's the shape of the garments, the colors, the patterns.

I don't know if you've seen that leopard print has been back a lot recently.

I know, I know.