THEME: VALUE AND SUSTAINABILITY
This Co-design Fashion brand engaging the innovative youth Market, is not just about democratising fashion, but slowing it down. The fast fashion model which has evolved to dominate the industry relies on a relationship between consumer and product, which is confined to each season’s trend cycle. The fact that something is considered no longer fashionable as the fashion calendar bi-anually shifts between SS and AW, drives consumers to fall out of love with their existing items and covet ‘trend’s which have been upheld as the latest interpretation of ‘fashion’ (burns, 2010). This valueless dynamic has resulted in an unsustainable consumer culture, with a host of negative and potentially devastating impacts on society and the environment both globally and locally.
Through engaging consumers in the creation process and allowing them to align their fashion with their specific wants and needs as an individual, my FMP brand concept aims to redefine the relationship between the consumer and their clothes through the medium of value, satisfaction and significance. Hypothetically, the resulting garments powerful function as an artefact of ones’ personal identity narrative will ensure its longevity, value and meaning. beyond fashion’s seasonal trend cycles (Fletcher and Grose, 2008).
I made use of a variety of secondary research resources to exploring the theme of FASHION, VALUE and SUSTAINABILITY, as documented on my RESEARCH BLOG, in my RESEARCH FILES and on my READING LIST. However two texts which proved particularly seminal to the development of my proposed FMP co-design brand concept in relation to this theme were Fletcher, K. and Grose, L. ‘Fashion and Sustainability: Design for Change’, London: Laurence King, and Guy A. et. al (2001), Through the Wardrobe: Women’s relationship with their clothes’ London: Berg.
Both ‘Through the Wardrobe…’ and Fashion and Sustainability…, were incredibly useful in validating my initial inductive thinking in relation to the themes of fashion, value, customisation and sustainability, that creating product and meaningfulness to the product owner, is vital to sustainable design (Fletcher and Grose, 2008). Their particular focus on qualitative research carried out on people-product relationships with clothing, and the rich case studies they produced, highlighted in a multiplicity of ways how ‘a closer emotional person-product attachment directly supports the longer-lifespan of a product’ (2008:31).
This initial inductive secondary research during the CONCEPT DEVELOPMENT phase of my 7003 research, prompted to conduct my own exploratory primary research into individual’s relationships with their clothing, to develop my understanding of what makes something particularly special.