Tuesday, 2 April 2013

'Twisted Tradition'- Slow Fashion Design

The design project I am currently working on is inspired by the concept of Slow Fashion and the issues surrounding sustainability in the fashion industry. Slow Fashion is a movement which counters the fast fashion model promoted by most of the fashion industry, it encourages consumers to buy less and to really appreciate the clothes they own, thinking carefully about the origin and quality of products before purchasing them.

Researching this project I was shocked by how much the fashion industry takes natural resources for granted. We all think we know what the worst culprits; natural fibres are often held up as environmentally friendly alternatives to man-made fibres such as polyester. Therefore, finding out that cotton, usually seen as the better option is just as bad for the environment as fabrics essentially made from crude oil is pretty shocking.

However, there are quite a few examples of retailers which are making efforts to lessen their environmental impact. H&M, often held up as examples of how unsustainable fast fashion is, launched their 'Conscious Collection' a couple of seasons ago and have started introducing recycling points into their shops.   Marks and Spencer have also been leading the way with their 'shwopping' initiative and 'Plan A' which aims to dramatically reduce the companies impact by 2015.

Slow fashion Customer Board

From my research I decided to create a capsule collection of sustainable menswear using high quality, low impact fabrics such as wool and Lyocell to make designs which would out live the fast fashion cycle of one season. I decided to design for my own brand 'Real' which centres around the concept of  educating consumers about how to care for and repair their purchases enabling them to extend the life of their products.

The mood of the collection centres around the idea of creating innovative designs by using traditional techniques, fabrics and styles in new ways. I will look at traditional tailoring techniques and historical features, such as detachable collars, but reinterpret them to create a range of essential pieces with a modern twist.

I'd really appreciate any feedback you have on my ideas so far so please leave a comment below.

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