Friday, September 16, 2011
Reposting a translated article by Svetlana Paderia from Gazeta.ru
Once Russians suffered from a shortage of beautiful and fashionable things, but now the situation has changed: its the an era of unjustified and excessive consumption. But there is an alternative to shopping-overeating - the slow fashion trend. About its features tells Svetlana Paderina ,"Gazeta.Ru" columnist.
We live in an era of rapid consumption, the era of fast food and "one-time" things that get morally outdated even before having signs of worn off. Fashion industry has set itself a long time ago single purpose - to produce as much as possible and sell as much as possible. And what can be done in order to get the shoppers follow the same route again and again - from the store to your own wardrobe and back? That's right, they instantly impose on desire.
attentively looking at the fashion trends, you can see that the most important trends made by the designers in each coming season, always abolish the previous trends of the season.
In the summer the shop windows were colored with bright colors, then fall back into vogue black, if in winter we are inclined to the strict geometrical shapes and minimalist trend, in the spring, its likely that magazines will be promoting frivolous and colorful bohemian style, etc. etc.
Moreover, the increasing acceleration of fashion allows us to stay ahead of fashion trends as quickly appearing photos online form the fashion shows allow to feel the coming trends in the next six months. Items purchased in the burst of"I want something new, I want something fashionable," just do not have time to grow old and come into disrepair, they hang as excess load in the closet, as we continue to strive for fashion. Sooner or later, this race becomes exhausting and the satisfaction from the purchase is lost. Under the conditions of modern production, where expensive and cheap things are sewn to the same Chinese factories, the big name and high price have ceased to be a guarantee of not only quality but also originality. So the definition "Fast fashion" is no longer applicable only to the mass market.