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We live in an era of rapid consumption, the era of fast food and "one-time" things that get morally outdated even before having signs of worn off.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 So the definition "Fast fashion" is no longer applicable only to the mass market.
To counterbalance fast fashion, which is characterized by short-term satisfaction from the money spent, a new trend appeared, called « slow fashion » - the movement that favors thoughtful, calm, measured consumption.
Not quantity but quality, not relevance but originality, not appearance, but philosophy – tthese are the principles advocated by followers of "Slow fashion". These folowers are interested in where it was made or out of what, what principles guided its founders. For example, they are eagerly buying things made in their country, supporting local producers. For them its important that the manufacturer creates jobs at home rather than investing in the Chinese labor force in order to increase profits. Of course, such clothing can be expensive, but it does not confuse consumers, that are guided by principle "Buy less, but better."
Another ideological component of the slow fashion - the environmental focus of the product.
The most important commandment ofslow fashion – not to contribute to overcapacity, not buy a lot of things when there is no need, since thef factory production means damage to the environment, and each tossed in the trash piece of cloth is a voluntary "Contribution" in a systematic pollution of the planet.
That's why slowfashionista promotes shopping in second-hand shops and flea markets as a sensible, ethical, and totally not shameful shopping . They attend Sunday's design markets, socialize with manufacturers of apparel and accessories on the Internet and find truly unique, high quality and not always expensive clothes.
In addition, followers of "Balanced consumption" support designers that create out of recycled materials, while they themselves are often involved in customizing old second-hand things. By the way, customizing is attractive by the fact that everyone, even if he can not handle a needle and thread, can feel like a real designer, while remaking jeans, sweater, shirt. That is why the master classes are gaining popularity (Including web), resembling the lessons of labo rat school: how to paint fabric, make a flower out of wool, how to restore shoes.
In addition to buying ready-made things, slowfashionistas tend to tailoring as an opportunity to get a truly unique and ideally suited product .
But if one got really bored with a thing but it looks "Like new", one can give it to a friend or give away in online community.
There are too many things? So you can arrange a garage sale or a so-called dress crossing party, which will bring together all the interested people in exchanging clothes. And then the annoying thing might get a new host.
The more thoughtfully you consume, the more its inevitable that you will come to the conclusion that a person does not need much . One can think of Shin Mateyken who every day during a year, wore the same dress, combining it with different accessories. And each time it was a new look. As a matter of fact , that these were three identical dresses made especially for this project and the project pursued a noble goal - to raise money for school uniforms for children from Indian slums. Brave girl not only attracted a significant amount, but also gained many followers, who, inspired by her example , decided instead of thirty dresses for thirty days to choose one, but favorite.
Due to the lack of constant desire to buy, slow fashion shopping turns from fast running out into an unhurried walk.
In order to stop slaving to the marketeers and make rash purchases its not necessarily toradically change the buying habits. Its enough to simply learn to understand the true desires and ones caused by the influence of advertising. It's not that complicated. Each of us has a favorite thing - a cosy and comfortable, which gives us warm feelings.
By listening to our beloved, but old clothes, you can understand what we want out of new things, what we need in terms of cut, color, material. On the other hand, we must consider what is missing in our wardrobe, from the absence of which things we feel not very comfortable and that is why we really need them . Before heading out for shopping, consider these questions and try to find the answers. Try to get dressed slowly. Perhaps this is what you really need.