Do you know why the term “Slow Fashion” emerged? A few years ago, we saw the Fast Fashion taking over NY. The fifth avenue, known as a luxury and renominated address, now hosts flagships of fast fashions such as Zara, Uniqlo, Topshop and Urban Outfitters. Despite those brands’ differences, they all have cool products with a relatively small price.
Here is an interesting article about Hi-Low mix of stores in the 5th Avenue. The luxury, however, still has its place (close to 57th street), and is necessary because creates a desire to people, and also “inspire” the Fast Fashions.
On the other hand, in Europe and even in the United States, people are using the term “Slow Fashion”. A more sustainable consumerism, where the consumer buys the product that not only likes, but also will wear for a long time, and is aware of where and who made the garment. The rule now is more quality of less quantity, which is the opposite of what Fast Fashions offer.
The videos below are from Everlane and Cuyana, which are considered “sustainable” brands.
The video from Everlane is really interesting because the designer mentions ” I don’t like things to define me, that is why I like to design things that serve me, and I don’t serve the object”. This is the opposite idea that most people have that a purse reflects what a woman is. That shows that everyone in the company is aligned with he brand’s concept and culture.
Our job as Image consultants is to understand what our clients like, what they need, and what suits them better. Every client is different, however, we try to apply a sustainable consumption so that only good and right garments are inside their functional closet.
Silvia, from São Paulo
Marcia, from New York