There’s just something I am really uncomfortable about, and it’s more a present feeling than ever before. I’ve been hooked on The Assassination of Gianni Versace for weeks now. In the series, you feel his raw love, his passion to create, and his admiration for being the best in presenting feelings through his pieces. This exact feeling has urged me to question the thoughts of if fashion is becoming emotionless. This post isn’t about luxury vs. fast fashion, it more so a thinking piece where I want to trigger your brain cells into looking a little deeper into your buying behaviour.
Basing it on traditional attributes; a basic consumer would enter the store, feel the quality and fit of the garment of their chosen, process the information and proceed to buy. Throughout this process, did this consumer REALLY think about where this garment has come from, and the brain power of the designer that created it? What really affect consumer actions towards the brand and the clothing is the marketing campaigns, personal preferences, group influencers, purchasing power and of course economic condition. Have you noticed the trend yet? No thoughts on the attraction to the garment based on how much love has been put into the clothing. Most likely, that garment is a replica of a design showcased on the catwalks, which means there isn’t a designer behind the garments, in fact, there is a labour worker working little minimum wage internationally to make the western countries more ‘trendy’.
Some can be confused with the term fast fashion. Let me define this; fast fashion is the term used for when retailers replicate designer fashion to bring it onto the high street market on a fast trending pace. Whilst mass production is clearly not ethical or sustainable, my focus is purely on the feelings consumers gain when buying fast fashion items compared to pieces which have an identity within them. You see, Gianni designed every dress tailored to his beloved sister Donatella. Each piece wanted for the women to feel destructible, empowered and fearless. This isn’t about feminism, this is about fashion making you unlock feelings you always held within.
Fast fashion is undoubtedly driven by sales. Whilst having a background in fashion, a business is operated by people who are driven by numbers, and somewhat not the styles it should be known for. You have the buyers, and merchandisers, the designers and people who aim to sell it. But truthfully, little can be said about all parties aiming for the same goal.
Did you know, fast fashion brands are considerably designed on a fast basis? Yes, I’m stating the obvious but look deeper into my sentence, FAST BASIS. They want consumers to feel out of trend after one week of wearing it, meaning they will redevelop styles and shades purely on the basis of it being an ‘updated’ version rather than ‘offering versatile’ style for more people. With impulse buying, consumers think less about how the other end of the supplier feels, and more about the ways they are saving money.
There is a vivid gap in the quality, the manufacturing and the creativity of pieces, hence the distinction between couture and fast fashion pieces on the high street. But the price tag; it comes from adding one designer’s emotions to another. Taking a look back at Gionni attitude, he fought hard and well for his beliefs, but he also always performed as a designer rather than a businessman sitting on a throne. He cared, loved, and nurtured every wear he had created, which is why the majority value him as a person alongside his brand.
The real question is, this is a game of businessman vs. designer. Consumers do not have the time, or brain power effort to fall in love with a garment on a deeper passionate level, hence why the satisfaction of purchasing a product which they believe is ‘perfect’ comes to play. Think about it… you buy an item, and you think ‘hmm, I wish the sleeves were shorter’ or ‘if only this came in white’. You’re likely settling for the item because trends tell you too, not because you are aware the power of effort one has put into the item.