“I love a vexing, thorny question. And perhaps there is no question in fashion today more troublesome – and overdue – than that of what fashion would be like outside an endless cycle of consumption. Let’s face it; our experience of fashion today is so dominated by buying stuff that it’s almost impossible to imagine fashion in any other format. Fashion is buying high street and high end. It is watching, shopping, purchasing. In the consumer society we organize our ideas about fashion around commerce and consumerism and end up becoming dependent on them. And yet this incessant cycle of consumption is not all that fashion is, was, or can be. We are, so to speak, shopping ourselves short. By elevating the power of what we buy to be the ultimate arbiter of fashion innovation; we are missing out on fashion’s other-than-market potential; on the multitude of fashion moments that flow from who we are, not from just from what we buy again and again. With consumerist fashion’s emphasis on looking from a distance, we are also straying even further from fashion’s original meaning – as a group activity of making and doing. And what is more, it seems that consumerism is creating an anachronistic form of fashion itself. For we know that fashion always reflects its context; and today its context includes sustainability. So when we see fashion as achievable only through ever-greater consumption; this blinkered ‘performance’ is quite simply, no longer fashion.” – Kate Fletcher

The Vexing Question of What Fashion Would Be Like Outside The Endless Cycle of Consumption

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