The planet is burning, and minds too. The world of fashion is madly launching initiatives to drive consumers to adopt new purchasing habits. Take Camaïeu, now introducing a wardrobe clear out site connecting users via a geolocation tool to help them go to one of the stores and swap clothes. For another example, take Bocage, with its monthly subscription to wear a pair of shoes during two months before exchanging it and putting it on sale after repackaging. Or Takecare, H&M’s upcycling platform, or the online tutorials teaching how to fix, transform and upgrade one’s wardrobe.
Because of climate change, pret-a-porter brands are struggling to sell and need to find ideas to draw attention. As a matter of fact, they are currently trying to value their commitment to reducing their environmental impact. By the way, isn’t fashion the second most polluting industry in the world? Nevertheless, these two (good) reasons don’t explain everything. What we’re talking about is our relationship to clothing, and mainly to objects.
These initiatives are the answer to our current desire for a “slower consumption”, less driven by the accumulation of things, more personal, less copy-pasted with the moment’s offers and figures; a consumption where the clothes’ history and their emotional dimension would be really valued. Hence the actual success of vintage and upcycling. Distinction is what turns consumption into affirmation. Over time, it has become a way to prove one’s control over a culture and its codes, and the ability to create new ones.
If an environmental stimulation is added, no one will complain because actions for the good of the environment are often lacking creative casualness…