Shiny Fast fashion: what does it have to do with us?

Article  /  CriticalThinking   Fashion
Published: 09.10.2016
Inbar Shahak Inbar Shahak
Inbar Shahak
Edited by:
Inbar Shahak
Edited at:
Kibbutz Ma'agan Michael
Edited on:

© By the author. Read Copyright.

Who set the tune in the fashion industry? What does fast fashion mean and how it affects the consumption world? And what does it have to do with us, the handmade contemporary jewelry world?

Trend setting companies are writing fashion trends at least year and a half ahead, colors, patterns, items, everything you could possibly think about, leading designers on the other hand are pretending to ignore fashion trends and do what they want…

  • Fashion cities in the world are holding 2 fashion weeks a year. Winter/Autumn and Spring/Summer collection.
Shops buyers and big retail's designers are choosing and designing according to both fashion trends and the latest look from the runway… 2 years ahead and yesterday runway show in the same time…

It got more complicated when people start buying according to leading figures from Instagram and social Medias, meaning trends setting are now taking their inspiration from today street wear clothing as well.

Confused? So does the fashion world… looks like the average consumer is asking for more…faster…update and easy to reach…Do they?

Fast fashion companies are now changing their stock on the shops at least every 3 month , they are able to copy the look from the runway in 3-4 weeks, much earlier than the time it takes for the designer to manufacture their own clothing.

  • Apparently fast fashion clothing lines did not invent the over consumption idea.

Sigmund Freud wrote about the power of self-conscience. His nephew Edward Bernays is consider to be the first pioneer in PR consulting after First World War, up to these days people were buying according to needs, they only bought what they need and they bought it according to what the item can do for them… at this time there was over manufacture in the US, the government was afraid that if the factories would  manufacture more then what people will buy, the all economy would collapse, so the solution was to convince people to buy more than what they need , buy according to their desires. If we buy more, we will need to keep on working over hours to be able to pay for everything that we wish to consume.

  • You see, over consumption is a great way to control the mass and democracy, it keeps everyone busy…

Now the last link in this story is to make us think of items that are disposable as cigarette and candy in the say way we think and consume items that were supposed to last for years.
Our fridge, washing machine…our smart phones that cost a fortune but last for 2-3 years if we are lucky… and of course our t shirt that cost less than a cup of coffee and a salad for lunch.

When we buy a cheap shirt that can last up to 5 times use, we also threw it away easily, which lead to the fact that 14.3 million of clothing are thrown away every year just in the US. In China 253 tons of Textile are send to the fields every day, in fact 6% of the fields in the world are filled with textile garbage.

  • The fashion industry is so big it is the second industry in the world for air pollution right after the gas and gasoline industry.   

Why am I telling you all that? We make jewelries right, not fashion…
Because without knowing that we are part of the solution… when we call people to buy handmade art, when we ask them to visit a local gallery, we give them an alternative way of shopping and thinking.

When we work so hard to raise awareness to contemporary art jewelries that are locally handmade from un-ordinary materials we make them think again about the way they buy and what does it say about them as a consumer.

Retails stores are now taking a huge efforts to make their consumer think that when they buy from them they get "fair trade", "local support", "uniqueness", being a better person just by the way we buy. All the things that we do unconsciously.

There's a fashion revolution movement growing bigger in the world, calling people to ask #whomademyclothing. And we are just in the right spot, because each one of us can say "I made your jewelry".


References      View / hide description

About the author

Inbar Shahak is a textile designer by profession, graduated from the Shenkar University of Fashion in Israel, where she majored in weaving, knitting & printing. The urge to create handmade textiles art drove her to establish her own brand of textile jewelry. Inbar’s jewelry is inspired by delicate tracery patterns and her greatest passion is to combine ancient textile-making traditions with new modern techniques.