Tuesday, July 3, 2018

#STYLE: Mass Production / Mass Consumption / Mass Individualism

How much of what you consume are you aware of? And I’m not talking ‘The Devil Wears Prada’ awareness of the blue you’re wearing – but – rather the amount of data you consume consciously and subconsciously that influences your end game. I mean, between the foods you eat, the TV shows you watch, the music you listen to and the influencers you follow – just how much of all that data are you aware of? It got me mildly thinking when I came across an editorial on Tumblr simply titled: KITH x Coke.

Not so long ago, brands such as, TEFLAR, Moschino, Marc Jacobs and even Prada had collections dedicated to fast food brands like it was going out of fashion. On the surface it’s all fun and games, light-hearted ambivalence and just another fashion hack – still – deep down, when you look at the reality of the matter, the world is suffering from obesity, high levels of cholesterol, diabetes and all sorts of other food-related illnesses. Yet, alas, fashion toyed with the notion of runway models indulging in unhealthy junk food brands.

Subversively, this sweeps the problem under the carpet and lip-glosses the superficiality of it all. We may perceive it harmless, however, it encourages unhealthy lifestyles under the guise of participating in fashion. The same communication vehicle that condemns conformity: seemingly encouraging it through a vice of individualism for the masses. We go out in droves and consume all this information, making selections from the collections, as if in isolation of the balance of the fashion fraternity, yet we all come out looking and sounding the same on the other end of the spectrum.

This personal collaboration by KITH is just an example of how we have been conditioned to say and do in contradiction of ourselves at all times. “I’m all for healthy living” we say, yet we pout in selfies with our coke hoodies on. The deception is probably not entirely the designer’s fault, as they are merely responding to public demand of what is popular at that given moment – but – we are responsible to ourselves to stay honest with the decisions we make in order to further enjoy the fruits of the labour of the fashion industry.

It’s not going to be an overnight thing, but let’s try and be a little bit more conscious of ourselves and the fashion we predict and dictate.

#Style #MarcJacobs #Moschino #JemeryScott #Menswear

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