Blog 1 – Lecture Reflection: Power – Julia Crew
Julia Crew’s lecture of Power led me to question why nobody is taking responsibility for holding the power of the industry, as to this day there are many underlying problems within it, yet with no initial cause. Crew presented a very interesting and informative lecture, looking into the four associations of power, setting an initial insight into the Better Lives themes.
Due to the world having such an unfair inequality of money distribution, this has contributed to a huge divide between humans at the top of the scale compared to those at the bottom. Fashion Revolution shows how the apparel industry has helped create this divide, by helping some become exceptionally wealthy by enslaving others. This through employing millions of people below the legal minimum wage in gruelling conditions, leading them to not even have an essential living wage to provide for themselves and their families, linking to social responsibility.
To be able to meet consumer demands of having ‘choices’, companies are driven to manufacture their clothing wherever they can find the best deal, without considering the impacts on real individual workers, resulting in their brand becoming a part of the negativity that surrounds fast fashion.
The Media holds immense power over the fashion industry, due to the influence of advertising being quick and subconscious, with the volume being higher than ever. Instagram has become a huge contributor for fashion brands, creating the trend of using influencer marketing as an effective campaign strategy, due to consumers wanting to buy what their favourite influencers are wearing to keep up with trends.
‘Missguided’s collaboration with Love Island contestants created an instant 500% sales increase in the garments shown on TV.’
This quote shows how the power of the media will drive the consumption of fashion products to an unsustainable level in the long-term, due to the created pressure of not wearing the same clothes twice, linking to sustainability.
We as consumers are the driver of trends. Holding a huge amount of power, of where and how we spend our money. We need to become more conscious consumers, by being aware of what we’re really paying for or towards. As we are the ones holding the power to reshape this story, due to each purchase resulting in a choice.
Due to the problems the industry has caused, there are now many organisations set up like LOVE NOT LANDFILL, to educate consumers towards shopping less and instead, having a better relationship with their clothes. These organisations demand change by protesting against how power damages aspects of the world.
Linking to the Better Lives themes, after Crew’s lecture I am left questioning Who holds the power of the entire fashion system? – Brands, designers themselves, the consumer, the government, or someone else?
WE as contributors have to ask this question to decide whether there is a balance of power in the industry, or if not, how WE can contradict it. Without change; diversity, sustainability, and social responsibility will be overlooked or ignored.
References:
Crew, J. (2020) ‘ Power’ [Lecture]. Better Lives, London College of Fashion, (Accessed: 14/02/2020).
Fashion Revolution (2020) ‘Money Fashion Power’. Available at: https://www.fashionrevolution.org/resources/fanzine/ (Accessed: 23/02/2020).
Business of Fashion (2018) Missguided Takes Product Placement to the Next Level on Love Island. Available at: https://www.businessoffashion.com/articles/intelligence/missguided-styles-love-island-partnership-product-placement (Accessed: 23/02/2020).
LOVE NOT LANDFILL (2018) About Us. Available at: https://www.lovenotlandfill.org/about-us/ (Accessed: 23/02/2020).