Blog 4: Peers review

For this peer review, I would like to reflect on Jiyong Lee’s second blog, which reflects on “how better lives themes might change how you work in the future.” We are both in the same class. Therefore we might have the same interest in how technology would lead us to the future as creative directors.
In the blog, Jiyong mentioned her awareness of people is considering less of their consumer behavior than she imagined, as the word ‘sustainability’ frequently shows on the publics’ view. She takes ‘leather jackets’ as examples and offers a diagram from 2004-2020 to interpret the fact that people have raised more interest in leather jackets than fur coat recently. It is good to see the evidence she gave, which contains the technology and experiment we have in the class; it also reminds me of the truth that there are large numbers of consumers are lack of knowledge to how sustainability can impact our future lives.
It is interesting to see that experience that she can not find any advertisement and sustainable collection of H&M online, while they claimed they had to produce an exclusive line for it. It occurred to me that even though a lot of brands is catching up the ‘trend’ of sustainability, no matter if they do care about our environment or people’s working condition, there is a possibility that some fashion companies could use the sustainable slogan as part of their promotions or strategies. For those fashion brands that take their benefits in the first place and unwilling to lose their existed consumers, they may keep their producing process and add a ‘sustainability’ line as another way of extending their audience group, at the same time be political right and catching up the trend.
As a creative direction students who work on media, I realized we are a transmission of fashion brands to consumers in some way. I agree with the point she brought up that ‘it might be lack of advertisement.’ It seems like our responsibility to educate and convey the impact of ‘sustainability’ and the social responsibility we shouldered to the public, as media have a phenomenal influence on public opinion and view. It would be great to use the technology we introduced in class such as ‘blockchain’ ‘google trend,’ bring them to public eyes to make them realize there is a way to supervise the fashion brands’ commitment and to convince people to concern about sustainability and the fact that their behaviors can impact fashion industry in a significant way.
It is an excellent blog to read about. It elicits my thinking of troubles we have inside of the fashion industry and reminds me of the obligation we media students have while working in the industry, although it would be really good to see more details about the author’s proposal of using technology in his or her future work.