Blogpost 2 Violet Wood
On reflection, the themes within the Better Lives unit allowed me to consider the many ways in which the fashion industry must change in order to remain relevant in the future. As I write this, we are in the midst of a global pandemic. As many of us are astutely aware, fashion is not the only industry struggling to maintain its relevance during global panic. Many well-known designers and brands are contributing to this crisis by donating to healthcare systems or aiding in the high demand of personal protective equipment.
The future of fashion is extremely uncertain at the moment, as is the future of many industries and our general way of life. Reflecting the Better Lives has allowed me to see that there are many decisions that need to be taken by both designers and us as consumers in order to ensure the future of the industry.
As Julia Crew discussed in her lecture “Power”, there are many aspects of power and control within the fashion industry (1). She referenced the fact that we buy 400% more fashion products than we did 20 years ago. That incredible increase clearly reflects our rising consumerist values. Simply put, our demand is becoming almost impossible to maintain.
Of course, there has been a very distinct change in these values in recent weeks, as many countries face strict lockdown rules. This has impacted our level of consumerism as high street stores are closed and one is only allowed to shop for essential items.
Crew looked at the ways in which power relates to the fashion industry, for example the way in which “fashion has helped define those who are poor and those who are rich” (1). Again, this is an idea which has been challenged in recent events as people stop buying vast amounts of high street and high-end fashion.
Reflecting on these themes presented within Better Lives, particularly during these unstable and widely uncertain times, has made me very conscious of how the fashion industry is going to have change once its consumers begin buying again. One would hope that designers and brands begin to become more aware of their environmental impact, of their levels of diversity and inclusivity as well as creating a far more socially responsible industry.
However, as Crew discussed in her lecture, consumers do hold a vast amount of the power. In the recent weeks, I have become very aware of this as an idea, as globally we have seen the impact of supply and demand and how this balance is dictated by consumers. We have seen this with anything from hand sanitiser to food to personal protective equipment. One would hope that in the future, as consumers we become more aware of supply and demand in the fashion industry, realising the impact our excessive buying has on our planet and on other aspects of our lives.
References:
- Crew, J. (2020) ‘Power’ [Lecture]. Better Lives, London College of Fashion, 10 February.