A fashion company on the search for the visual language of Lifestyle of Health and Sustainability.
Trends tend to crop up everywhere, but nowhere near as much as in the world of fashion. Here the latest one is called LOHAS ‑ Lifestyle of Health and Sustainability. A fashion company is exploring the ins and outs of this concept. The goal ‑ depth in the superficiality of fashion. This doesn’t have to mean the end for good looking design, however.
In the world of superficiality, it’s not sentences or text that convey meaning, but images. Take for instance the shiny red tomato calling out “Buy me!” from the supermarket shelf or the green light at the traffic lights letting you know that you’re “Clear to go”. According to In Praise of Superficiality, a publication of media philosopher Vilém Flusser who died in 1991, these are technical images. Since clothes are more than just a simple commodity, this also includes fashion. Now Norintra House of Fashion is trying to devise a technical image for the abstract concept of “Lifestyle of Health and Sustainability”: A collection that sends out the clear message that there is nothing wrong with consumption, as long as production is ecological, fair and sustainable. But how should such an image be designed, especially when tailored toward men? This was the challenge that the company set to fashion students at the University College Falmouth in England. The result was: Fashion that plays with contrasting colors and forms, that uses only ecologically produced fabrics and that insists on adhering to social standards, but still offers design that stretches beyond the potato sack. This was made possible through
-
0.67 MB
Keine Kommunikationsobjekte vorhanden.
