Fashion & lifestyle

How Products Change

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Changing fashion to change our culture


Products change when consumers’ tastes change. In other words, products evolve as consumers’ tastes shift. However, given that consumption is all about cheap and disposable products, we are in big trouble.

The fashion industry appeared to be moving in a new direction, aiming to preserve the environment and improve people’s lives. But reality revealed even more troubling consumption habits, as in the case of ultra-fast fashion, which we discussed in our previous post.

The combination of overproduction and overconsumption is the economic pattern that dominates the fashion industry—a model mirrored across many other sectors. Therefore, this reveals a deeper cultural issue: the growing preference for disposable products, a habit that has also deeply influenced younger generations. In fact, accessible, cheap products give the illusion of richness.

Mass culture is the commercialisation of culture, where products products are created solely for profit. People are so immersed in this overwhelming abundance of options that it feels nearly impossible to escape. Or at least, that’s how it appears.

But climate change is the issue we need to face, and it’s urgent. And so, how do we change consumers’ tastes?

Change products: fashion and culture


Changing fashion means changing culture. Fashion creates products that reflect our culture, revealing society’s tastes. In this way, fashion tells the story of what we consume. In other words, altering what we consume leads to changes in fashion, and ultimately, in our culture.

The change begins by recognising the new needs and incorporating them into the design of meaningful products for people who care.

As a boutique and industry insiders, we contribute by curating only valuable garments with good design. And by offering a different perspective for people like us, those who do not recognise themselves in the mass trends.

Your choice, if you care, is evolving towards a conscious lifestyle aiming to change for the better. Or leave things the way they are, persisting with the blind exploitation of people and the planet.

In the end, you have two options: either you can play the game, or you can change it!

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From Fast To Ultra-Fast: A Cultural Regression

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Is ultra-fast fashion what people learned from the pandemic?


From fast to ultra-fast fashion, we are witnessing a cultural regression in the fashion industry. And so, in our society. Something that makes you question the human ability to learn, especially in the face of such serious events we have lived in lately.

Forget the long-awaited thoughtful consumption habits! Started after the pandemic, this trend represents a sharp and clear setback.

To reduce its impact on the planet, the fashion industry was supposed to evolve, experimenting with new sustainable paths. The pandemic, which worked as a catalyst, highlighted this urgent matter. Therefore, a more balanced structure and timing, shorter production chains, and healthier consumption habits seemed a conscious evolution to pursue. A need to change for the better.

The ultra fast growth


Unfortunately, the industry shifted from fast fashion to ultra-fast fashion! And you know what? Consumers really loved it!
Astonishing–that is the biggest change trending everywhere.

Now with 5€, you can buy a dress. Certainly, this new production trend is more polluting than fast fashion. But does anyone care? Even if it is more polluting, ultra-fast fashion has become very very popular.

Ultra-fast fashion and resale


Apparently, at the same time, the resale of extremely poor-quality items is growing. But what is the point of reselling ultra-fast fashion garments? Reselling garments made with a zero concept of durability is just smoke and mirrors.

Indeed reselling garbage clothing that, if you are lucky, will survive the first wash simply hides a push towards overconsumption. The industry produces more and more cheap garments, and as a consequence, both young and not-so-young consumers continue to buy more and more pieces. And they can even resell those items, but the overconsumption trick behind it is clear.

All of this has nothing to do with sustainability. So, when they say Gen Z prioritises sustainability, what are they talking about? And what do they mean by sustainability?

The wrong answer


After the pandemic, the fashion industry shifted from fast to ultra-fast fashion, generating mountains of garbage clothing with a tragic impact on both people and the planet. However, the problems we are witnessing won’t be solved by producing more and consuming more! Yet, it seems that very few people truly care. Do you care?

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Where Is Fashion Heading?

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A lack of vision, provocations, and big logos


To understand where fashion is heading, we should ask if the industry can change and evolve from its current state of confusion.

Some say fashion is back. Perhaps, those who say that refer to the possibility of showing new collections physically. Or, to the opportunity of wearing more elaborate outfits for special occasions and parties, which eventually restarted after covid.

Between provocations and big logos


But, among provocations and logoed items, finding new concepts is very difficult. Indeed, the range spans from Balenciaga’s garbage bag to logos exposed everywhere. In other words, mass products–that’s all. And if you want valuable garments because you don’t recognise yourself in that imagery, you have to dig a lot to find rarities.

Since fashion is an industry like any other, it tends to favour big companies, meaning those who can invest money are the ones who trend.

where is fashion heading


Keeping an eye on international designers searching for niche garments, we do not see any real change. Brands struggle to adapt to the new post-pandemic reality, yet no new proposals are being released. Neither do they consider that if reality has changed, what they have done so far will not work anymore?

Fashion industry vs change


Nevertheless, the industry players insist on the old patterns. So, they all follow the same old rules, distribution scheme and dates–and the same production models. Also, the same discount policies! In short, whatever caused the fashion system’s implosion long before the pandemic.

A lack of vision is palpable, paired with the need to fit into a system even if that system doesn’t work. As a result, nothing new can emerge—neither in design, manufacturing nor sales strategies.

A lot of talks about sustainability, which you can translate into greenwashing. In the end, change stops at the conversations. Conversations about change, of course!

Change means dismantling, restarting, and experimenting. It takes courage and a lot of creativity. Most importantly, there’s no guarantee of success. So, where fashion is heading?

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The Slow Fashion Context

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Slowing down to embrace true fashion innovation


Slow fashion needs to be placed into the context of a slow lifestyle to truly make sense. Out of that frame, this concept has no meaning.

And so, slow fashion is not only about the act of making garments at the proper pace. Which, by the way, represents a significant shift toward sustainability. More importantly, it is about living in the moment and enjoying it, which is the point of a slow lifestyle.

Therefore, it’s not about buying and accumulating tons of things or collecting endless experiences. No hoarding–it’s about choosing quality over quantity. And there’s no sense of deprivation in that. On the contrary, it fosters a more conscious and intentional lifestyle. Also, living in the moment means that if the weather is still warm, it makes sense to enjoy our light clothing. It’s also about purchasing what you truly need at a given time, depending on where you live, of course.

Slow fashion

Slow fashion & slow lifestyle


In sunny weather, you wear lightweight clothes. However, by embracing a layering style, you will use light fabrics throughout the year. The key is to simply add something over or underneath— or both—when it’s too cold. It’s important to remember that it’s not the thickness of the material that keeps you warm, but the quality.

The slow mode


For us as a boutique, slow fashion also means starting with the new season when it makes sense. Not too early because there’s no point in doing that anymore. The vision of encouraging a frantic shopping attitude doesn’t align with the conscious approach for modern humans.

Therefore, we don’t rush. We’ve carefully selected some unique garments and will be introducing new brands. Stay tuned!

In the meantime, contact us to check out our timeless selection. We’ll help you choose the perfect pieces for you: garments you’ll love to wear for a lifetime because of the unique design and softness of the fabrics.

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Sustainable Music Events: A New Trend

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Here’s what to know and how it ties in with fashion


Sustainable music events are trending everywhere, and it seems this has been a sustainable summer from every viewpoint: fashion, food and music. Precisely, there are similarities between fashion, music and the way they embrace sustainability.

Music events & fashion


The relationship between fashion and music is deep and intricate. Indeed, both fields represent the same culture, expressing contemporary values with different means. But, they tend to intersect more, as they need each other to promote themselves.

Now, not only do fashion events wave the sustainability flag, even music events are marketed as sustainable. Therefore, you can attend a concert, on a beach or in a park, believing you will save the planet!

Clearly, greenwashing took over communication. And, it looks like the saying: “don’t make a promise you can’t keep” doesn’t apply to marketing. By attending those music festivals or purchasing eco-friendly clothing, people think they are doing something good for the planet, but, on the contrary, nothing changes. Or worse, they damage it.

In some cases, it’s a matter of common sense. For instance, you don’t need a degree to understand that large crowds threaten nature. And reusable cups or collecting garbage during the event will not pay back the damage.

Sustainability or greenwashing?


Mario Tozzi, an influential voice when it comes to environmental matters, highlighted the point that many seem to miss completely:

“50 thousand people attending a concert aren’t sustainable by any natural environment, even more from our already compromised beaches.”

Mario Tozzi

Also, he reported a study from the C.N.R. (National Council of Research) on the National Park “La Maddalena” (Sardinia): every bather takes away from 50 to 100 grams of sand per day.

In short, Mario Tozzi explains that the impact of large crowds is unsustainable for any natural environment.

Music events and fashion: what distinguishes sustainability from greenwashing?


The point is made clear: numbers and quantities make the difference. A large number of people, like excessive producion and consumption, isn’t sustainable, even if made with the best intentions.

And so, mass concerts in natural environments aren’t sustainable. That’s why it makes sense to use appropriate locations. Likewise, mass productions aren’t sustainable–whether fast fashion or luxury mass productions. Mass travels and flights aren’t sustainable, and so on.

That is the dividing line between sustainability and greenwashing. Anyone serious about addressing sustainability matters must start from that point–the rest is just nonsense. Humans are so numerous that erasing their impact on the planet is impossible.

But, whether intentionally misleading or due to a lack of understanding, the confusion that marketing creates is even greater than the crowds attending music events!

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