Overproduction is devastating our culture, and it’s directly connected to the way we consume. Indeed we discussed this topic in many of our previous posts. We recognize that it’s deeply rooted in our social context.
October 5, Louvre Art Gallery. When the Louis Vuitton fashion show started, an activist broke in, carrying a sign reading:
“Overconsumption = Extinction.”
The protestor represented ‘Amis de la Terre France’, ‘Youth for Climate’ and ‘Extinction Rebellion’. She marched down the runway along with the models until a security guard forced her to leave.
The reason for the protest? It was stated on the banner clearly.
Why LVMH? It’s understandable since LVMH is a luxury conglomerate. So to say, a profit-oriented corporation.
It’s known that corporations make profits by exploiting the market, squeezing the lemon to the max.
Luxury conglomerates & overproduction
Overproduction is the way corporations thrive. They run ever faster, renewing the range of products nonstop. Doesn’t it sound familiar with the market of mobile phones too? And in order to be able to sell all the tons of goods they produce, they push people to consume more and more – to the point of brainwashing them by playing with marketing tricks.
This protest went on after a pandemic, precisely during a fashion week in which some shifts were awaited. Even more, ‘rewiring fashion’ seemed a subject so dear to many major industry players.
If not radical changes, at least, we expected to see a little sign. Despite this, the only news was the protester disrupting a fashion show.
Is there another way to do fashion? As to do business in general?
Of course. But, it’s not mainstream. Also, two more facts are striking: first, people talk – a lot – but still buy fast fashion. Second, none talks about the impact of technology, which perhaps sells more than fashion.