consistency

The coherence gap

Sustainability vs fast-fashion growth

Our society has a problem with consistency. Indeed one point seems quite clear: what people say is not consistent with what they do. It’s like coherence is a fault, or it’s not necessary. So you are allowed to say something and then do the opposite without being held accountable.

Consistency and sustainability

Magazines these days released the news that Shein, the fast-fashion giant, is raising funds at 100 billion USD value.
Considering that their price range is around 10 – 20 euros, two things are certain. First, the materials have zero quality. Second, their production chains cause serious doubts. If 15 euros is the price of one dress, how much are workers getting paid to make that garment?
Quality can be something one could renounce, but an ethical production chain is the foundation of a healthy society. And therefore, crucial in any discussion, even about sustainability.

Yet no questions arise in those who buy Shein. In fact, in a moment when communication and marketing are all about sustainability, the fast-fashion giant is growing enormously. And there is similar news too. Recently Primark opened in Milano, and people were packed in line to get in.

Overcoming the coherence gap

People talk about sustainability and maybe show up at ‘Friday’s for Future’, but they buy fast fashion. Why?
Everyone, adults and teenagers, say something, but they do the opposite. This lack of consistency reveals that sustainability is just a marketing trend. It is a popular topic, something people like to discuss to show they are up-to-date, but they don’t really care.

Because if they were consistent, they wouldn’t buy fast fashion at all! And the case of low budgets is just an excuse to avoid the change since the business model is profitable for corporations and “convenient” for short-sighted masses. Vintage items are accessible to anyone, and nothing is more sustainable.

So, here’s the way to overcome the coherence gap: let actions follow thoughts. In the same direction, of course!

The coherence gap Read More »

Prada / Simons: What went wrong?

FW 22-23 men’s fashion show – Consistency “did not report”

Consistency is a fundamental value in designing a product. And also in contributing to keeping it alive over time, shaping a recognisable aesthetic. Which evolves, but its DNA is always perceivable.

Some brands become a one-hit-wonder, a flash in the pan. But it takes hard work to remain on the market (and a lot of money too).

For this purpose, as a strategy, brands follow what’s popular, doing what other designers already did. In this way, they hope to sell more and thrive. But, doing so, they lose their core image, their identity. They lose their face.
Therefore, the message sent will lack that fundamental value – consistency.

We saw the Prada Fall-Winter 22/23 men’s fashion show. And we were very, very surprised. Though not in a good way.
The silhouette recalled Balenciaga so much that the point of the direction wasn’t clear. Also, underlining – “we do luxury, they do Slavic thrift shop” sounds like an excuse.

What went wrong?

There’s no evolution in terms of style. The runway was just a reproduction of things already seen.
And not that we do not appreciate oversize clothing. On the contrary, baggy was part of our selection long before it became popular.
We just gave up trying to understand Balenciaga’s nonsensical extremization. But we cannot see why the lady who has launched the ‘aesthetics of the ugly’ – now carried over by everyone, undoubtedly not with the same refinement – could ever take the decision to follow the mainstream.
That is a surprise! The biggest news! Instead of making a trend, Prada follows the trend.

Where’s the Pradaness?

If the presence of Raf Simons was supposed to bring fresh air in co-designing the brand, it was better when she was doing by-herself-herself-alone-her-own-brand.

With hindsight, Mrs Prada searching for support in co-designing sounds like ‘Hey, I cannot cope with the new trends.’
Did she have to cope with the new trends? No. She simply had to be herself. Be consistent by giving her own vision of ‘the new.’

But this is the love for fashion that speaks. What really counts are numbers. So, let’s finance rule the game. And say goodbye to consistency.

Prada / Simons: What went wrong? Read More »

2022

First post of the year

2022
First post of the new year.
The eighth month in this online adventure.

Tiny breadcrumbs left around.
Traces sent to those who have the eye. Diverse explorations for people like us, people who care.

If words resonate with you, you’ll feel comfortable with us.
Indeed, no obsessive marketing will draw you in. An intentional and conscious choice is your reply. It’s a matter of evolution because you are on the same page.

Due to an unforeseen event, we have shifted to the online world. It’s a resilient response to a life-changing occurrence.
However, the easiest solution would have been a quick fix. No concepts to explore, no food for thought. Just mass-market clothing, from top brands to fast fashion. Easy to sell and make money. The status quo never dies.

Perhaps we are crazy for undertaking the opposing direction. We believe fashion is not about being frivolous but a way to inspire and make a change. So, the idea is to provoke a cultural shift. Change for the better is our commitment. An engaging journey, which takes time. A long haul path. But too much effort goes unnoticed by the majority.

And that is why you are not part of that majority. Indeed, you read up to here. So, you don’t stop at titles but seek more knowledge till the end.

Values and consistency drive your lifestyle choices. Therefore, you don’t buy anything and everything. No overconsumption. You are selective.

If style and values do not align, our connection hardly lasts.
And it’s ok too. Because what we do is not for everyone. We don’t need a large audience.

We need the right people along with us.
And for you, we’ll keep on researching unique pieces, worthwhile designers. And bring about our vision around fashion, lifestyle and society by celebrating the value of rarity.

2022! Agents of change, this is for you #formodernhumans
We are proud to serve you again this year!

2022 Read More »