consumerism

Italo Calvino On How to Break Free from Mass Conformity

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Reading Time: 3 minutes

Embracing individuality: fashion’s path to authenticity


Italo Calvino offers poignant words that inspire a much-needed shift on how to break free from mass conformity. To foster genuine change in the fashion industry – and life at large – we must begin by embracing individuality, as Calvino suggests in “The Baron in the Trees.” In a world where fashion is driven by fleeting trends, mass production, and exploitation his message resonates now more than ever.

“To have genuine, constructive relationships with others, it is necessary to become individuals.
One becomes an individual by deepening self-knowledge and staying true to one’s internal rules, personal code of values, and style.
One must allow their singularity to emerge, even at the cost of appearing eccentric.
This is the way to escape rampant conformity, massification, and the acceptance of predefined behavioural models.”
— Italo Calvino, The Baron in the Trees, 1957

Although this quote is often attributed to Italo Calvino, it does not appear in any of his published works. However, it represents a reworking of themes that Calvino explored in his writings, such as individuality and detachment from conformity. Themes also explored in The Baron in the Trees.

Italo Calvino – individuality over conformity


Calvino emphasises that to have authentic connections with others, we must first become individuals by deepening our self-knowledge and staying true to our personal values. This approach applies even to fashion, where true style emerges when we align our clothing choices with our identity rather than conforming to external pressures. Fast fashion and trend cycles, driven by algorithms, push people into wearing what everyone else does. Yet, as Calvino suggests, allowing our uniqueness to surface – even if it makes us seem eccentric – helps us escape the massification of behaviour.

Fashion & self-knowledge


Fashion should be an extension of who we are, not what is dictated to us. Instead of accepting predefined trends, we can make conscious choices. So, we can build a wardrobe based on timeless, thoughtful pieces that reflect our personality. In this way, fashion becomes an act of self-expression and a rejection of the overproduced, disposable culture dominating the industry.

Escaping the massification of fashion


Italo Calvino urges us to reject conformity and embrace the courage to live – and dress – authentically. By doing so, we shift from passive consumers to conscious creators. So, we foster a more meaningful, sustainable fashion landscape where individuality is celebrated over uniformity. 

Inspiration for change


Ultimately, the wisdom of Italo Calvino inspires a break from mass conformity. In fact, a commitment to individuality and authenticity can disrupt the culture of consumerism. And it paves the way for a more thoughtful and sustainable way of living.

In fashion, as in life, the path to freedom lies in staying true to oneself with respect for others and the planet.

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The Luxury Brands

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Unravelling the psychological effects on consumers


Luxury brands hold a unique allure that extends beyond the possession of high-end products. These brands are not just about material possessions. In fact, they are about status, identity, and the dance between desire and fulfilment. So, I intrigue you to explore the complex interplay of emotions, perceptions, and societal influences that shape our relationship with luxury products.

The symbolism of status


Luxury brands often serve as symbols of social status and wealth. Indeed, a designer handbag, a luxury car, or a unique timepiece can elevate an individual’s perceived status in society. Psychologically, this association with prestige triggers a sense of accomplishment and reinforces one’s social identity. So, the external display of luxury items becomes a visual cue to others, communicating success and affluence.

But is it gold all that glitters?
It’s crucial to acknowledge that the status associated with luxury items is often a construct and may not necessarily reflect true personal achievements. Specifically, wealth’s display through luxury possessions might be more about perceived status than authentic accomplishments. This can contribute to a sense of superficiality in pursuing social recognition.

The pursuit of exclusivity


The scarcity and exclusivity associated with luxury products contribute to their allure. Limited editions, rare materials, and meticulously crafted designs create a sense of exclusivity that appeals to consumers’ desire for uniqueness. The psychological impact is profound, as individuals feel a deep feeling of importance and distinction when they possess something that not everyone can have.

Self-expression and identity


Luxury brands often serve as a canvas for self-expression. In fact, the choices individuals make when selecting luxury items reflect their personalities, tastes, and aspirations. Through these purchases, consumers shape their identity and convey aspects of their character to the outside world.

Emotional fulfilment


The act of acquiring a luxury item is often accompanied by a surge of positive emotions. From the anticipation of making the purchase to the euphoria of possession, luxury consumption triggers feelings of happiness and satisfaction. Also, a sense of accomplishment. These emotional responses create a strong association between luxury brands and positive experiences, fostering a continuous cycle of desire and consumption.

In conclusion, luxury brands weave a complex orchestra of emotions, desires, and societal expectations, influencing consumer behaviour profoundly. The psychological effects range from the satisfaction of status symbols to the fulfilment of emotional needs and the expression of individual identity.

On the flip side, the psychological effects of luxury consumption spiral into a dangerous cycle of excess. The insatiable desire for status, exclusivity, and emotional gratification may propel individuals to continually seek the next opulent acquisition. This relentless pursuit fuels a voracious appetite for the latest trends releases. But also plunges society into the treacherous depths of overconsumption.

Ultimately, the pressure to maintain or increase one’s perceived status drives a culture on the verge of excess, promoting unsustainable consumption patterns that jeopardise responsible consumerism.


✍️ Credit: Post written by Gabriela Preuhs, a Brazilian scholar pursuing studies in economics and psychology at Cattolica University in Milan; currently interning with suite123.

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The Sofa Story

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Is circularity feasible in the era of overproduction?


The sofa story is a personal anecdote we share. As a matter of fact, overproduction is devastating our planet. Since a large part of communication is about repair and reuse, we try to understand if circularity is feasible in the era of overproduction.

A couple of months ago we ordered a new sofa. When it was ready to be delivered, we called the seller to inform them we wanted to restore the old one and bring it somewhere else. They said they would take the measurements and let us know the cost.

The sofa: understanding quality


When they came to deliver the new sofa, we noticed some differences. The new one was much lighter. The old one was heavy. While the new one had no structure, the old one had a stable, solid body. Furthermore, the old one had a soft hand 100% cotton cover. For new sofa coverings, you mainly find polyester because cotton would be too expensive, so they say. In fact, the old one was a great quality sofa, which lasted about 25 years. We are doubtful the new one will last so long.

However, having the chance to check the internal structure quality, we confirmed the boy to bring it to their workshop and let us know the repair/restoration cost.

Repairing vs buying a new one


Here comes the fun! When they tried to carry the old sofa downstairs to the ground floor, they realised it was too heavy. So they started disassembling it, but the boy in charge, all of a sudden, destroyed the sofa underneath his feet. “Yes, it was good quality but you better buy another new one. The repair cost would be too high.”

Obviously, he exclaimed that for two reasons:
First, he preferred to avoid the effort of carrying the heavy weight downstairs.
Second, he couldn’t understand, for real, the quality of what he had destroyed.

So, “buy a new one” is the easy solution in a consumerist society. But when sellers tell you there’s no difference in terms of quality from one item to the other, it’s not true.

It’s like you show us an archive Saint Laurent garment or a couture dress from your wardrobe, and we tell you to get rid of that and buy a new item. “You know, it’s cheaper than repairing the old one!”

That is a complete lack of understanding. Indeed, the sofa story represents the contemporary way of handling commerce and fostering a consumerist lifestyle. Also, whatever the category – fashion, furniture, technology, automobile – the trick doesn’t change. Industries do not stop their overproduction patterns, so repairing won’t work on a large scale, which we need in order to reduce our impact on the planet.

In the end, if those who sell products cannot distinguish quality, materials, and finishings, how can they even mention the option of repairing?

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Pasolini On Modern Lifestyle

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Inspiration #formodernhumans


In an open letter to the President of the Italian Republic on “Il Corriere della Sera” – Thursday 4, September 1975 – Pier Paolo Pasolini had written a critique on modern lifestyle. Specifically, it’s about Italian politics, but the picture he traced of mass society is clear.

It touches on the topic of summer holidays to show the reality of Italy around the 70s. This cross-section highlights the change Italy faced, making you feel the craziness of what was happening. So, Pasolini explains a vision of the world that fascinated us. Which we have welcomed, accepted, and, therefore, contributed to prosper.

Although it is about Italy, we can find commonalities in many other countries. Indeed, it is worth reading to understand modern lifestyle and how to change it for the better.

Pasolini’s words on modern lifestyle


Here is an excerpt:

“I saw them, I saw them in crowds on August 15th. They were images of the most insolent frenzy, and they put such a commitment to having fun at all costs that they seemed in a state of ‘raptus’: it was difficult not to consider them contemptible or, in any case, consciously unconscious.
They have been deceived, mocked. A sudden and violent reversal (as regards Italy) of the method of production destroyed all their ‘particular’ and ‘real’ previous works, changing their form and their behaviour: and the new existential, purely pragmatic, values of the ‘welfare’ have taken away all dignity from them. But that was not enough: after being made monstrous (puppets guided by a ‘new’ hand, and therefore almost gone wild), well-being, the cause of their monstrosity, ceases to exist, while the puppet dance continues.”
(source)

So, Pasolini offered a bitter insight into the modern lifestyle and mass society. Call it welfare or progress. An illusion of richness and well-being, which is fake. In fact, the cost of this illusory prosperity and what it leaves behind is out of control. How many people cannot afford to satisfy basic needs? And what about the environmental devastation? Is it real progress?

Yet, we let it happen. This is our modern lifestyle. And to use Pasolini’s words, we are consciously unconscious. Now, isn’t it time to become fully conscious?

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Fashion Far From Consumerism

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Spring-summer 23: bringing back meaning


Can we think about fashion far from consumerism? Indeed, there’s a way of conceiving the fashion industry cleared of its toxic downsides.

Spring-summer 23, a sense of re-birth comes with the new season. And so, we want to take you with us on our journey out of the blob of mass-produced clothes. Come with us to discover rarities and excellence to bring back meaning in an industry that, as it is now, has lost it.

Fashion & consumerism


If fashion mirrors our society, what we see is growth mania. The industry brainwashed people into overconsumption and disposable culture. In fact, there is a constant need for novelties which has much in common with addictive behaviours. But this massified fashion comes with a cost. It has a polluting and destructive impact.

So, we want to take you with us on a different path, which we’ll hone season after season. There’s no perfection but the commitment to doing better, stepping away from pointless labels or empty claims.
Good design, well-made clothes are for those who can see them. However, attention to design, details, and materials are fundamentals to bringing meaning back into fashion.

Spring-Summer 23: niche fashion #formodernhumans


So come with us to explore the Spring-Summer 23: garments made with care and passion. Indeed, the sense of tailoring prevails. Silhouettes are slightly more defined but always comfortable. Specifically, materials have a pleasant hand feel, and lines don’t make your body feel compressed.

There are drapings, a design detail that adds a special touch to t-shirts and dresses, making them suitable for different body shapes. But also, cool military pants and exclusive knitwear. And shirts, timeless garments par excellence, improved with a modern twist, in multiple lengths. Plus comfortable flat leather shoes for your summer walks.

The selection is accurate, essential and in limited quantities. A design-focused slow fashion, far from consumerism. Indeed, garments feature a carry-over design, becoming made-to-last stylish classics.

What if the perspective of what you considered new so far is wrong?

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