Recensione di Elena Provenzani
lettura 8/B
by Sara Piccolo Paci
The article deals with style and fashion, and their consequent conception, in the contemporary world. The phenomenon of consumerism translates into the need to have, possess, buy, look constantly something new. Consumerism is also able to produce and circulate high sums of money. As far demonstrated, the need for change and transform oneself is connected with the desire and the necessity to distinguish and assert oneself. The need for change is deeply correlated with the physical and psychic sphere of human being. Our fashion style help us to establish ourselves in society and environment; our look is able to increase the self-esteem of man and to make him more secure in relationships with others. Our style matures also a greater awareness of man, of his identity,of the relationship of the individual with himself and society. In the current world is impossible to create or invent new styles or innovative items; what’s possible is to re-elaborate and reinvent old ideas and mold them into new trends and creations. Individualism has become one of the major trends in the past 15 years, this means that modern man hasn’t to respect and follow a standard dress code, but he as the freedom to dress according to his personal taste. This freedom implies that there isn’t an unique and defined fashion. The positive side is that man can reinvent himself everyday and change his personality and look. Our style is infact expression of our personality and inner side, moreover it helps us to be part of a group (generally, possibly the upper class). Consumerism has developed a true and proper branch of science and marketing which study processes and psychological mechanisms of man in relation to shopping and personal appearance. In order to recognize a trend a brand has to study the entire society in all her everyday acts and aspects ; for example a fashion company has to follow fashion events, go around through the city, watch TV, eat out in street cafés and restaurant, visit museum and local shops and markets, but overall travel around the world. What’s important to underline is the fact that nothing, even in fashion, is random, everyday choices are rational, also about clothes. Infact it’s demonstrated that trends are reflections of the more tragic needs and desires of our daily life. Because of consumerism and globalization everything can be bought for cheap, without any effort; there is no more exclusivity and originality. What in the past distinguished a man from another one is what now combines human beings. That’s the reason the return of vintage trend: to buy a vintage item means buy an unique piece, practically lost in the whole world. Recently catwalks has showed another trend based on erotic inspirations. Further raising trends are Eco and Earth trends and the return to love and respect nature and her elements. What makes a suggested unborn idea an official trend are two factors: brand and consumers. The brand has the role to advertise and study very well the target of sell, for which the product is planned, while the consumer through his choice gives and send impulses and messages of what prefers to brand. Consumers are an active element of the story. Infact consumers express their tastes following their inner compass, choices which will determine future program and collection. So designers have to follow the direction of consumer and their skill is to be able to marry the spirit of the time with the current culture, folklore and taste. In conclusion fashion world is a wild and huge ocean.
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