2014

IS CONSUMERISM OUR NEW WAR, AND HIGH STREET OUR NEW BATTLEFIELD? WHAT DOES THE CONSTANT USE OF MILITARY REFERENCES IN FASHION ACTUALLY IMPLICATE ON, AND HOW WOULD WE DESIGN THE UNIFORM OF WESTERN SOCIETY AND CAPITALISM?

ONE OF THE MAIN PURPOSES OF FASHION IS TO MEDIATE AN IDENTITY THROUGH VISUAL COMMUNICATION; FASHION IS A MOVEMENT WHICH IS SUPPOSE TO SUPPORT AND CELEBRATE PERSONAL EXPRESSION. IF A UNIFORM IS THE ULTIMATE SIGN OF OPRESSION, FASHION WOULD BE THE ANTI THESIS OF EVERYTHING THAT A UNIFORM REPRESENT.

IF THE CITIZENS OF THE WESTERN WORLD WERE TO LOOK AT THEMSELVES AS RELEASED FROM ANY GOVERNMENTAL OPRESSION, IT'S RATHER CURIOUS THAT THE FASHION MEDIA ARE ASKING US TO VOLONTARILY DRESS ACCORDING TO WHAT THEY PERCIEVE AS SUITABLE OR NOT - AND THEREFORE EVEN MORE INTERESTING THAT THE FASHION CONSUMERS ARE, WILLINGLY, TURNING THEMSELVES INTO A HOMOGENOUS MASS.

COULD THIS GENERICITY PROVE THAT MAINSTREAM FASHION ARE NOTHING ELSE THAN YET ANOTHER UNIFORM, AND THAT THE ARMIES OF THE WESTERN WORLD HAVE REPLACED UTOPIAN VISIONS AND BATTLES WITH CONSUMERISM? IF A POLITIVAL REVOLUTION WANTS THE IDIVIDUAL TO IDENTIFY TO AN IDEA, AND ALSO DRESS ACCORDINGLY, COULD IT BE THAT THE WESTERN WORLD [AND THE POWERS THAT MAINTAINS OUR FINANCIAL SYSTEM] ARE ASKING THEIR INHABITANTS TO IDENTIFY WITH CONSUMPTION?

PHOTO: CAROLYN KANG
MODEL: ANNIE MACKINNON

Matilda Söderberg, White project, Central Saint Martins Matilda Söderberg, White project, Central Saint Martins Matilda Söderberg, White project, Central Saint Martins Matilda Söderberg, White project, Central Saint Martins Matilda Söderberg, White project, Central Saint Martins Matilda Söderberg, White project, Central Saint Martins Matilda Söderberg, White project, Central Saint Martins

2014

IS CONSUMERISM OUR NEW WAR, AND HIGH STREET OUR NEW BATTLEFIELD? WHAT DOES THE CONSTANT USE OF MILITARY REFERENCES IN FASHION ACTUALLY IMPLICATE ON, AND HOW WOULD WE DESIGN THE UNIFORM OF WESTERN SOCIETY AND CAPITALISM?

ONE OF THE MAIN PURPOSES OF FASHION IS TO MEDIATE AN IDENTITY THROUGH VISUAL COMMUNICATION; FASHION IS A MOVEMENT WHICH IS SUPPOSE TO SUPPORT AND CELEBRATE PERSONAL EXPRESSION. IF A UNIFORM IS THE ULTIMATE SIGN OF OPRESSION, FASHION WOULD BE THE ANTI THESIS OF EVERYTHING THAT A UNIFORM REPRESENT.

IF THE CITIZENS OF THE WESTERN WORLD WERE TO LOOK AT THEMSELVES AS RELEASED FROM ANY GOVERNMENTAL OPRESSION, IT'S RATHER CURIOUS THAT THE FASHION MEDIA ARE ASKING US TO VOLONTARILY DRESS ACCORDING TO WHAT THEY PERCIEVE AS SUITABLE OR NOT - AND THEREFORE EVEN MORE INTERESTING THAT THE FASHION CONSUMERS ARE, WILLINGLY, TURNING THEMSELVES INTO A HOMOGENOUS MASS.

COULD THIS GENERICITY PROVE THAT MAINSTREAM FASHION ARE NOTHING ELSE THAN YET ANOTHER UNIFORM, AND THAT THE ARMIES OF THE WESTERN WORLD HAVE REPLACED UTOPIAN VISIONS AND BATTLES WITH CONSUMERISM? IF A POLITIVAL REVOLUTION WANTS THE IDIVIDUAL TO IDENTIFY TO AN IDEA, AND ALSO DRESS ACCORDINGLY, COULD IT BE THAT THE WESTERN WORLD [AND THE POWERS THAT MAINTAINS OUR FINANCIAL SYSTEM] ARE ASKING THEIR INHABITANTS TO IDENTIFY WITH CONSUMPTION?

PHOTO: CAROLYN KANG
MODEL: ANNIE MACKINNON