Why Fashion?

“Clothes make the man. Naked people have little or no influence on society.” This quote by American Author Mark Twain reflects the prevalent position of fashion in society. Fashion is a cultural phenomenon that captures zeitgeist (the spirit of the times) and mirrors the evolution of society. Even though some might argue that this frivolous … Continue reading →

Introduction: What is Fast Fashion?

The rise of fast fashion has revolutionised the fashion industry. It provides the mass market cheap and trendy items based on pattern seen on the catwalk during fashion weeks. Fast fashion brands have acquired a well-rounded infrastructure  that allows them to manufacture inexpensive copies of new designs and distribute them in stores within two weeks. The fast … Continue reading →

Design VS Copy

Fashion is a never-ending cycle that constantly reinvents itself. Trends rise to a peak and then fade out until they are resurrected years later.There is only a number of things one can do around a pair of pants, a dress or a blazer. This is why designers seldom “create” something completely new. Rather, they reinterpret, … Continue reading →

Dictatorship of Appearances vs Democratisation of Fashion

A dictatorial cult of appearances prevails in Lebanon. Appearances became one’s social capital mobilised to climb the social ladder. Presenting a trimmed self-image has almost become a necessity to participate in what Robinson (2012) calls the social circus. Women are under a tremendous amount of pressure to look their best under all circumstances. Clothes play … Continue reading →

How do Fast Fashion Brands Generate Desire?

Nowadays, fast fashion brands are prevalent in the majority’s closet. Their financial appeal is great if not best incentive  but it isn’t the only one. Fast fashion brands follow a well-rounded strategy to create some sort of “addiction” to their stores. This is how they do it: .        High turnover rate & small batches: Stores … Continue reading →

Bulimic Consumption

Fast fashion brands with the above mentioned tools have managed to create a bulimia of consumption. Consumerism to an unhealthy level. “Fast fashion, with its throwaway mentality, encourages a feeling that everything is expendable. It can foster a sense of impermanence, even restlessness, as a shopper goes in pursuit of the hottest new style,” says … Continue reading →

The Sad Truth: What Lies Behind Consumerism

On 24 April 2013, a factory called Rana Plaza collapsed in Bangladesh. Over 1,127 perished in this deathly industrial incident. The collapse has provoqued a general outcry in public opinion. Fast fashion exists through the exploitation of cheap labor in emerging country. The voracious demand for fashion has fuelled an unsustainable demand for labor. This cheap … Continue reading →