HOW WE CAME TO LOVE (AND REGRET) MASS FASHION

Why do we even need mass production in the 21st century? From my point of view, this is a relic of consumerist traditions that are worth a closer, critical look.

When did it start?

The development of new industries in Asia began after the end of World War II when both Asia and Europe sought the mass production of consumer goods. In the 50s and 60s, in America and Europe, there was an explosion of new life (the so-called “baby boom”) and, with it, consumerism on an unprecedented scale. Mankind had never lived so well nor imagined this new rate of consumption. It was a time of the realization of all material needs.

With the invention of synthetic and artificial fabrics, mankind gained access to cheap, unlimited raw materials and a huge market. Enthusiasm began to wane towards the end of the century when scientists began to loudly recognize the limited resources of the planet. For the first time, it became fashionable to wear second-hand clothes, and the protest Punk style conquered the catwalks.

But then comes a new wave. The brilliant people at Zara came up with the concept of a vertical brand, dominating the entire middle niche for themselves and others like them, both in retail and production. As a result of this globalization, many medium and small original brands, an entire class of producers, have disappeared. As a stylist and buyer, it was painful for me to watch how small family-owned shoe and clothing production in Italy disappeared from the face of the earth in the 2000s, and with them the variety of models and the quality of materials.

In the era of the Internet, mass clothing opened up almost unlimited markets and, with the onset of the pandemic, buying another cheap stupidity has turned into a dose of dopamine. How many of these do you have in your closet? Once worn - or even unpacked - purchases under the illusory pressures of what to wear in the first place? How often do you look into your closet, horrified that nothing can been done, that you don’t want to wear anything except what is in the wash?

The extraordinary opportunities of efficient production and easy access to markets have warped our relationship to what we wear and how we consume.

People, let`s be mindful. Brothers and sisters, let`s grow our consciousness and not our wardrobe.

Read about the director and inspiration of the project in the following article: Best Plan - No Plan or Just the beginning....