Fashion’s influence is reaching much farther than the silver racks this time.
In the words of design John Galliano, “Fashion is above all an art of change.” What once served as filler for the bulky set of drawers sitting in the corner, now serves a much different role- one of influence and of communication. Through the various marches that are taking center stage in current news- women, children and men are using clothing as a suit of armor. It serves as a tool of empowerment, encouragement and entitlement. Clothing has become a way for people with like opinions to stand together- unifying some and spreading a message. Faces in the public eyes such as celebrities and socialites have jumped on this trend working to use this form of visual communication on their large social media and platforms of outreach.
Although this trend seems to be present more than ever, this is no new feat. This strategy, coined as ‘fashion activism’ by designer Céline Seeman, has been around since the 1960’s. So why the sudden interest by the world of high fashion and powerhouse retailers? The simple answer is engagement. The major players in the fashion industry seem to have been faced with a unique opportunity to engage with their customers and not only connect with them, but spread their ideas and increase the influence. By creating products that serve a greater purpose they are pleasing the customer and encouraging progress of the cause at hand through visual communication.
Given recent shifts in customer wants and needs, this is no surprise. Alongside politics and platforms, interests in products that serve a great purpose is higher than ever. Authentic clothing that hold or communicate a story is more desirable. Online retailers such as Amazon, have also turned this consumer need back to meaning and away from mass manufacturing. Uniqueness is now criteria for most as the options for clothing is limitless. Therefore, this use of clothing is not only a successful tool, but a desired good.
What this situation does propose is the perfect recipe for change. With the industry leaders on board and consumer needs adapting in the same direction, the happy marriage of the two has created the opportunity for a greater impact with a few stitches and fabric.
Continuing to look forward, fashion has proven its limitless nature as an oyster shell of possibilities. It seems to be time to look to your wardrobe for help more than your phone in this time period of engagement and activism.
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