Positionally Statement

I have always been drawn to fashion and the concept of expressing my identity through what I wear. From a young age I began to develop my textile skills learning to sew, knit and crochet which then further developed into learning about how this was being made on a larger scale. This then introduced me to the detrimental impact the mass production and overconsumption of textile products has on the environment. Over the past 4 years I have immersed myself into researching and understanding the current attempts to resolve and address this issue and try my best to support textile businesses who make a conscious effort to prioritise sustainability in their practice. 

In my studies at university through Commerce, majoring in Marketing, I have a greater understanding of current business practices and the ways in which they operate. This is particularly important and gives me a greater understanding of how this issue of fast fashion and creating garments through mass production arised and developed into what it is today. The concept of consumerism was exacerbated through the development of mass production as a result of businesses aiming to minimise manufacturing costs to maximise their profits as a result of the Industrial Revolution (Niinimaki & L, Hassi, 2011). Standardisation of products was seen widespread throughout the manufacturing industry, commonly seen in furniture design. Marketing campaigns and manipulation techniques were and still currently used to convince everyday people to be unsatisfied with what they have and want to purchase new products. This has the ability to reduce an object to a mere commodity which in turn, impacts an objects agency. Although standardisation in the fast fashion industry and globalisation of design has increased access and equality throughout global communities the volume in which has been produced outweighs and provides greater concern to the environment. 

As a consumer and target for major marketing tactics I find frustration in seeing fast fashion businesses have such a high turnover of clothing. What once was “seasonal” fashion is now company’s like Zara releasing new product ranges every two weeks (Hugos, 2020) and over 400 million items of clothing a year. This delusion and unsustainable mindset to need new clothes every two weeks or to stay ahead of the newest fashion ‘trend’ has manifested into the current consumeristic behaviours we face today. Due to this lack of craft and consideration in the garments design it has allowed clothing to become a commodity which resulted in these objects having less agency (Jongerius & Schouwenberg, 2015).