What if future clothing consumption was defined by hyper-productive sharing, achieved through re-imagining the relationship between clothing and consumers?
Kinga Zablocka and Eva Celine Lynau are exploring this future.
Wanting to preserve the love for clothes and fashion, they propose dating your clothes, as you would searching for your future significant other
In the app, each clothing item gets a name, age and a bio, telling its life story and use potential. The information plays on the fashion and clothing knowledge of the app user and treats the garment more as a person than as an object – i.e., a life companion.
For, as evidence suggests, it is not those most interested in fashion who have the biggest impact on the environment; they have the confidence and creativity to play with fashion codes and to reuse existing fashion resources in new configurations. Rather, it is those people who are ‘a bit interested’ in fashion, and perhaps insecure or anxious of not fitting in, or feel pressured to conform to a particular look or lifestyle that have the most deleterious effecton the resource base. This group feels the need for constant new arrivals in their wardrobe to convey their fashion identity, to be ‘right’.
Kate Fletcher & Theresa Tham, 2019, p. 57
