Translated by Isabel G. and Sofia Bohórquez

 

Between the diverse factors that can contribute to sustainable and responsible fashion, we talk about materials, dressmaking methods, resource utilization, and respect for the work values of all the parties involved. But it is clear that nothing of these is enough in the maelstrom of overproduction and consumerism in which society has been involved after decades of surges of advertising, seasons, and trends that convince us to need non-stop.

 

In addition to the improvement in the productive and logistical sections, the brands that are committed to sustainability have to be friends with the undeniable necessity for transparent communication and genuine connection with their consumers. The weight of sustainability on the shoulders of young brands and artisans is quite heavy because today’s system only favors large-scale production, and even when new proposals are loaded with good intentions, the incursion of sustainable practices comes from factors transversal to productivity and consequently to “technique.” The viability of “sustainability” is evaluated in terms of time and savings, and when there is nothing more than a practical solution that lacks a clear purpose, this is perceived as another instrument of the system for prolonging the dynamics of consumption.

The question concerning technology, according to Heidegger

When we talk about technology, we refer to a complex series of gears that reduce its nature to a simple permanent reserve fund. Now, the threat is not the “technology” itself; it is “where enframing reigns, there is danger in the highest sense.”

“But where danger is, grows the saving power also.”

 

1 Heidegger says, citing Hölderlin, to end up re-signifying that “»To save» is to fetch something home into its essence.”

The role of the man, or in this case, the actors in any production area —designers, brands, artisans —in the fashion context is to guard the essence of such technology, shield the dignity that originated the primary gear movement, be an attentive listener of the process, and not be one more servant of the “permanent fund.”

 

The essence of the technique.

In my perspective, the essence of the technique translates to the emotions and intentions behind the creative process. It is aspirations and dreams that give shape to something until its materialization. Among the different tools to connect with that essence, one of the most undoubtedly powerful are words. Therefore, I would like to suggest some ways to protect the dignity of that spark that moved the gears for the first time:

 

To explore and expose the concept.

 

Every idea, garment, or product originates from a creative process, whether the author is conscious of it or not. During this process, problems are solved, and at the same time, an internal journey manifests into something tangible, serving a utilitarian purpose or contributing to aesthetic and beauty, both of which hold significant value. Even those who approach their work in a rational and pragmatic manner are influenced by sensations, eras, and emotions that drive them. By exploring and exposing this concept, we give meaning to the product that goes beyond its visible attributes, forging a connection between the product and the consumer. 

 

Stamp the essence.

 

In addition to individual stories or groups that comprise entire collections and proposals, there are values ​​that unite the identity of a brand over time, where the immutable becomes the essence. The essence or values of a brand are not simply stated, but rather they are imprinted into every facet of communication. 

 

Communicate sustainability.

 

Transparency is one of the values ​​most closely related to sustainability. A brand that communicates its commitment to making increasingly sustainable decisions, establishes the challenges that come with these decisions, and understands sustainability as a constantly evolving path, achieves an authentic and human approach with like-minded consumers.

Credits: Liza Summer, Pexels, royalty free.

 

An inexhaustible resource.

 

Sustainability is built on lasting relationships that are functional and far from exhausting; they add value. Stories stimulate the senses and provide an energy that goes beyond  the product or garment. Promoting a fashion industry that encourages consuming less is closely tied to creating an industry that fosters greater connection. In a world filled with images, words are an inexhaustible resource and a potential ally to connect with what cannot be seen but still silently influences each consumer. 

 

References: 1 Heidegger, M (2021) La pregunta por la técnica, p.45. Barcelona: Herder Editorial, S.L.