Vibrant - Why?

Why?:

With the advancement of personalized consumption, people are seeking individualization as their fashion form of expression. As younger generations become the main consumer of our time, their views on well-known luxury brands are shifting, also affecting the desire to shop independent designers. Products of independent designer brands always present some distinctive features, personal beliefs and a sense of personality, giving added value to each design.
Independent designers around the world derive influence from their ethnic and regional backgrounds. Their brands are viewed as attractive as they perfectly integrate fashion, culture and ethnicity while living in a world that honors diversity.
Ethnicity has become more and more distant with globalization in terms of fashion. Although we nowadays live in an interconnected world, in which it may seem easier to have an exchange of cultures, the reality is that fashion industry giants have taken this opportunity to commercialize their products everywhere they can. These fast fashion companies introduce brands through their own mega-stores, but do so simultaneously through major advertising and a heavy social media presence. It seems we are caught in an industry that is currently questioning ethics more than ever before, but can’t give up the ease of shopping fast fashion and the negative repercussions that come with it. So, we find ourselves with one question left: how to make ethnicity, cultural identity and locally-based brands a global subject that can transcend and stay?
Broadening every individual’s understanding of cultural norms and the negativity associated with cultural appropriation can lead our generation and those to come into a more accepting, ethnically-shared fashion world. Respect, open-mindedness and a desire for a lack of ignorance is key in expanding the designs created and the way in which they are worn. In terms of cultural norms, each culture has a “ideal beauty” and something different they look to emulate. Similarly, cultural appropriation becomes a negative process when a style is taken from another culture in a way of disrespect, rather than inspirational influence. Our goal is to bridge the gap in tolerance and thoughtfulness within these issues through fashion exploration.
Lastly, trend forecasting keeps the consumer one step ahead. However, it is not only about analyzing fashion trends, but also looking into all aspects of culture from the creative arts, media and travel, to underground subculture movements. When this is put in combination with political and economic research, an even deeper connection to emerging trends can be formed. Moreover, in modern day, people are lacking the knowledge of fashion’s origin. We are constantly looking ahead and rarely behind, but trends feed from the past, present and future. Forecasting must incorporate all points of view in order to maintain cultural accuracy.