“If you're into "slow food" — the ethical response to "fast food" — you probably want to know how the animals were treated or whether pesticides were used on your vegetables. Now, the "slow fashion" movement is in the same spirit.”
Soraya Darabi, co-founder of the clothing line Zady
The current semester of the 2nd year students focuses on the Fast Industry and the Slow Movement in two sectors. These two sectors, Food and Appearace, are seeminly different. But when you peel back their layers, there is many converge between the two industry which makes them having a lot in common (Brones,2015).
The rise of Fast
At the beginning of the 21st century a new phenomena influenced the way we consume, the way we eat and the way we dress. Fast-everything emerged.
In a time where the speed of life determined our success. The industry of both food and fashion adapted their standards. Faster was better than fast, cheaper was better than cheap and quality started to matter less and less.
The reaction of our wants and needs were reflected immediately in the food and fashion industry. But do we understand the effects and consequences of this ultimo consumer society?
Generation Y or also named the Millennials are constantly pushed (in their work-field, personal goals, etc.) to speed up; they continually have to switch, adjust their work speed and 10 have to be prepared to work extra hours in evenings and weekends. Standing still or slowing down is a risk to get behind and to develop a gap that might not be possible to close again. Therefore time seems to be more valuable than ever. (Huijer, 2014: 8).
Change is needed in this stress-society. But what where the effects and which possibilies erected?
The need of Slow
The need for more, faster and for less quality triggered a counter movement. Within this counter trend, the food industry took the lead. In the late 80s several critical Italian intellectuals realized some things had to change, from both consumer as the industry’s perceptive. Changing into a more sustainable and ‘slow’ way of producing became a necessity and resulted into the foundation of the slow food movement (Peverelli, 2015). The Fashion scene followed almost twenty years later, in 2000 the first slow reactions of society and fashion labels arose. Still unable to compete with the system in reign. It was even waiting for 2007 to name itself Slow Fashion (Fletcher, 2007).
The term slow is of fcourse a reaction on the fast movement. But not particularly focusing on the speed part, more on a form of conscience, awareness and a sense of respect for materials and people.
So how does the fashion/appearance and food sector and the customer needs react on the current notions of fast vs slow?
photo: Sarah Backlund Photo: Vivienne Westwood
During LA 3 our 2nd year students will research the effects of Slow vs Fast in Appearance and Food. Be inspired at the end of this school year with their results. Leave your email here to keep updated!