Slow luxury is a strategy to help popularise slow fashion by stripping luxury back to its essence and re-focusing on craftsmanship, quality and timeless designs.
The fashion industry has been corrupted by the democratization of fashion, fueled by a hunger for speed and money. There is an imminent need of a more meaningful way to design, produce and consume. We have to focus on the pressing issues in the industry and recognise the need to incorporate deeper values in the products created. Slow fashion, the fashion equivalent to the slow food movement, carries the necessary values for a mental shift in the industry. Nevertheless, it has not yet gained popularity. There is a new type of luxury evolving from the consumer culture’s desire for change. Slow luxury is the term I am coining in order to define the ideal combination of “slow” concepts and the primordial elements of luxury to encourage a deeper and meaningful fashion system. Slow luxury is a strategy to help popularise slow fashion by stripping luxury back to its essence and re-focusing on craftsmanship, quality and timeless designs.
Slow luxury is the ultimate expression of authentic substance and quality, it is the quintessential essence of permanence that consumers desire when purchasing luxury. Consumers would benefit from turning their focus on emotionally durable products and services that will be a life-long indulgence and investment. In addition to being a combination of the new (innovative designs) and the old (heritage craftsmanship), Slow luxury is also about balancing fast and slow rhythms of producing, designing and innovating for a better way of life. It is about bringing back the essential values of luxury and its tradition to promote a healthier production and consumption mind-set. A designer’s job is no longer about creating physically appealing products or catering to utilitarian aspects of a design. It is about finding ways to offer a meaningful connection to products purchased by consumers. The market is oversaturated with so many different products that to differentiate is to offer quality with a deeper meaning in the design.
Slow luxury could be the future of luxury, a new luxury carrying deep-rooted values represented by slow fashion. It is essentially luxury fashion with consciousness. The new strategy for the fashion industry is about making the appropriate changes to create a better way of solving existing issues. For fashion designers, it is about balancing one’s own values as a designer to create a better relationship between the consumer and the product. As designers equipped with the ability to bring a different vision to our society, new solutions can be brought to create a cultural shift and help consumers make better choices through improved quality in products and life in general.
Meet other experts on the topic, and check out their ideas in the following video: http://bit.ly/11T7rGp
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