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Abstract
In 2016, several fashion houses decided to adopt the ‘see-now-buy-now’ scheme, by which the clothing items displayed on the catwalk are made immediately available for purchase. This has triggered an intense debate among operators and the general public on the nature and possible consequences of such a change in the fashion calendar. While the press has welcomed the formula as revolutionary, Kering Group has strongly opposed it, pointing out that temporal availability kills the luxury dream. In any case, this can be seen as the last phase of a longer process, that of the fashion industry gradually compressing its cycles of production and distribution.
With this backcloth, the chapter aims to provide an analytical overview of the relationship between time and fashion, with a focus on its recent development. Drawing from the extant scholarship on the socially constructed nature of time, the chapter profiles the different temporalities that are clustering in the fashion ‘timescape’. From the ‘neophilia’ linking fashion to ‘present-ness’, the chapter will move to consider the speeded-up reality of the current fashion system, with its dysfunctional approach to novelty. Within this scenario, three major temporal features emerge: a quest for deceleration; the appreciation of the (digital) moment; the multi-dimensional reclamation of the past. All these temporalities account for fashion as the space where cultural stances about time are shaped, negotiated, and practiced.
Perspectives on Communication, Education and Business
This book is a modern exploration of how we engage with fashion today. Through a series of articles this book shows the ‘ways’ through which we can approach fashion. The articles are organized around the following six sections: marketing, consuming, educating, communicating, embodying and positioning - each with a mix of research approaches and strategies. From sustainability and consumerism to street-style and street-food. From how fashion is taught across the globe to how fashion is communicated through photography and the media. We invite the readers to be curators themselves, and to create their own ‘augmented knowledge’ of fashion, by reading the varied themes in this book. Contributors are Claire Allen, Deidra Arrington, Naomi Braithwaite, Jill Carey, Federica Carlotto, Karen Dennis, Doris Domoszlai, Linsday E. Feeny, Nádia Fernandes, Jacque Lynn Foltyn, Alessia Grassi, Chris Jones, Lan Lan, Peng Liu, Mario Matos Ribeiro, Natalie C. McCreesh, Alex McIntosh, Alice Morin, Nolly Moyssi, Maria Patsalosavvi, Laura Petican, Jennifer Richards, Susanne Schulz, Ines Simoes, Helen Storey, Steve Swindells, Stephen Wigley, Gaye Wilson and Cecilia Winterhalter.
Perspectives on Communication, Education and Business
This book is a modern exploration of how we engage with fashion today. Through a series of articles this book shows the ‘ways’ through which we can approach fashion. The articles are organized around the following six sections: marketing, consuming, educating, communicating, embodying and positioning - each with a mix of research approaches and strategies. From sustainability and consumerism to street-style and street-food. From how fashion is taught across the globe to how fashion is communicated through photography and the media. We invite the readers to be curators themselves, and to create their own ‘augmented knowledge’ of fashion, by reading the varied themes in this book. Contributors are Claire Allen, Deidra Arrington, Naomi Braithwaite, Jill Carey, Federica Carlotto, Karen Dennis, Doris Domoszlai, Linsday E. Feeny, Nádia Fernandes, Jacque Lynn Foltyn, Alessia Grassi, Chris Jones, Lan Lan, Peng Liu, Mario Matos Ribeiro, Natalie C. McCreesh, Alex McIntosh, Alice Morin, Nolly Moyssi, Maria Patsalosavvi, Laura Petican, Jennifer Richards, Susanne Schulz, Ines Simoes, Helen Storey, Steve Swindells, Stephen Wigley, Gaye Wilson and Cecilia Winterhalter.