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The Unfashionable Fashion - Exploring a new value proposal, a potential for systemic change

Oda Midtlyng Klempe

Diplomprosjekt

InteraksjonsdesignTjenestedesign
Vår 2016
Institutt for design

Berit Lindquister
Mosse Sjaastad
Kjersti Kviseth
What if we can redefine “fashionable” to something more than just colour, style and appearance?  Can “fashionable” become an attitude and a lifestyle, embracing creativity, quality and the exchange of knowledge? I have explored how we can use those values in a different way, a proposal to change the traditional value chain into a value system, a system that can be good for people, planet and profit.
Fashion is a cultural phenomenon about material things, trends and personal expression.  I have looked at fashion in clothing, often referred to as the fashion industry. This is an industry that has brought joy and profit to many people around the world.  However, it is also an industry that has become the second dirtiest industry on this planet, after oil and gas.  Sustainability is high on the agenda in our society today and consumers are becoming more aware and engaged.  When the fashion industry is not listening, one could claim that it is no longer up to date.  Has fashion become unfashionable?

This project is about sustainable fashion.  My proposal is a model of a different value chain where the user experience is accentuated and sustainable values are heightened.  It is a value system called EVLOVE – forever evolving love for clothes.  The values are individuality through personalization and knowledge and trust through transparency.  The aim of the model is to create an attachment between the customer and the garment so that clothes can have a long and evolving life cycle.  I have done a pilot of a 100% Norwegian made scarf to exemplify and test the benefits of the system. As a second step I have put the system into a larger context to explore how this could have a systemic impact.  I hope to inspire the fashion industry; the makers, the distributors and the customers, to move towards the new fashionable.

 



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Oda Midtlyng Klempe  |  odaklempe@gmail.com  |  +47 92413892