Josephine Collins, University of the Arts London
Putting together words like normal and fashion feels like a contradiction, but that’s exactly what Gap is doing with its autumn/winter 2014 advertising campaign, called Dress Normal. It makes a virtue out of the normality of its clothes and proposes that individualism comes from authenticity, not flashiness.
Gap is following the flurry of media discussion about “normcore”, a term coined by a New York-based trend forecaster K-Hole that has been present since last spring and early summer. Normcore elevates ordinary clothing – basic jeans, T-shirts and trainers, for example – … Read the rest
Mark Sumner, University of Leeds
The fashion industry has some major sustainability problems. By 2030, it is predicted that the industry’s water consumption will grow by 50% to 118 billion cubic metres, its carbon footprint will increase to 2,791m tonnes and the amount of waste it creates will hit 148m tonnes.
These predictions are in spite of significant progress being made by brands and retailers to minimise their impact. Many are using sustainable cotton initiatives to reduce water, energy and chemical use, new dyeing technology to reduce water consumption by up to 50% as well as numerous energy and … Read the rest
Harriette Richards, The University of Melbourne, and Natalya Lusty, The University of Melbourne
As Australian consumers step out of their loungewear post-lockdown, many might be looking to buy new clothes for themselves or as gifts.
Whether you’re buying sweatpants or sequins, online or in-store, ethical fashion shopping can be confusing. There are so many terms, certifications, and accreditation systems — not to mention the marketing spin and corporate greenwashing — to navigate.
Our recent research examined the impact modern slavery laws have had on consumer awareness about ethical fashion, as part of a larger project on modern … Read the rest
Hyejune Park, Oklahoma State University and Cosette Marie Joyner Martinez, Oklahoma State University
A massive force is reshaping the fashion industry: secondhand clothing. According to a new report, the U.S. secondhand clothing market is projected to more than triple in value in the next 10 years – from US$28 billion in 2019 to US$80 billion in 2029 – in a U.S. market currently worth $379 billion. In 2019, secondhand clothing expanded 21 times faster than conventional apparel retail did.
Even more transformative is secondhand clothing’s potential to dramatically alter the prominence of fast fashion – a business … Read the rest
Megan M. Carpenter, University of New Hampshire
When’s a brand too scandalous to trademark?
That’s a question the Supreme Court will soon decide in a case that tests the constitutional limits of free speech.
I attended the oral argument on April 15, when lawyers representing streetwear clothing label FUCT argued the company has a right to register its brand as a trademark, which helps protect against copycats. The United States Patent and Trademark Office had rejected it on the grounds that FUCT is “immoral” and “scandalous.”
As a trademark attorney and scholar, I believe it’s time the … Read the rest