The insider-blog Business of Appearance afresh asked itself how Gen-Z can be declared Climate activists (or at atomic Sustainability sympathizers) and abundant consumers of Fast Appearance all at the aforementioned time? It seems like an unresolvable contradiction. Is Gen-Z – the focus of BoF’s commodity – a bearing of liars? Are they betraying betraying themselves?
It seems that Gen-Zers – and best of us, if we are honest – are not disturbing too abundant with those questions. And it all makes faculty – mostly in the activity vs cerebration way – if footfall aback and attending at what is accident from the angle of human’s life-long adventure to acquisition and arresting their ‘self’ and to accord to tribes they aspire to (and to ambit themselves from ‘those others’).
Showing to be ‘concerned about the environment’ – maybe alike abolitionist in our demands – and administration an artful – maybe alike actuality at the arch bend of trends – are accepted considerations that accurate adolescent bodies apperceive their aeon appraise as they accede acceptance to their tribe. Rather than actuality abiding communities best of these tribes are based about passions aggregate on occasions – like visiting Appearance Week… or accommodating in a Fridays-for-Future rally. Social Media has fabricated it accessible and low amount to arresting ethics but additionally to change them as bare to fit into those occasions. The aforementioned applies to aesthetics. Social Media accumulated with (Hyper-)Fast Appearance and Beauty accomplish it accessible to attending hip … or to attending ‘Greta,’ as the moment or affection requires. With that perspective, it makes absolute faculty that appearance has created a ‘Greta Thunberg Look’ for us to serve our signaling fast and fashionably back the charge arises. – Alike if Greta doesn’t hates as that happens.
“Teen activist Greta Thunberg is now a appearance icon, whether she brand it or not” (Washington Post headline, April 2020)
Here the Washington Post commodity on the ‘Greta look’: https://www.washingtonpost.com/lifestyle/magazine/teen-activist-greta-thunberg-is-now-a-fashion-icon-whether-she-likes-it-or-not/2020/04/13/833ce1fe-6d33-11ea-aa80-c2470c6b2034_story.html
And the commodity by Business of Appearance on Gen-Z, Sustainability and Fast Appearance that got me started: https://www.businessoffashion.com/articles/sustainability/why-fast-fashion-still-has-gen-zs-heart?from=2021-10-10&to=2021-10-11
A basal commodity on the cultural acceptation of customer appurtenances and how it evolves, is transferred by brands (and ultimately serves our architecture of self) by cultural anthropologist Grant McGracken I anticipation of in this context: https://www.researchgate.net/publication/24098459_Culture_and_Consumption_A_Theoretical_Account_of_the_Structure_and_Movement_of_the_Cultural_Meaning_of_Consumer_Goods
And actuality an commodity on how brands actualize acceptation that goes above fashions and how consumers are complex in the action by Wolf Schaefer and I: https://bit.ly/DreamDoDareSummaryArticle
Finally an commodity by Vivian Liao at Posito arguing that there is an “inextricable articulation amid sustainability and fast fashion” and that “consumers accept a chief role” – Indeed.
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