What do we truly wear? Is it merely comfortable fabric for eight hours of office work, or a constructed image of who we are, or who we wish to be seen as? Perhaps it is both, and that is why fashion is subject to the fascinating tension between the real and the imagined. (Fashion is discussed here as both design and all related communications).
Reality aspect in fashion centers on real people and real lifestyles. It is not the antithesis of style, it is its foundation. Realistic approach to fashion represents the utmost care designers bestow upon those who wear their work. Life, literally, is not always a stage and we can’t and don’t always want to look as fabulous as Queen and King of the night at the expense of comfort. For any fashion that is meant for real people to dress in everyday lives, practicality may be paramount. Relaxed designs, high-quality fabrics, suitability for intended occasions, and meticulous attention to functionality allow wearers to navigate the ups and downs of daily life.
Beyond comfort, practical designs can actually empower the wearers. While pockets were once deemed necessary solely for menswear, a dress with pockets now represents a simple yet revolutionary concept, symbolizing freedom and empowerment. It's a statement of self-reliance. It allows women to carry their essentials without relying on external accessories and put their hands in their pockets when needed. It's a subtle act of defiance against the constraints of traditional gender roles, a reclaiming of autonomy in a world that often dictates otherwise.
I also value how transparency in fashion communication fosters trust in product manufacturing. Equally, I appreciate how authentic representation liberates us from unattainable standards of beauty and morality. By showcasing real products, real people and real lives, it makes us feel comfortable in our own skin and with the items we wear.
Today’s approach usually prioritizes practicality. But what if fashion is all about reality? I’m afraid that it will be similar to detergent, a functional solution to a problem, devoid of aspirational value - which is created by fantasy.
As a platform for individual expression, fashion has the power to “fashion an identity”, painting an image of who the wearers are or who they want to be with aspirations, which creates narratives around clothing and makes them more meaningful. This encourages people to dress in ways that reflect their inner selves or their dreams, whether that's embodying the elegance of a noble lady, the craziness of an artist, the courage of a leader, or the grit of an athlete.
Reality binds us to products, but fantasy forges a connection to our very selves. Aspirational imagery inspires us to explore and express our authentic selves. And with fashion’s ability of physically and emotionally transporting wearers into a state of being, we can live the fantasy, not just seeing it. By triggering and reinforcing self-connection, fashion brands can cultivate a lasting and meaningful relationship with its audience.
On the pendulum of reality and fantasy, a brand may ask where its sweet spot should be given it’s not always in the middle. The answer is it depends on the business model, brand ethos and who its customers are. While overemphasis on dreams risks alienating the audience, an excessive focus on pure reality threatens to render a brand emotionally sterile, dissolving it into a sea of indistinguishable competitors. The key here lies in crafting a consistent and appealing narrative that resonates with customers.
© 2020-2024 Narrativ.Design. All rights reserved. The author is the Brand Partner at Narrativ.Design. She has understanding of branding and creative aspects of fashion with a great passion for fast-changing industries. You can reach her at connect@narrativ.design
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