Tuesday, 19 October 2010

Quote of the Month

Fashion is inconceivable except as image. Fashion plays out in images, not on the streets. The fashion industry is intimately entwined with the logic of the illustration, the presentation. What stimulates our imagination are the illustrations, far too rarely the clothed individual himself. Less and less do we see the clothed person as an image, but more and more as a two-dimensional interpretation of that image. There is no fashion without the resonance in the logic of the illustration.

Lauwaert, Dirk, ‘I. Clothing and the inner being II Clothing is a thing III Clothing and Imagination IV Democratic snobbery’ in Brand, Jan, and Teunissen, José, Editors, 2006, The Power of Fashion: About Design and Meaning, Arnhem: ArtEZ Press and Terra Lannoo. pp: 183

This month's quote concerns fashion's relationship with images, and particularly the notion that because fashion is mostly perceived through images (such as those in magazine spreads) its aspect s flat. Yet this disconnects fashion from its very real haptic or tactile qualities. In exploring how and why fashion has become so popular as to be used in the promotion of such a wide variety of products, as I attempted to explain in my paper presented at the 2nd Global Conference on Fashion in Oxford, in part this is due to the very tangible nature of fashion. For everyone, the touch-quality of fashion is something that is perhaps very specific to the enjoyment of fashion - while we can all aspire to the images perpetuated through glossy fashion magazines - in ''real=life'' we also experience fashion through touch - with the clothes both in our wardrobes and those we encounter in shops. It is this tangible quality that many non-fashion brands and products seek to emulate in attempting to attach the idea of fashion to enhance the allure of their own products or services. Visible in the car industry, electronics and food. While the image of fashion remains important it is through the physical notion of touch that we perhaps truly experience fashion.

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