FailFake

FailFake

1.- Cyclical: fashion follows a cycle of change- adaptation- decaychange. Therefore, it is constantly reinventing itself, which means that the product cannot be stored from one season to the next, and forces the entire product catalog to be reinvented. It is curious to see that even when products are changed, brands will maintain their long-term meaning for the consumer. The collection is reinvented every season, but not the brand. Therefore, could the brand be used as an identity construction element, rather than an expired garment?  

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2.- Ephemeral: fashion is subject to change, the so-called "fashions". Using the nomenclature that Barthes raised in Sistema de la moda (1978), we see that "fashion" would have a substantive character and would refer to fashion generally understood as a process of change and imitation, while "fashions" would be more point trends well.  
 
3.- Challenge the past: challenge the rigid in favor of individual expression. Fashion is a look to the future and a challenge to custom, since not only does it imply a constant renewal but without this renewal fashion would be meaningless.  
 
4.- Reactive: fashion works by reactions to previous fashion. This reaction leads us to a new stadium that will consolidate and will eventually decline. And, at that moment, it will be when a new element will appear that will reactivate the chain.
 
5.- Paradoxical: fashion aims to distinguish the individual, make it different, but in turn, people seek group recognition. It is also paradoxical that fashion is launched to break and innovate, but without going over, since the consumer must feel identified with it.
 
6.- Exhibitionist: fashion is exposed to the public; it is designed to be seen.  
 
7.- Global: fashion does not present significant differences between western countries, although it doeswith Asians, especially those highly conditioned by religion or tradition. Trends are launched internationally and both production and consumption are done without regard to localisms.