Happy slowness vs fast fashion: a choice of awareness

At a time when there is much talk (and rightly so) about the very recent installation of the Shein brand at BHV, the co-founders of ARTIST wish to highlight their philosophy and their conscious choice of slow, human, and sincere creation.

In opposition to the destructive frenzy of fast fashion, what they call happy slowness was born from their awareness in creating their concept, and from the work of their well-tuned duo, driven by their passion, attention, and demand for quality.

 

( Brigitte and François, creators of ARTIST le Studio BF )

Globally, why do the 'praise of slowness' if we take up the title of Carl Honoré who in 2004 invited through his lines to rediscover the virtues of a more measured pace in our daily activities. In this book, the analysis is not limited to a simple reduction of pace, the author investigates at the heart of an opinion movement called 'Slow', which proposes to rebalance speed and slowness in our lives, and to find what musicians call tempo giusto.

And if a good use of slowness could improve our lives? Why are we in such a hurry? Can we and do we want to go slower? At a time when performance is required on all fronts of existence, François and Brigitte reflect aloud on this contrast between two worlds:

On one side, in a dynamic of respect and meaning; on the other, the bulldozer of disposable production, which dehumanizes work, exhausts resources, and destroys local industries.

( the unsold stocks of fast fashion .. )

They briefly revisit the burning issue in the textile and fashion field.

The media tells us that one of the oldest and most prestigious department stores in Paris would symbolize a form of capitulation of historical commerce in the face of fast fashion. Specifically, every night, nearly 600 cargo planes take off from Asia to deliver Shein around the world: a staggering figure that illustrates the ecological and human absurdity of the model. Here, there is no need to use the conditional; it is proven.

No doubt, behind these rock-bottom prices, workers are deprived of a decent life, subjected to extreme pressure, while European manufacturers are collapsing.

Worse, many people have no other purchasing power, perhaps no other choice or so little?

Even worse, Shein is not the only global player of its kind, unfortunately. If we try to be honest and objective, we know well that not only has the phenomenon existed for a long time, but the world is inexorably turning this way. It is schizophrenic. The world denounces injustice and the unacceptable but works and contributes nonetheless to its own downfall. The world is crazy, the world is shooting itself in the foot... But who is the world, by the way? Wouldn't we all have a share of responsibility? Conscious, unconscious... The digital magazine of ARTIST will not tackle such a vast subject.

It seems that hell is paved with good intentions. Certainly. Once we have said that, let us try to remain lucid, objective. With a good dose of humility, let us distinguish things and perhaps we will manage to make good resolutions... Hope and optimism characterize the Art-à-Porter of ARTIST.

An example of deindustrialization or very strong threats among many others: it is happening in the East, the cradle of textiles, right now. Liquidation of Aube Tricotage, concerns around Petit Bateau. Agony of brands of several generations, of exceptional industrialists with unmatched know-how in our territory. In this region, unions and employers are sounding the alarm.

"To survive today, 6.5 tons of activity per day is needed, otherwise it's the key under the door,"

explains Pascal Lucani, general secretary of CGT of textiles in Aube.

"There is not a single kilo of orders from Coq Sportif," notes Denis Arnoult, president of France Teinture, a family business that was essential in its field of expertise until yesterday, and of the Union of Textile Industries Champagne-Ardenne. This crisis endangers dozens of families.

 

 

( France Teinture is one of the most efficient dyeing companies in Europe. Artist carries out the dyeing of its famous super-stretch pants.)

In the face of this dehumanization of production, ARTIST chooses the path of 'happy slowness': that of well-done work, respect for time, teams, and materials. That of a creation that carries meaning and beauty, in contrast to 'always faster, always cheaper.'

The ARTIST concept is based on pre-order: the time of waiting

 By accepting to wait, each co-producer allows the ARTIST brand to best adjust the quantity produced and avoids overproduction. Ethical dimension, societal commitment, this cooperation is in line with a new way of life and consumption. In correlation with a 'NO' to immediacy, a resolution: to slow down! Participating in the production of one's garment, knowing all the steps, understanding and approving them including in terms of deadlines. Thoughtful purchasing, no longer impulsive, offers double satisfaction, at the very moment of the click that validates it and at the moment of receipt. This chosen phase of expectation provides the the sensation of sailing against the current of a fast fashion with cloned styles.

 Would we not want to wait because we confuse the time of impulse with the time of desire?

Perhaps we need to distinguish between good and bad waiting. Buying in pre-order means being intimately inhabited by a promise. Choosing slowness, hoping with delight, thinking positively about waiting as a source of evolution, a way of life, and why not an art-to-wear?

And if true luxury was taking the time to create, to craft with awareness, and to wear what has a soul?