Design fiction - Diploma project 2020

Fast fashion has become a dominant model in recent years. From industry to retail, this model is based on the principle of mass selling of low-cost products. In this society of hyper-consumption everything is allowed, and done to make people consume.

The fashion window – an attraction that creates the temptation to enter these temples of consumption – is a space that drives desire, inciting to purchase. It plays with the desires and frustrations of consumers, ‘selling them the dream’. These shop windows, with their frontal and inaccessible dimension, alienate and maintain a form of frenzy, vertigo and hypnosis. They manipulate by playing the card of sensitivity and immediacy.

A garment, according to its expression, its display in a window, contains much more than mere beauty. It contains an art of living, almost something of the order of the ideal. For the consumer, it is not so much the question of beauty or utility that arouses fantasy and desire, but rather the idea of these clothes through a certain mythology. What is important is that the language used to stage the object of desire is meaningful, that it expresses a dream, a fantasy.

But between the dream, the quest for a certain happiness, often confused with the fact of possessing, and the much more reductive reality, disappointments and frustrations are created.

The awareness showcases are alternative windows built as intuitive or reflexive autonomous worlds, inviting the spectator – consumer to contemplate in a questioning way his own relationship to consumption.

Each of the windows is distinguished in a unique format, thus offering a wide palette and a new dimension to the fashion window. They represent a variation of the real, a theatricalisation and are projected into worlds of dreams and fantasy. They’re spaces of protest and questioning of the fashion system.

Discover more about the narrative and the formats of each of the showcases (french version):︎︎︎ ︎︎︎ Vitrines Consciences