This paper discusses the concepts and social dynamics of fashion imitation and custom imitation as put forth by French sociologist Gabriel Tarde (1843-1904). Specifically his 1903 book The Laws of Imitation will be introduced and used to argue that, and examine how, fashion has, since the turn of the century, increasingly become a global custom rather than the exemplary innovative force Tarde associated with fashion. The second part of the paper therefore suggests turning to custom and tradition may be fruitful to revitalise the current state of fashion and can cause new fashions to come into being. The traditional technique used by the people of the Dutch village of Staphorst to decorate the fabrics for their traditional costumes - Staphorster stippling - which is nominated to be inscribed on UNESCO’s list of intangible cultural heritage, is presented as a case study in which it is shown how cultural traditions may unilaterally contribute to ethical, ecological and innovative fashion design. It is furthermore argued that the reciprocal effect of the dynamics between custom and fashion accounts for the preservation of traditional skills and techniques. The text concludes by examining the chances and opportunities as well as the pitfalls one may associate with the proposed dynamic interaction between fashion and tradition.
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This paper presents the results of the research project ‘Going Eco, Going Dutch’ (2015- 2017), which investigated the production, design and branding of fashion textiles made from locally produced hemp fibers in the Netherlands. For fashion labels and designers it is often difficult to scrutinize the production of textile fabrics manufactured in non-European countries due to physical distance and, often, non-transparency. At the same time, many designers and established fashion brands increasingly search for sustainable textiles that could be recycled or upcycled after being used by consumers. For the project ‘Going Eco, Going Dutch’, local textile manufacturers and fashion brands closely collaborated to explore how to develop fashionable textiles made from locally produced hemp – from the very first fiber to the final branding of the fashion product. In addition to the technical insights on the production of hemp, this paper will present and highlight the importance of the visual identity of the textiles, which was created by using Dutch traditional crafts – suggesting that this should be understood in terms of Kristine Harper’s ‘aesthetic sustainability’ (2017) as an essential design strategy. In addition, this paper will reflect on the importance of storytelling by focusing on locality and transparency, and on creating an emotional bond and connection between producer, product and consumer. This paper will argue that this form of ‘emotional durability’ (Chapman, 2005, 2009) is essential to both design and branding strategies. Moreover, this paper will critically reflect on the performance of Dutchness – Dutch national identity – through these locally produced fibers, textiles and fashion products.
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Bij het Erfgoedlab Hanze ontmoeten de erfgoedpraktijk, onderwijs en studenten elkaar. Er worden opdrachten beschikbaar gesteld (cases en kennisvragen) en er worden excursies en lezingen georganiseerd. In deze bundel staan de projecten, activiteiten, opbrengsten en publicaties beschreven.
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