in a search for newness

In times when daily overconsumption and highly widespread commercialism thrive, people are desperately searching for newness, looking for ways to exercise their otherness among the mass. And it is fair to say it is a hard task, especially now, when a person that is trying to be different ultimately ends up being part of one of the social groups, commonly named ‘alternative’. People stopped understanding the basic process of gathering inspiration, mistaking it for taking something from others, but losing their personal element in the process. It is as if we have to take it all in, rather than look out for ways to carefully curate it to our style. There is a general lack of individuality within ourselves even if we heavily try to revive it. And the current market strategy is not helping with the problem. The new trends emerge and die as quickly as consumers decide to buy yet another, seasonal garment. Many times while observing supposedly new season collections we see pieces that, we could swear on our dear life, were already seen somewhere else, thus engraved into our memory. Of course, there are a lot of new, absolutely exciting projects, pieces, and editorials but most of the time we are bored with the lack of innovation or with the fact that we cannot innovate ourselves. But the overconsumption and unstoppable creation of trends kill not only individuality but also affect our planet. The fight for creating a sustainable fashion and in general consumption is there, but whether it is a truthful attempt to actually change the ethos and transparency of product life-cycle processes or only a pitiful act of greenwashing, is a question to the consciousness of each one of us. With that, it is important to point out the preloved buying movement that came into demand and is hopefully going to stay, with many online and stationary stores or boutiques providing clients with tasteful selections of singled-out samples of fashion good old days. Whether you are an enjoyer of them or not, it is probably one of the biggest, current obstacles for the mass production movement to tackle, in the burning crusade for the ultimate killing of one’s identity.