|THE EYE OF THE BEHOLDER|
Aesthetics are the essence of each brand in our eco fashion world. They embody an entrepreneur’s unique artistic identity and are mirrored in the artefacts she creates. For me, this was always the scariest part of presenting my work in fashion school. Because design reflects the self of the creator and makes her vulnerable to the outside world. A direct attack to the pieces we developed in class, felt like an insult to who we were and was often a very emotional experience.
Aesthetics are also at the core of each venture when you view the entrepreneurial process itself as a work of art. When I think of my own start-ups, I resonate with the idea that how they have developed is more a question of the heart than of the head. Following my intuition, these entrepreneurial processes and what they did to my identity are like beautiful creations.
Many ethical fashion entrepreneurs start their business with the image of a gorgeous product in mind. This image leads them to build relationships with other people, based on a similar perception of aesthetics. An example is the designer in Sweden who desires an exclusive material for the dress she wants to create. In Japan, she meets a like-minded soul who has developed a fabric made out of soy beans which totally meets her expectations. The Japanese knows someone in China who has knowledge on how to sew this silky fabric without damaging it. And before the Swedish designer is well aware of it, she has built up a small value chain that scaffolds the creation of her dream dress.
Further down in the value chain, aesthetics play again a crucial role. When it comes to the moment of purchase, the aesthetical qualities of the fashion product are the main drivers for a female consumer to buy it or not. At this point in time, the sense of beauty of the customer aligns with the aesthetic identity of the creator of the piece.
I think it is important to be aware of aesthetics as one of the main building blocks of our industry. And to always remember that beauty is in the eye of the beholder.
written by ECC, February 02, 2010
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