Our Story

Fashion is a form of self-expression and autonomy at a particular period and place and in a specific context, of clothing, footwear, lifestyle, accessories, makeup, hairstyle, and body posture.The term implies a look defined by the fashion industry as that which is trending. Everything that is considered fashion is available and popularized by the fashion system (industry and media).

Given the rise in mass production of commodities and clothing at lower prices and global reach, sustainability has become an urgent issue among politicians, brands, and consumers.

Definitions

The French word mode, meaning “fashion”, dates as far back as 1482, while the English word denoting something “in style” dates only to the 16th century. Other words exist related to concepts of style and appeal that precede mode. In the 12th and 13th century Old French the concept of elegance begins to appear in the context of aristocratic preferences to enhance beauty and display refinement, and cointerie, the idea of making oneself more attractive to others by style or artifice in grooming and dress, appears in a 13th-century poem by Guillaume de Lorris advising men that “handsome clothes and handsome accessories improve a man a great deal”.

Fashion scholar Susan B. Kaiser states that everyone is “forced to appear”, unmediated before others.Everyone is evaluated by their attire, and evaluation includes the consideration of colors, materials, silhouette, and how garments appear on the body. Garments identical in style and material also appear different depending on the wearer’s body shape, or whether the garment has been washed, folded, mended, or is new.