Unit one: Function of Clothing

 Identifying purpose and functions of

 Purpose and functions of clothing clothing

 Identifying influential factors in fashion

 Factors influence fashion industry industry.

 Identifying characteristics represented in

 Clothing characteristics clothing

 Identifying function of clothing

 Function of clothing
 What is function clothing?
 Clothing can insulate against cold or hot conditions, and it can provide a
hygienic barrier, keeping infectious and toxic materials away from the body. It
can protect feet from injury and discomfort or facilitate navigation in varied
environments.

 clothing is the first basic thing out of all the basic needs of human
beings. The functions of clothing are limitless, nobody can live in our
civil society without wearing clothes.
 5 basic function of clothing
1. 1. Protection
 clothing can protect an individual by wearing a safety hat, safety glasses, etc.. It can save you
from being hurt or freezing to death.

 Clothing protects against many things that might injure or irritate the naked human body,
including rain, snow, wind, and other weather, as well as from the sun. Appropriate clothes can
also reduce risk during activities such as work or sport.
 2. Modesty

 when one specific culture or more prevents parts of their body to be exposed.

 Covering certain parts of the body to maintain privacy, uphold cultural norms, and adhere to
religious or personal beliefs regarding decency and propriety.

 This function aims to promote respect, dignity, and social harmony by regulating exposure in public
settings. This is what clothes mean to be in your personality.
 Identification

 clothing that no other individual person could

wear at the same time as you. Identification
is where a unique style of clothing is
identify by you, the individual.

 Clothing can also signal the belonging of an

individual to a more or less specific group
within a given society or geographical region.

 Examples are traditional costumes,

uniforms of police, military or fire
services, and the dress codes of social
movements such as punk, or football fans
 3. Status

 where a relative social, professional and/or other standing someone or something. It is where
they are put in a rank from the upper class, middle class and lower class.

 High-quality, expensive garments may signal affluence and success, while branded or
designer items can indicate a certain level of prestige and sophistication.

 Additionally, specific styles, cuts, and accessories may be associated with particular social
groups or professions, further reinforcing status markers.

 In some cases, the exclusivity of certain clothing items or brands can elevate one’s perceived
social standing within a community or society.
 4. Decoration

 Every age has its own fashions for the decorative function of clothing. Through fashion, users
proclaim their own personality and individuality. As the old saying goes “clothing makes the
man”.
Classification of clothing
 Requirements of clothing
 Suitability: The basic requirements of protection, decoration, and identification must be
satisfied.

 Appearance: It should fit properly and presently and present an appearance appropriate to the
wishes of the user.

 Stability: It should maintain its intended form and be durable.

 Comfort: It should remain comfortable within the range of environments for which it is intended.

 Aftercare: It should retain its shape and function through laundering and cleaning.
..Cont..
 Clothing meets all the five basic human needs that are part of the pyramid of human need
conceived by Maslow.
..Cont.
 Physiological Needs: Physiological needs are a prerequisite to human survival. Clothing
protects people from natural climatic conditions such as freezing cold, extreme heat and
heavy rain.

 Safety Needs: Clothing and associated accessories also help overcome danger from
enemies as well as other living organisms that pose a threat to human life. There are also
protective clothing and accessories that safeguards human life from wars, toxic chemicals,
biological agents and nuclear radiation.

 Social Needs: The third level is not based on basic needs but instead on psychological or
emotional needs. It is also referred to as the love and belonging stage and includes the
need for interpersonal relationships and social connections such as friendships, love,
social connectivity, group affiliations etc.
 Esteem Needs: This is classified into two categories - first is self-esteem in terms of dignity and
achievement; second is the desire for respect from others in terms of status and prestige.

 The bride and bridegroom feel special by being the focus of attention in their wedding ensembles; a
graduating student feels a sense of achievement in the convocation gown and cap; an army officer
feels pride to receive medals, badges and stars that indicate rank; army and police personnel feel
proud to wear their uniform.

 Self-Actualization Needs: Individuals experience self-fulfillment when they attain personal growth
which can be expressed in many ways including clothing that is in sync with individual’s self-image
and the consumption preferences regarding everyday clothing.
..Cont.
 people wear cloth for the following reasons

Physical Needs Social Needs Psychological Needs

Protection Affiliation/ fitting in To be attractive (adornment )

Safety Modesty-Standards To be fashionable

Basic need Status/Identification To impress others

 Ornamental and Aesthetic Function:

 The psychological association between poverty and lack of elegance results in ignoring

those whose sense of dressing may not appeal to urban aesthetic sensibilities.

 which clothing performs its aesthetic function:

 Design: Design is the fundamental activity of designers to create new an innovative

products including apparel. Good design balances the elements and principles of design
to complement the wearer’s body. This emphasizes the positive physical attributes of the
person and creates a good impression on the onlookers.

 Surface Ornamentation: Surface ornamentation gives value addition to fabrics through

weaving and handcrafted techniques such as embroidery, dyeing and printing applied on
finished fabrics or dresses help enhance the aesthetic appeal of the clothing.
..Cont.
 Accessories: Accessories are coordinated to complement the aesthetics appeal of clothing and
complete the look and to direct attention towards the wearer. Jewelry, wristwatches, shoes, bags
and make-up are the accessories that maximize the impact of the dress.

 Even uniforms are designed with two versions - one that is worn on a daily basis and the other
with additional Accessories for use during ceremonial occasions.
 Influential factors in fashion industry
 Clothing is not just for covering and protecting one’s body, but people expect much more things
from it. It is another way to express wealth, status, gender, culture

 The main factor which influence fashion can be divided mainly into five different segments.

I. Social factor

II. Cultural factor

III. Political factor

IV. Environmental factor

V. Psychological factor
 Social Factor

 when women did not have rights to vote, could not own property, and even
earn except in limited occupation.

 These factors include-population growth, age distribution, health

consciousness, career attitudes and so on. These factors are of particular
interest as they have a direct effect on how fashion industry understands
customers. The fashion industry is one of those industries that may be most
affected by the impact of socio-cultural trends.
 Cultural Factor

 The culture of the people ensure that the fashion accessories and clothes meet certain goals
or objectives. Culture also influences design and fabric selection. For example, designers
can choose from and make use of indigenous materials abundant in a particular place.

 This will create a strong local identity.

 The era, beliefs held by the people living in it, and the culture in that era and in that region
plays a considerable role in influencing its fashion trends.

 Designers and manufacturers produce clothing and accessories in accordance with the
culture of a particular region.
 Political Factor
 A number of political and legal factors can affect the fashion industry.
There have been multiple issues in the past such as worker rights and
child labor laws. There are activists who are monitoring fashion retailers
for violating child labor laws etc.
..Cont.
 Environmental Factor

 These factors have come to the forefront by the turn of the century. They have
become important due to the increasing scarcity of raw materials, pollution, health
hazards, carbon footprint targets set by governments to mitigate climate change,
doing business in an ethical and socially responsible way etc. These are just some of
the issues marketers are facing within this factor.

 Fashion industry need to be particularly aware of such environmental risks and create
awareness in production units and among workers for such events. Besides, in order
to counteract and reduce the consequences of the changing climate, stakeholders
are putting pressure on fashion companies to reduce their carbon footprint and
incorporate environmental friendly practices alongside their whole supply chain.
 Psychological factor

 Many psychological factors help explain what motivates us to be fashionable.

These include conformity, desires for variety seeking, the need to express
personal creativity, and sexual attraction. For example, many consumers seem
to have a need for uniqueness: They want to be different (though not
necessarily too different!).
 As a result, people may conform to the basic outlines of a fashion, but still
improvise to make a personal statement within these general guidelines.
 Clothing Characteristics

 Clothing has the characteristics of identification, representation, reflection

of the wearer status and personality. Clothing is an "identification" tool that
functions in determining the symbolic boundaries between people in a
sense. Fashion and clothing is a field where clothes are used to create and
reveal a cultural and social identity. The identity phenomenon of the person
is embodied in body by clothing and fashion.

 The significant and communicative expression over clothing in the context

of social groups mostly is seen at sports team’s fans.

 For example if you wear a t Real Madrid football team, shirt which belongs
to it means that you support a team Real Madrid and wearing that t-shirt
makes you a part of that team.
..Cont.
 Considering clothing as a communication system, also that the
clothing refers also codes about cultural structure of a person or
society.

 Clothes are visible expression of gender identity of the person not just
about the wearing style but also using the terms for representing the
gender identity.
 Unit Two: Fashion terminologies, trend and styles

 Anthropologist tell us, their first priority was to decorate themselves and to impress others as well
as to protect themselves against evil forces. Scientist today believe that the skin of humans has
become less hairy because, during the course of time, people began to wear more clothing.

 First known pieces of woven clothing come from Egypt made from linen from around
5,[Link] earliest example of silk weaving appears to be from China, produced around
3,700BC. From India, woven silk articles started around 2,000 2,500BC.

 Form feudalism through the early 20th century, fashion was a phenomenon of the upper class,
which in some circumstances may have influenced the lower social classes.

 Prescribed dress laws made sure that from the Middle Ages to the18thcentury, people did not over
step the boundaries of their social status.
 What is fashion

 Fashion is a concept which is linked in a positive way with beauty, style and glamour. In a way,
fashion is a sort of an art with which a culture is examined with the belief of beauty and goodness.
Fashion can vary within a society too as per the age, generation, occupation, class and geography.

 Fashion is the manner of our being-the clothes we wear, the food we eat, the way we spend our
leisure time and the activities we are involved in. Hence, Fashion is the integral part of our everyday
life or in other words 'lifestyle'.

 Fashion is the visual representation of a society's -economic, political or cultural state at a particular
time.

 The terms clothing, dress, and fashion used interchangeably but words are not interchangeable in fashion.

Clothing is a product made out of a textile that is worn on the body; a shirt is an article of clothing. Dress

includes three elements:

 (1) Any item worn on the body (e.g., clothing, accessories);

 (2) Any modification to the body (e.g., tanning, dieting, tattooing, hair styles); and

 (3) Anything appended to the body (e.g., handbags, crutches, dog leashes, fans).

 A fashion is a form of dress or article of clothing that has or will become popular. Fashion is also a social

process whereby an item of clothing or dress is adopted by many people. The concept of fashion can be applied

to any object or behavior or way of thinking. There is fashion in automobiles; in the late 1950s cars with fi ns

were fashionable. There is even fashion in the type of social media used; Example Facebook, Tik tok, Instagram

etc. Fashion is most often related to clothing because of the nature of the industry and its products. Forms of

dress, such as apparel, jewelry, and accessories, are quicker to design, produce, and sell than other products.
 Style
 A style is a characteristic or distinctive feature of a garment that makes it
look different from the others. The word style can be addressed not only for
apparel but also for the way one speaks, writes, and looks which makes him
different from the others. Designers interpret fashion ideas and create an
array of styles for their targeted group of customers. These styles when
received and sported well by the people become fashionable. A style whether
in fashion or not always remain constant.
 Fashion Trend
 Trends are manifestations of similar fashion styling that most of the
influential designers and brands reflect in common, at almost the same
time. It is hence an indicative of the direction in which fashion is likely to
move. Some styles may have fresh detailing that has been captured in
common by different designers with their own variations. This collective
thread of similar response is because of instinctive similarity in creative
thinking that may be result of common inspiration. For example, a certain
form of garment silhouette, fabric, and color surface decoration may be
reflected in common in several design collections.
 Fashion Forecasting
 Fashion forecasting is the prediction of the coming season color and trend.
Fashion forecasting involves the following activities such as studying market
conditions, noting the life style of the people, researching sales statistics,
evaluating popular designer collections, surveying fashion publications,
observing street fashions etc. Fashion producers like the designers, brands or
retailers have huge financial investments in the fashion business and hence,
have to ensure that the products they produce are as per current fashion,
consumer tastes and preferences.
Unit Three: Basic Concepts of fashion
Design
 Focus area of fashion design

 Fashion Categorization

 Concepts of branding

 sustainable fashion
 Focus areas of fashion design
 The apparel industry is one of the most important sectors of the economy,
creating jobs and products that meet fundamental human needs.
 Fashion is a big business that substantially contributes in running of a
country's Economy. The business of fashion traditionally concentrated on
producing and serving domestic customers or market.
 This act of serving to the ultimate customer is called retailing.
 The fashion industry is not only limited to apparels but includes interior spaces,
accessories, cosmetics and so on. The designer products and styles are available
in all the segments of consumer goods, be it haute couture or mass market. In
the fashion industry, designer is maintaining one of the most essential roles for
product design. To lunching a new design, talent and skills are must require. To
become a professional and successful designer, some initial creators must be
needed like fashion knowledge that ranges all across the industry, fashion
trends, sketching, painting, fashion illustration, knowledge about fabrics, colors
and others materials, and create prototypes for fashion or trade shows.
 Fashion design mainly focuses on creating creative design, making samples,
making pattern using CAD and manual in the industry. Fashion design in
industry mainly focus on pre-production process.

 Fashion designers create a new design and for developing this design they
give instruction by their team or juniors. They work in variety of industries
like manufacturing, clothing companies, design firms or boutiques.
Different Branches of Fashion
Designer
 Costume designer (Men’s wear, women’s wear and
children’s wear)

 Shoe designer

 Accessories designer

 Lingerie designer

 Embroidery designer
Fashion Categorization

 Group in which it is accepted - i.e. High Fashion or

Mass fashion.

 Duration for which it lasts – i.e. Classic or Fad.

 Custom made or in multiple size ranges – Haute

Couture or Prêt-a-porter.
 High Fashion

 High Fashion refers to those styles or designs accepted by a limited group of fashion
leaders like celebrities, socialites or fashion innovators who accept fashion change at a
very early stage. Such people have fan following and hence power to influence many
more.

 The garments are presented in the fashion shows by fashion designers in the presence
of the media, which plays the role of giving coverage to the styles exhibited, thus
highlighting the fashion direction for the viewers or readers. Fashion leaders, celebrities
or socialites initiate the process of supporting this trend in significant events where
high level of public viewing is inevitable. Having the power to influence, the trend
catches up with more and more people. High Fashion garments are introduced at a
high price and manufactured in limited numbers with more elaborate detailing and
overall good quality fineness in the product.
 Mass Fashion
 Mass Fashion refers to those styles or designs that are accepted by
higher number of fashion conscious consumers. Mass fashion
garments are produced in huge quantities, moderately priced with
garment detailing that can be replicated in bulk quantities.
Classic

 Some styles have the perennial ability to never become completely

obsolete, but instead to remain timelessly popular. A classic is
characterized by s implicitly of design and impeccable quality, which
prevents it from being outdated. An iconic example is the blue denim
used for certain merchandise like the unisex jeans and jackets. Even
after 100 years of its existence the blue denim jeans continues to make
strong fashion statement which is classless, ageless and with a universal
appeal.
Fad

 Fads are short-lived fashions that peak in popularity within a very short
period due to an un usually quick level of acceptance by a particular
segment of the market. They lack the design strength to hold consumer
attention for very long. Often fads are introduced in lower price ranges.
Thus, they are relatively simple and inexpensive to copy with the
potential of flooding the market in a very short time. Quick market
saturation causes an equally rapid onset of boredom leading to the
disappearance of the fad.
Couture

 Couture saw its emergence in France, which used to be the center of

fashion because of the patronage that it received from the royal court.
From the work of Charles Worth (who is called the father of couture in
the mid-nineteenth century, that included making dresses for Empress
Eugene, wife of Emperor Napoleon III) to the modern day, couture has
carried with it the connotation of being high fashion, intricate and
exquisite in workmanship, embellishments and often, flamboyance.
Hence, it results in high cost, exclusivity and therefore a limited
clientele. Couture clothes are often custom-designed created for specific
occasions and are often the subject of discussions and reports along
with the celebrities who wear them. Since, a large segment of
population cannot afford couture clothes; these are often copied to some
degree in look and style to be sold at lower prices.
Prêt-a-porter (ready to wear)

 Prêt-a-porter is another French term that denotes 'ready to wear', and

refers to mass produced fashion, where styles are produced in various
sizes and colors. This facilitates the customer to purchase the garment
off the shelf without alterations. Historically, with the couture garments
becoming increasingly expensive, the mass produced garments became
more and more fashionable, and by the 1960s, the ready-to-wear
became as influential as the couture. This affected the commercial
performance of the couturiers. Hence, they introduced their own pret-a-
porter collections in the market. While the high-end prêt designer
clothes may cost substantially, and almost as much as some of the
designer clothes, the prêt line does not lend itself to exclusivity. It is the
mass production of clothes that makes prêt-a-porter or ready-to-wear a
profitable business.
Fashion Dimensions

 Time
 Time makes fashion cyclical, what is in fashion today may be out the
next year. This change keeps fashion business growing and exciting.
Change may never have a consistent pace. It may be sometimes rapid
and some other times gradual.
 Acceptance
 Acceptance is the willingness of the consumer to buy the style and wear
it in order to get visibility. Acceptance does not need to be universal. A
style may be accepted in one group while other segments may ignore it.
For example styles that are considered fashionable in a metropolitan city
may not be acceptable to people living in the villages.
Style

 Style refers to a person’s particular way of expressing themselves

whether that’s through clothing, writing style, or a style of architecture.
In the fashion world, “style” is usually shorthand for “personal style,” or
the way an individual expresses themselves through aesthetic choices
such as their clothing, accessories, hairstyle, and the way they put an
outfit together.
 Style is something that is unique to everyone. Style is the person’s own
choice in clothes, accessories, and others. Style is not totally dependent
on clothing; it can be related to anything that makes the person look
stylish.
 Fashion Cycle
 The way in which fashion changes is usually described as a fashion cycle. Fashion cycle is usually
depicted as a bell shaped curve encompassing five stages: introduction, rise in popularity, peak of
popularity, decline in popularity, and rejection. The cycle can reflect the acceptance level of the
product.
 Introduction stage: - At this stage new style or designs are introduced
into the market. Their manufacturing costs are high because they are
manufactured in limited quantity so the price of the new fashion is high.
The intentions of the promotional activities are high to make the fashion
popular through celebrity endorsement, fashion shows and
advertisements. But in this stage the sales will be less.
 Increase stage: - At this stage it is considered as rising stage and it is
accepted by the more people when compared to the introduction stage.
The price will be also reduced because its production rate is high. The
bad thing is that the original product is duplicated by the other
manufacturers and is termed as line-for line copies. These line-for line
copies are produced with less expensive raw materials.
 Peak stage:-When the new fashion is being accepted by large number
of people it is considered to be in peak stage. Then its production is
increase to sell at the competitive price for the customers. This is also
referred as ‘plateau’.
 Decline stage:-Decline stage starts here when consumers are getting
bored on the style and start looking for a new fashion. The markdowns
or discount offering starts here and also promotional efforts are
concentrated on discounts or markdowns. But the leading retailers
abandon the fashion and start selling new fashion merchandise. The
new fashion is introduced in the market at this stage.
 Rejection stage:-Rejection stage is that no more particular fashion is
existed in any market or stores. The next new fashion will be in rise
stage at this moment.
Concepts of Fashion Branding

 The American Marketing Association states that brands are a name, sign,
symbol, design or a combination of them that are intended to identify
products or services of one seller and to differentiate them from those of
another seller.
 A brand is a combination of corporate behavior and values, the technical
functionality and quality of products and the intangible promise the
company instills in their products for customers. It is a combination of
tangible and intangible attributes and seeks to create a positive
connection with the customer in order to create incentive for customers to
use the products of the company in the now and in the future. The brand
is an essential part of the buying process because it is a sum of tangible
and non-tangible elements that allow consumers to quickly learn about
the intrinsic characteristics of a product and the quality of the producer.
 Depending on target segments or the positioning strategy, brands can be classified
into four categories:
 Griffe brand
 Luxury brands,
 Premium brands,
 Mass-market brands
 Griffe brand: Griffe, or designer brand, is at the top of the pyramid. The
term griffe is derived from handwriting and refers to the pure creation of
an item by hand, created in atelier. Thus, it is unique, irreproducible, and
eternal. Yves Saint Laurent is an example of griffe. Some famous
designer brands oftentimes also offer luxury brands—Dior produces both
griffe and luxury brands.
 Luxury brand: - which originates from either designer brands (e.g.,
Dior and Chanel) or craftsmanship (e.g., Gucci and Louis Vuitton). Luxury
brand has six features: excellent quality, high price, scarcity and
uniqueness, aesthetics and poly-sensuality, ancestral heritage and
personal history, and super superfluousness. The essential elements of
luxury products are craft, uniqueness, exclusivity, and artistic talent—
though some crafts have been replaced by machines.
 Premium Brand: Also called new luxury or new luxe, premium brands
have elements from both luxury and mass-market brands. Premium
brands have refined their products and branding strategies, proposing
alternatives to luxury for a better value. Premium brands have three
sub-categories.
 Premium brands try to address and appeal to a larger audience than
luxury brands. They are seeking to sell to anyone who is willing to pay
for the quality and upgrade from the value version of the product.
 Super-premiums: priced at or near the top of their category such as
Emporio Armani, these brands target consumers who belong to classes
immediately below the traditional pure luxury customers.
 Old luxury brand extensions: lower-price versions of products created by
companies such as Valentino Prêt-à-Porter whose brands have
traditionally been affordable only by the rich.
 Masstige: priced well below super-premium or old luxury brand
extensions such as Victoria Secret. It is oftentimes premium in terms of
price and quality among mass products.
 Example: Nike, Coach, DKNY, Calvin Klein, Tommy Hilfiger, Hugo Boss,
Diesel
 Mass-market brand: - Fashion brands that produce goods in larger
quantities for the mass. This brand Provide ready-to-wear garments to
the mass. Mass-market brands generally take cheap quality materials of
fabrics to produce creative and affordable fashion which is easily
accessible to the mass. Mass-market Brands take simpler production
techniques into consideration to help with the cost of the production of
garments. Example: Zara, H&M, Mango, Fashion Nova…etc
 Branding has the goals of influence peoples associate with your brand
and how they feel about it, to create distinct identity to your
industry/business and to build loyalty over time.
 Fashion Sustainability

 The fashion industry is the second largest polluter in the world just after the oil industry.
And the environmental damage is increasing as the industry grows. There is a major
environmental problem in the fashion industry right now. Decades of complacency and
ignorance over the manufacture of high volumes of garments has led to a mountain of
waste and ongoing pollution. A trend for fast fashion and a lack of sustainability in the
fashion industry became the norm.

 Sustainable fashion (also known as eco-fashion) is an all-inclusive term describing

products, processes, activities, and actors (policymakers, brands, consumers) aiming to
achieve a carbon-neutral fashion industry, built on equality, social justice, animal welfare,
and ecological integrity.
..Cont.
 The sustainable movement looks to combat the large carbon footprint that fast fashion has created by
reducing the environmental impact of fashion such as air pollution, water pollution and overall
climate change.

 Sustainable fashion movement believe that the fashion industry has a clear opportunity to act
differently, pursuing profit and growth while also creating new value and deeper wealth for society and
therefore for the world economy.

 The goal of sustainable fashion is to create flourishing ecosystems and communities through its
activity. The movement believes that clothing companies ought to place environmental, social, and
ethical improvements on management's agenda. This may include: increasing the value of local
production and products; prolonging the lifecycle of materials; increasing the value of timeless
garments; reducing the amount of waste; and reducing the harm to the environment as a result of
production and consumption.
 Fast Fashion

 Fast fashion consists of garments made at cheap quality, low price, mass produced, machine
made and are seen to end up in the landfills very soon.

 Fast fashion can be defined as cheap, trendy clothing that samples ideas from the catwalk or
celebrity culture and turns them into garments in high street stores at breakneck speed to meet
consumer demand.

 The environmental impact of fast fashion comprises the depletion of non-renewable sources,
emission of greenhouse gases and the use of massive amounts of water and energy.

 Fast fashion uses synthetic fiber like polyester, nylon and acrylic which take hundreds of years
to biodegrade.
 Slow fashion

 Slow fashion is a concept that opposes fast fashion. The movement advocates for conscious
production, distribution, as well as mindful consumerism, as a response to the fashion industry that
is polluting and wasteful.

 Slow fashion is an aspect of sustainable fashion and a concept describing the opposite to fast fashion
, part of the "slow movement" advocating for clothing and apparel manufacturing in respect to
people, environment and animals.

 As such, contrary to the industrial practices of fast fashion conglomerates, slow fashion involves
local artisans and the use of eco-friendly materials, with the goal of preserving crafts and the
environment which, ultimately, provides value to all, slow fashion brands, consumers and retailers.
 Slow fashion

 Slow fashion is a way to "identify sustainable fashion solutions, based on the repositioning of
strategies of design, production, consumption, use, and reuse, which are emerging alongside the
global fashion system, and are posing a potential challenge to it. It is an alternative to fast fashion
in the sense that it promotes a more ethical and sustainable way of living and consuming. It
encompasses the whole range of 'sustain

 The main characteristic feature of slow fashion is that it is not produced in bulk (no mass
production). It is also done with emphasis on skills of the craftsman who works inducing soul
into their products. The products are locally sourced and made for customers. nable,' 'eco,' 'green,'
and 'ethical' fashion movement”.
..Cont.

Difference between fast and slow fashion

Category Fast fashion Slow Fashion

Raw material Petroleum based materials Locally sourced, bio-degradable,

( Synthetic fiber) organic, natural dyes and natural
materials. It also includes recycled,
repurposed, upcycled materials

Manufacturing Cause environmental implications It uses less harmful ingredients and

during production employs eco-friendly traditional
methods of production

Cost and quality Cheap and low quality Expensive and lasts long

labor Involves factory or workshop which Uses people from local or nearby
uses workers in low wages, poor area. Serves as a means of
working condition and long working providing livelihood
hours

Sustainability It is not possible to create eco- Made in small quantity with high
friendly product as it involves quality, with motto to live with
chemicals nature and not against it

Presence of toxins Large amounts of carcinogens Organic materials and safe

ecofriendly materials for
manufacturing