Emotionally Durable Design

The Case of Vlisco’s Emotional Durability

The Case of Vlisco’s Emotional Durability

At the Fashion Professorship at ArtEZ, I am delving into reframing and rethinking circular design strategies in a Western fashion discourse. By diving into what emotional durability signifies when it comes to Vlisco’s textiles, I investigate the multi-cultural dimensions of the Dutch textile company as well as modern reinterpretations of its textile products.

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Slowing down Fashion.

“There is a secret bond between slowness and memory, between speed and forgetting. A man is walking down the street. At a certain moment, he tries to recall something, but the recollection escapes him. Automatically, he slows down.

Meanwhile, a person who wants to forget a disagreeable incident he has just lived through starts unconsciously to speed up his pace, as if he were trying to distance himself from a thing still too close to him in time.

In existential mathematics that experience takes the form of two basic equations: The degree of slowness is directly proportional to the intensity of memory; the degree of speed is directly proportional to the intensity of forgetting.” 

― Milan Kundera, Slowness

The relationship between slowness and Fashion, especially in relation to memory, is highly intriguing when pondering on how we connect to a piece of clothing or accessory. It is the memories we build or we hold on to that can connect us deeply with a product, and in turn inspire us to treasure it, care for it, groom it, perhaps even be so scared of ruining it by wearing it. Almost 50% of products that are not returned back to the store are due to subjective emotional reasons. There is a lot to say about the power of positive emotional attributes to the objects that we wear. And with this is in mind, I would like to encourage the industry to design for positive emotional experiences, ones that ultimately ensure we do not throw away what we buy so readily, and that we foster for lifetimes and lifetimes to come.

source: catzorange

source: catzorange

Findings on Emotional Durable Design

Findings on Emotional Durable Design

For my recent research into Emotionally Durable Design in connection to products, I have been reading up a lot on what binds us with the products we buy. As well as looking at non-Western cultures (in specific the African continent) on we how build relationships with one another, and how we form relationships with things. Sustainable fashion connoiseur Kate Fletcher wrote a bit about this, on how “things do not have social lives” rather “social lives have things” (Tranberg Hansen). This is the epicentre of my research, in how HUMAN relationships form habits and behaviours that surround material culture. I think there is a lot to investigate and draw inspiration from if we look at African societies. I truly believe the current fashion system can be led by these examples. I am determined to put this into practice.

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