purpose
In this final part, I will introduce the pillar of “purpose”. The meaning of the purpose of our everyday lives or also applied in a fashion context – a business – varies according to different cultures and value systems. One of the examples of resolving the dilemma of purpose is a Japanese philosophical concept; Ikigai (Van Volkinburg, 2023). According to it finding one’s purpose comes down to mapping an area of overlap between four different factors; the things that we love, what the world needs, what we are great at, and what we can get paid for (Gaines, 2023). The concept that may seem quite philosophical has been researched in Japan and showed findings supporting the idea that having a sense of “Ikigai”, otherwise “life purpose” correlated with lower mortality (Sone et al. 2008). According to the said paper, it is so deeply embedded in the Japanese culture that phrases such as “this hobby is what makes my life worth living (ikigai)” are commonly used. The example shows that having a sense of meaning can have tangible, psychosomatic benefits (Sone et al. 2008).
In current times of globalization and increased awareness, there is a huge need for brands to have a deeper understanding of current issues; “Consumers are looking to manufacturers and retailers to offer more responsible clothing manufactured using socially and environmentally sound methods that enable them to tread lightly on Earth (…)” – as described in “Social Responsibility and Innovation in the Sewn Products Industry” (Hethorn et al., 2015). Almost as if a business without a clear message didn’t provide enough value to fully thrive in the current market; “More and more, we are acting like socially responsible agents who desire personal change and respond as social entrepreneurs by investing in the transformation of our industry, society, and planet” (Hethorn et al., 2015). Having a purpose is therefore not only beneficial but starts to become necessary in order to uphold the social status of a brand.
An example of a brand attuned to Gen Z is The Cloth Collective – a small Georgian brand that produces tights, stockings, and swimwear. It presents a sense of authenticity and creative innovation, coming from a relaxed approach. “We want to reflect our mood through our designs. We put a lot of effort into offering a diverse range of designs so our customers have choices” – say the founders (Magazine Fluid, 2023). Products manufactured on a smaller scale and with more unique designs can set apart a brand and add to its authenticity acting to its advantage. Similar to Heavn by Marc Jacobs, the Cloth Collective carries a sense of individuality and therefore becomes more relatable to the younger generation (Subair, 2022).
Resources
Van Volkinburg N. (2023). Intro to…Purpose [PowerPoint slides]. Moodle@UAL https://moodle.arts.ac.uk/login/index.php
Gaines, J. (2023, October 3). The Philosophy of Ikigai: 3 Examples about Finding Purpose. PositivePsychology.com. https://positivepsychology.com/ikigai/#examples
Sone, T., Nakaya, N., Ohmori, K., Shimazu, T., Higashiguchi, M., Kakizaki, M., Kikuchi, N., Kuriyama, S., & Tsuji, I. (2008). Sense of Life Worth Living (Ikigai) and mortality in Japan: Ohsaki study. Psychosomatic Medicine, 70(6), 709–715. https://doi.org/10.1097/psy.0b013e31817e7e64
Hethorn, J., Ulasewicz, C., & McDonough, W. (2015). Sustainable Fashion: What’s Next? A Conversation about Issues, Practices and Possibilities. http://ci.nii.ac.jp/ncid/BA87489333
Magazine Fluid [@mgzngluid]. (2023, October 29). “today we’re presenting the interview with @the.clothcollective , a Tbilisi-based clothing brand focusing on quality prints & shapes” [Photographs]. Instagram. https://www.instagram.com/mgznfluid/
Subair, E. (2022, April 19). How Marc Jacobs’s Heaven Became A Gen-Z Fashion Obsession. British Vogue. https://www.vogue.co.uk/fashion/article/ava-nirui-heaven-interview-2022
Images:
Magazine Fluid [@mgzngluid]. (2023, October 29). “today we’re presenting the interview with @the.clothcollective , a Tbilisi-based clothing brand focusing on quality prints & shapes” [Photographs]. Instagram. https://www.instagram.com/mgznfluid/