Bruno Munari, Italian designer, when asked for a definition of the designer, used to say that designer “è un progettista dotato di senso estetico, che lavora per la comunità”, that means that a designer is a someone able to make project with an aesthetic sense, that works for the community. With this definition in mind I started the path that led me to write this thesis: looking at the fashion system, we can see how the daily debate concerns sustainability, both environmental and ethical. If the purpose of the designer is it to work for the community, then which could have been my contribute in this discussion? Movements like Fashion Revolution, green campaigns, are a daily thing. But researching and exploring this theme, I notice how scarce attention is reserved to who really represent the future, the consumer of tomorrow, Generation Z, and their education around the subject: changing can only starts from knowledge. Young adults started to rise their voice, protesting for their future, with the movement “Fridays for future”, showing interest around the subject, but asking a simpler way of communicating, closer to their habits, as emerged with a dialogue with them. How, then, make them more aware of what they wear daily? How to make them conscious of the sources involved in the process of making a garment, and the journey that it makes to arrive in their closet? Analysing, through history of fashion, the Italian manufacturing culture, studying traditional systems of care and maintenance of clothes, I tried to imagine a way of stress into the young consumer the will of care about the garment, creating almost an emotional tie with it. Therefore, the aim of this thesis is to promote a social behaviour change, through sustainability, giving to the young consumer a better understanding about what he wears. During the process of design, my intention was to communicate important and serious issues, that concern sustainability in fashion, ethical and environmental, through a language that takes mood, colours and tone of voice from different worlds. A mode that could be perceived as cool for young people today, like an event, co-designed with a group of young student, an Instagram page with tutorials and tips, that can be daily in their life, to obtain a change of direction in fashion system, based on valorisation of the garment, thought as an object with an history and non-disposable.
Bruno Munari, designer italiano, quando interrogato sulla definizione di designer, rispondeva che “è un progettista dotato di senso estetico, che lavora per la comunità”. È con questa frase in mente che ho cominciato il percorso che mi ha portato a scrivere questa tesi: osservando il sistema moda, ci si accorge che la discussione quotidiana è legata alla sostenibilità, ambientale ed etica. Se l’obiettivo di un designer è quello di lavorare per la comunità, quale può essere il mio contributo in questa discussione? Movimenti come Fashion Revolution, campagne green, sono all’ordine del giorno. Ricercando ed esplorando queste tematiche, però, mi sono accorta di come pochissima attenzione venga posta nei confronti di coloro che rappresentano il futuro, il consumatore di (oggi e) doman, i giovani adulti, la Generazione Z, e circa la loro educazione al tema: il cambiamento comincia con la conoscenza. Gli “young adults” hanno cominciato a farsi sentire, scendendo in piazza per il loro futuro, con i “Fridays for future”, mostrando interesse verso il tema, ma anche chiedendo (come emerso attraverso un dialogo con loro) un modo di comunicare più semplice, che si adatti alle loro abitudini. Come renderli consapevoli di ciò che indossano? Come renderli coscienti del percorso e delle risorse impiegate per portare un capo d’abbigliamento nel loro armadio? Analizzando, attraverso la storia della moda, la cultura manifatturiera italiana, studiando metodi tradizionali di risparmio, cura e conservazione dei capi, ho cercato di immaginare una modalità per forzare nel consumatore la volontà di non gettare il capo, ma di creare con esso un legame emotivo, una storia quasi affettiva. Lo scopo di questa tesi di laurea è quindi quello di promuovere un cambiamento sociale, a favore della sostenibilità, dando al giovane consumatore maggiore consapevolezza riguardo ciò che indossa. Nello sviluppo del progetto, l’intenzione è quella di comunicare argomenti seri e importanti, che riguardano appunto il tema della sostenibilità, ambientale ed etica, attraverso un linguaggio che prende forme, colori e tono di voce da mondi diversi. Una modalità che risultasse cool per i giovani di oggi, come un evento realizzato in co-design con un gruppo di studenti, una pagina Instagram con tutorial e tips, che possa essere presente quotidianamente nelle loro vite, al fine di favorire un cambio di direzione nel sistema moda, improntato alla valorizzazione del capo, inteso come oggetto con una storia e non monouso.
Dare to care
Di GASPARRO, ILARIA
2018/2019
Abstract
Bruno Munari, Italian designer, when asked for a definition of the designer, used to say that designer “è un progettista dotato di senso estetico, che lavora per la comunità”, that means that a designer is a someone able to make project with an aesthetic sense, that works for the community. With this definition in mind I started the path that led me to write this thesis: looking at the fashion system, we can see how the daily debate concerns sustainability, both environmental and ethical. If the purpose of the designer is it to work for the community, then which could have been my contribute in this discussion? Movements like Fashion Revolution, green campaigns, are a daily thing. But researching and exploring this theme, I notice how scarce attention is reserved to who really represent the future, the consumer of tomorrow, Generation Z, and their education around the subject: changing can only starts from knowledge. Young adults started to rise their voice, protesting for their future, with the movement “Fridays for future”, showing interest around the subject, but asking a simpler way of communicating, closer to their habits, as emerged with a dialogue with them. How, then, make them more aware of what they wear daily? How to make them conscious of the sources involved in the process of making a garment, and the journey that it makes to arrive in their closet? Analysing, through history of fashion, the Italian manufacturing culture, studying traditional systems of care and maintenance of clothes, I tried to imagine a way of stress into the young consumer the will of care about the garment, creating almost an emotional tie with it. Therefore, the aim of this thesis is to promote a social behaviour change, through sustainability, giving to the young consumer a better understanding about what he wears. During the process of design, my intention was to communicate important and serious issues, that concern sustainability in fashion, ethical and environmental, through a language that takes mood, colours and tone of voice from different worlds. A mode that could be perceived as cool for young people today, like an event, co-designed with a group of young student, an Instagram page with tutorials and tips, that can be daily in their life, to obtain a change of direction in fashion system, based on valorisation of the garment, thought as an object with an history and non-disposable.File | Dimensione | Formato | |
---|---|---|---|
2019-10-DI-GASPARRO.pdf
non accessibile
Descrizione: THESIS TEXT
Dimensione
448.01 kB
Formato
Adobe PDF
|
448.01 kB | Adobe PDF | Visualizza/Apri |
I documenti in POLITesi sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
https://hdl.handle.net/10589/150509