The Democracy of Fashion is a speculative design project about a fashion brand in the far future named COVEN. Our current fashion system alienates people from every aspect of the garment process, until no part of it, not even the expression-of-self derived from wearing it, is truly theirs. COVEN offers a resolution to this via a product-service system where customers interact with the brand via 3 major touchpoints:
1) the Open Concept Retail Store where customers can be in a retail space where they can directly witness the making of their clothing,
2) the clothing User Manual which tells the story of the garment’s design, origin and making along with information about the real individuals that were involved in the process of it, in a way that humanises them and makes them relateable to us; and
3) The Finishing School, COVEN’s community space where people can come to learn about clothing, fashion and repairwork (from each other or the store’s experts), give their garments for mending and/or work on their independent fashion projects.
Each of these elements have been designed to encourage people to form meaningful and individualised connections with their clothing. Overall, it is about imagining a future where fashion brands can also be community spaces. Where consumers can directly be involved in the designing of clothing and functioning of the space. And where people can take back and share unique experiences, life stories and new/improved skillsets along with their fashion products.
Overall, it is about imagining a future where fashion brands can also be community spaces. Where consumers can directly be involved in the designing of clothing and functioning of the space. And where people can take back and share unique experiences, life stories and new/improved skillsets along with their fashion products.