DESIGNING DESIGNERS

International Convention of University Courses in Industrial Design

Training strategies for the third Millennium

i Saloni 2002

Milano 13 / 14 april 2002

Plenary presentation

LONGAVESNE, JEAN-PAUL

"Fashion in the context of global Design"

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ABSTRACT

In the context of global economy, creativity in Fashion nourishes itself off digital technological innovation, and new developments in textiles and finishing. Therefore creativity consists of experimenting new concepts and formal, aesthetic and functional approaches, where the functions of communication and ergonomics, adopt appropriate methods for the design of objects.
The concepts of clothing design are similar to those of Design, furniture, architecture, accessories and Design too nourishes itself off fashion by marrying specificity and aesthetic characteristics. The fusion of Fashion and sportswear are significant examples of an original rhetoric that combines the manners and the cultures of two sectors that were once separate.
Because the new economy keeps pace with new technology and because new technology is mainly that of communication, it empowers nomads.
The globalisation of what is on offer has lead us towards the " Global Consumer ", to the melting pot of our national identities and to the progressive homogenisation where the creator of forms and styles must now encourage individualism, a sense of identity, hedonism, to create the dynamics of fashion.
The added effect of Sportswear on fashion in the 2000's is a good example of the interweaving of the practices and manners in the sectors of Design. Design is inspired by sport that in turn is inspired by Design. We find sport disciplines everywhere but in sport it self. Today, sport is no longer there where one expects. It has invaded the arena of the sedentary; those that are against competition, those that seek the pleasure to escape; those that do not consider it as a sport but as a way of life, as a fashion. Sport of the 2000's represents so perfectly the values of Nokia 3310: creativity, individualism and freedom of expression faced with the globalisation of relationships. It is such an integral part of the trends at the heart of today's society: the ecstasy of the body, youth, the search for well being, the search for personal balance, and a more harmonious relationship with nature and ecology. Influenced by the city and Fashion, by the consumer eye, mainly city-dwellers, it operates much more on the elegance register, the city (city-dweller) refinement, sport has become urbanised. Sports wear has become diversified in to Street wear and invaded the fashion stores. Like the launching of Jean Charles de Castelbajac collection by Rossignol or Adidas's "Kobetwo" driven by the Audi motor's Designers.