Let’s be Slower, Truer, and more “Normal” for 2017
Miucci Prada couldnt have done it better on her recent 70’s inspired menswear show AW17, stated as “almost generic” according to some media, going towards the trend direction of Slow and Anti-Fashion taking importance in the unimportance. A striking and true movement elaborating on many of things/values we lost over time.
More than ever for 2017, with the rise of a social media power, Previous Hollywood entertainment star Trump now US president, and Celebrities creating their own labels ( and able to cash in on 4 times ROI than your average designer – Riri X Puma, Yeezy Collection, Kylie Lipkit etc), as well as selecting models based on their social media fan base ( and less talent)…, we are looking at a world where celebrities, money, Hollywood entertainment have programmed ordinary people in feeling in-adequately awkward.
PRADA AW17 MFW
Going against the direction of “fast entertainment” may be a commercial risk but it creates a strong standpoint for society. Elevating the ordinary and putting every day heroes on a pedestal was what Prada predominantly communicated and visually expressed from their show; presenting domestic normality, traditional sedentation, and every-day items with both men and women, screaming its time to slow down!
Although, Prada itself is not your eco-friendly brand, the concept behind the show really came at the right moment, like a serious breath of fresh air coming to you in the midst of Shanghai’s recent and serious air pollution.
Record air pollution cancels flights in Shanghai-Photo from America Aljazeera
Indeed, the Zurita brand, a pioneer in China’s slow fashion movement based in Shanghai, also follows and strongly stands by this movement. The only difference is that hers isn’t a trend, its her business and overall lifestyle.
Producing apparel from eco-friendly fibers, bamboo, to natural silk and cashmere garments, her structures showcase simplicity and understatement that can be bought at a mid-premium price. Although, the mass may not currently be ready for such a forward brand, many are starting to accept quality over quantity through the slow fashion concept. But don’t be fooled but the timelessness of her apparel, as it allows for greater creativity to mix and match the items and create different looks.
Zurita Grey cotton and beech tree modal skirt/shirt, Sirloin Bomber Jacket, and Mahny Jewlery
“Today, people are expressing themselves in a number of ways (hair colour, tattoos, piercings, jewelry) that are not traditionally thought of as fashion. In terms of form of expression, Fashion has now become more secondary and it’s the values and movement behind it that drives the consumers decision of self-expression for what they value.
There are also growing tribes of people who don’t care about fashion or who’ve even become anti-fashion. Because of the fast entertainment industry, the trend of creating lower prices to enslave workers in order to get cheaper deals and its continuously faster pace to keep up with the fast trends and buying them, Fashion has lost many consumers over the last twenty years and will not be able to get them back.”- According BOF
Monica Muriel Zurita, founder of the sustainable brand, uses classic silhouettes mixing western and Chinese traditional elements in her designs (i.e recreating a modern version of a Qipao) with the usage of natural fibers. She also uses your everyday working women as her muses, placing the ordinary above the celebrity and entertainment, celebrating a modern feminist approach; strong, conscious cosmopolitan women who stand for a healthy lifestyle.
Finder her store in front of the famous Avocado Lady on Wulumuqi Rd 247-7 (乌鲁木齐路247-7)
All Photos by Marusia Makhmutova
Bomber: Sirloin/ Shoes: Yoox/ Jelwery:Mahny/ Skirt, Shirt and Pants: Zurita