Fashion’s Om-nipresence

The newest brand-marketing plan is a clear sign of the times. Combine philanthropy with fashion and businesses can create a strong fanbase with sales.

The growing need for fashion philanthropy shatters the stereotype of the vapid, self-loathing, anorexic teenager or the dramatic designer craving overpriced, over-constructed gowns. In order to save itself from its own bad reputation, fashion now considers itself a part of community. Fashions omnipresence means the same polo shirt can be sold for the next twenty years, whilst maintaining its value, if produced for the ‘greater good.’ Since brands are the new designers, corporations have revamped their business plans and missions to include charitable donations for communities in order to maintain interest in sales.

Stepping into the Age of Aquarius, the new era of  one-consciousness represents the oneness of humanity and making an impact. Fashion is no longer clickish and for the chosen few. Fashion is for everyone. Thus, the millineul consumer is more socially conscious than he or she was ten years ago.  Because of the expansion of the internet, corporations like to build communities.  Whole Foods, whose existing customer is a 21^st century patron between the ages of 18–34.

Toms is a brand that first impacted the fashion industry by selling in lifestyle marketplaces, like Whole Foods. Their successful One for One campaign later inspired a strong following of shoe monks and since has inspired  more of the same concept with other company’s, notably Warby Parker and their Give a Pair program providing chic spectacles to nonprofit organizations.

21st century fashionistas,  whether consciously aware or not, favor brands that give regularly and participate in charities.  Corporations like Ebay or Nasty Gal value these consumers and with the use of savvy technology and online shopping have created million dollar launch pads for thrifting  communities, buyers and sellers that take pride in recycling clothes and connecting with others in the same vein.

The fashion industry will always represent itself as a product of its envrionment.  However, being consciously consumed is the industry’s only mantra to justify shopping in an economically depressing present. We are completely aware that fashion first is a commodity that must be sold and so, developing products  with the intent of charity and giving back becomes a win-win in an industry ‘s new found ‘oneness.’  In this day in age, the fashion companies that will survive will do more than create desire, they will exist to inspire.

 —Kelly Mills