Il fashion come promuove la diversità? con Ines Rovira - Audi We Generation S5E2

Audi We Generation

16 Nov 202208:29

Summary

TLDRThe script discusses a new Italian fashion brand that challenges traditional paradigms in the industry. The brand aims to reflect the diverse and global society by offering gender-neutral clothing without seasonal collections or physical stores. It emphasizes inclusivity in sizing and promotes self-expression and creativity. The brand's vision is to empower individuals to embrace multiple identities and to make ethical choices that align with their values, impacting the fashion world positively.

Takeaways

🌟 The new Italian fashion brand aims to challenge traditional paradigms in the fashion industry, focusing on a change of mindset.
🎨 The brand's style is unique, blending elements of cyberpunk and futurism, reflecting the innovative culture of the 2030s.
🚫 The brand rejects gender distinctions and seasonal collections, offering inclusive clothing for all.
👔 They offer a range of sizes from 0 to 6, embracing a more inclusive approach to fit and style.
🌍 The brand operates without physical stores, selling globally and adapting to diverse customer needs.
🤷‍♂️ The brand's approach has created some challenges, such as where to place their products in stores due to the lack of gender distinction.
👗 The brand has seen success with items traditionally associated with one gender, such as men purchasing skirts.
💡 The brand's philosophy aligns with a generation that values diversity and fluidity in fashion, promoting a more gender-neutral approach.
🌐 The brand sees itself as a community hub, where people can express their multiple identities freely.
🎭 The concept of identity is closely tied to the world of music and performance, where artists can express different aspects of themselves.
🛍️ The brand believes that every purchase is more than just a transaction; it reflects the values and ethics that drive the consumer's choices.

Q & A

What is the main focus of the new Italian fashion brand mentioned in the script?
-The main focus of the new Italian fashion brand is to challenge traditional paradigms in the fashion industry by creating a gender-neutral clothing line without seasonal collections or physical stores, reflecting the diverse and global society of 2030.
How does the brand differentiate itself from mainstream fashion?
-The brand differentiates itself by offering a unique style that blends cyberpunk and futuristic elements, and by providing clothing that is not restricted by gender or seasonal trends, thus appealing to a generation seeking more inclusive and expressive fashion options.
What was the motivation behind the creation of this innovative fashion brand?
-The motivation behind the brand's creation was to reflect the diverse and global society of the future, where gender and seasonal distinctions are no longer relevant, and to offer a new way of self-expression without limits or barriers.
How does the brand address the concept of gender in its clothing line?
-The brand addresses the concept of gender by creating a gender-neutral clothing line, offering items such as skirts for men and diverse fit options, as well as a new sizing system that is more inclusive and does not enforce traditional size labels.
What challenges has the brand faced in the traditional retail environment?
-The brand has faced challenges in the traditional retail environment, such as finding suitable places to display their clothing in stores, as the concept of gender-neutral fashion is still new and may not fit well with the existing retail structures and categorizations.
How does the brand aim to influence the fashion industry and society's perception of gender and identity?
-The brand aims to influence the fashion industry and society's perception of gender and identity by promoting outfits that are unisex and by encouraging a better understanding of gender fluidity, thus adapting to the needs of the current generation and sensitizing them to the importance of inclusivity and self-expression.
What is the brand's approach to sizing and how does it contribute to inclusivity?
-The brand's approach to sizing involves a system that ranges from 0 to 6, allowing for a more inclusive fit without being confined to traditional size labels. This approach caters to a variety of body types and personal preferences, avoiding the social stigma associated with certain sizes.
How does the brand's philosophy align with the concept of 'disobedience'?
-The brand's philosophy aligns with the concept of 'disobedience' by encouraging creativity and freedom of expression, breaking away from societal norms and rules that limit individuality. It promotes a sense of rebellion that is alive and vibrant, allowing individuals to explore and express their multiple identities without restrictions.
What role does the brand's physical space or studio play in fostering community and creativity?
-The brand's studio acts as a hub for the community to gather, express themselves without limits, and share ideas. It serves as a space where creativity can flourish and where individuals can explore their various identities, reflecting the brand's commitment to inclusivity and self-expression.
How does the brand view the relationship between fashion and ethics?
-The brand views fashion as an extension of ethical values, believing that style should go beyond form and define what the brand truly stands for. They emphasize the importance of ethical practices, especially in the fashion industry, as every choice of purchase can have a significant impact when driven by values that inspire and motivate daily actions.
What is the brand's stance on the impact of consumer choices on society and the environment?
-The brand recognizes that consumer choices are not just transactions but can have a profound impact when they are informed by values that drive daily actions. They emphasize the importance of ethical processes, especially in the fashion industry, and the role of fashion in reflecting and promoting these values.

Outlines

00:00

👔 Breaking Fashion Norms: The Rise of Gender-Neutral Clothing

This paragraph discusses the emergence of a new generation that appreciates fashion brands that challenge traditional gender classifications. It highlights the birth of a groundbreaking Italian fashion brand that aims to revolutionize the industry by eliminating physical stores, seasonal collections, and gender distinctions in clothing. The narrative revolves around the brand's efforts to create a more inclusive and diverse fashion landscape, offering new ways for individuals to express themselves without societal constraints. The Head of Communications at the brand's campus shares insights on the brand's innovative approach, its challenges, and the opportunities it presents in a global market. The discussion touches on the importance of adapting to the evolving needs and desires of consumers, embracing diversity, and promoting a more fluid understanding of gender in fashion. The brand's commitment to reflecting societal changes and offering solutions like size-inclusive clothing without strict size labels is emphasized, highlighting their dedication to a more open-minded and progressive fashion future.

05:02

🌟 Embracing Creativity and Disobedience in Italian Fashion

The second paragraph delves into the philosophy behind the new Italian fashion brand, emphasizing the importance of creativity and 'disobedience' in the design process. The brand's vision is portrayed as one that encourages breaking free from conventional thinking and societal norms, fostering an environment where individuals can explore and express their multiple identities without limitations. The discussion highlights the brand's approach to creating a community hub that serves as a space for self-expression and exploration of different realities. The brand's commitment to ethical practices and the belief that style should extend beyond appearance to define one's true identity is also emphasized. The narrative suggests that every purchase choice can have a significant impact, reflecting the values that drive the brand and its community.

Mindmap

Keywords

💡Fashion

Fashion refers to the trend or style of clothing, accessories, cosmetics, and other forms of personal expression. In the context of the video, it highlights the innovative approach of a new Italian brand that challenges traditional fashion paradigms by offering gender-neutral clothing and breaking away from seasonal collections.

💡Innovation

Innovation is the process of introducing new ideas, methods, or products to improve upon existing ones. In the video, the brand's innovation is evident in its refusal to categorize items as male or female, its rejection of seasonal collection norms, and its creation of a size system that is more inclusive.

💡Gender-neutral

Gender-neutral refers to items or concepts that are not specifically tailored to any particular gender. In the video, the brand's commitment to gender-neutral clothing is a key aspect of its identity, allowing individuals to express themselves without societal constraints or stereotypes.

💡Cyberpunk

Cyberpunk is a subgenre of science fiction that typically features advanced technology and science, often set in a dystopian future. The video mentions a style that is a mix between cyberpunk and futuristic, indicating the brand's aesthetic is cutting-edge and forward-thinking.

💡Globalization

Globalization is the process by which businesses or other organizations develop international influence or start operating on an international scale. The brand in the video is a global one, selling its products worldwide, which is a direct result of the interconnected world we live in today.

💡Sustainability

Sustainability refers to the practice of meeting current needs without compromising the ability of future generations to meet their own needs. Although not explicitly mentioned in the video, the brand's rejection of seasonal collections could be seen as a sustainable practice, reducing overproduction and waste in the fashion industry.

💡Identity

Identity refers to the characteristics and qualities that make a person or group unique. The video emphasizes the brand's focus on allowing individuals to express their identities freely, without being confined by traditional gender roles or societal expectations.

💡Inclusivity

Inclusivity is about creating an environment or product that is accessible and welcoming to all, regardless of their individual differences. The brand's decision to create a size system from 0 to 6 demonstrates its commitment to inclusivity, catering to a wider range of body types and promoting diversity within fashion.

💡Fashion Week

Fashion Week is a series of events where designers, buyers, and the fashion community gather to showcase their latest collections. The video mentions Fashion Week as a platform where the brand's unconventional approach to fashion and gender is being highlighted and discussed.

💡Community

Community refers to a group of people who share common interests or goals. In the video, the brand has created a space, referred to as a hub, where their community can come together to express themselves freely and share ideas, fostering a sense of belonging and mutual support.

💡Creativity

Creativity is the use of imagination or original ideas to create something new and innovative. The video emphasizes the brand's encouragement of creative freedom and self-expression, allowing individuals to explore and express their multiple identities without limitations.

Highlights

Appreciation for fashion brands that do not classify clothing as male or female.

A generation seeking brands that expand the concept of identity and offer new ways to express themselves without limits or barriers.

Italian creatives have established a new fashion brand aiming for a paradigm shift in the fashion industry.

The brand operates without physical stores, seasonal collections, and gender distinctions for clothing.

A user-centric approach that has revolutionized how young people perceive fashion.

The brand reflects the diversity of society and challenges traditional gender and season concepts.

Inclusivity in sizing from 0 to 6, accommodating a wider range of body types.

The brand's intention to challenge the fashion system without excluding the end customer.

The creation of the brand's unique sizing system to avoid social discomfort associated with traditional sizing.

The brand's success in selling skirts to men as much as to women, breaking gender norms.

The brand's vision for 2030 is to reflect societal changes and meet the desires of the current generation.

The importance of creating a brand that sells globally, not just in Italy.

The challenge of fitting the brand's gender-neutral clothing into traditional retail spaces.

The increasing societal awareness of the gender gap and the fashion industry's response to it.

The brand's approach to offering outfits that are unisex for better gender fluidity.

The brand's vision of creativity and disobedience as a means to freely express one's identity.

The brand's studio as a hub for the community to express themselves without limits.

The concept of multiple identities and the brand's encouragement of self-expression across all potential identities.

The brand's connection to the music world and its reflection of different identities and expressions.

The brand's ethical stance and the impact of every purchase made from a values-driven perspective.