How our customer should slow down & come to rest for a moment when wearing our couture accessories.
How do we follow slow fashion principles?
cen. follows the principles of slow fashion, in particular through design and production measures. Only a limited number of models of our sustainable couture accessories will be designed and produced each year. Hereby, we are counteracting the overconsumption and overproduction of fashion items.
The term "slow fashion" basically describes sustainable and conscious fashion consumption. This includes the consumption of garments made from environmentally friendly materials and recycled clothing as well as second-hand fashion. In addition, durable and high-quality clothing is preferred, as well as the conscious purchase from small and regional fashion labels. Through this conscious buying behaviour, slow fashion decelerates throwaway consumption in the sense of fast fashion in our society and gives existing garments more value.
In addition to the intended limitations in model development and production of our couture accessories, our chosen cen. design language should also encourage deceleration and simplicity. We want to achieve this in particular through a reduced and repetitive selection of colours and materials across several collections. Furthermore, clear, repetitive cut shapes within a collection should convey a feeling of clarity and calm. Our customer should slow down and come to rest for a moment when wearing our “jewels". Through our slow fashion approach, we aim to encourage sufficiency and create awareness for high-quality and sustainable materials, products and production methods that do not harm nature.
Why do we follow slow fashion principles?
As already described, slow fashion primarily pursues the intention of counteracting the fast fashion movement, which poses great challenges to our society and especially to our environment. It has many advantages - whether for us humans or for nature - which are in alignment with the vision and further values of cen:
First of all, global water scarcity is one of the biggest environmental problems of our time, because we can only drink a fraction of the water on earth. Slow fashion supports the reduced discharge of wastewater into clear waters and counteracts water scarcity overall. In addition, the slow fashion approach promotes fair and healthy working conditions, because unfortunately fashion articles are still predominantly produced under inhumane conditions in "low-wage countries".
Furthermore, slow fashion can save money in a sustainable way, because in the long run it is financially worthwhile to rather invest in durable quality goods. In keeping with the zero-waste lifestyle, slow fashion also advocates the upcycling of old, worn-out and long unworn garments by restyling, repairing or partially reusing them. Finally, a lifestyle in the sense of slow fashion enables one to develop a new personal consciousness and thereby live more minimally.
5 reasons why it is so important for cen. to follow slow fashion principles:
Slow fashion reduces overconsumption and overproduction.
Slow fashion promotes durable quality goods.
Slow fashion supports the creative upcycling of existing clothes.
Slow fashion enables personal consciousness and minimalism.
Slow fashion promotes the respectful treatment of natural resources.
Paying attention to slow fashion, we aim to ensure the valuable use and higher appreciation of resources from our nature.
by Viktoria Heinzel
references:
Braumüller, J., Jäckle, V. & Lorenzen, N. (2019). Fashion Changers. Knesebeck Von Dem GmbH.
Fletcher, K. (2020). Fashion, fast and slow, in: Evans, C. & Vaccari, A., Time in Fashion, London: Bloomsbury, 69-72.
Fletcher, K. (2010). Slow Fashion: an invitation for systems change, in: Fashion Practice, 2 (2), 259-266.
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