The JoAnn Berman pre-fall 2010 collection only cements that this designer remains the reigning queen of reconstruction. The entire collection is made by hand and the garments are 99% reconstructed from donated materials, used clothing from vintage and second hand stores. This is only a preview of her collection, which only makes me want to see more. There is certainly going to be more in store for Fall 2010 from this amazing designer.
Implications - Berman's collection was routed in her inability to afford the materials she needed to start her collection back in 1977. This started a wave of DIY fashions that despite their root in art and not environmentalism, became the face of green fashion. In a world where green is on everybody's mind, the recyclable element of her clothes is an excellent marketing and sales tactic if nothing else.
Greenified Fashion
The Joann Berman Pre-Fall 2010 Collection is Eco-Friendly
Trend Themes
1. Reconstructed Fashion - The Joann Berman collection highlights the trend of reconstructing garments from donated materials, providing an opportunity for sustainable fashion brands to explore eco-friendly design practices.
2. DIY Fashion - Berman's DIY approach to fashion has sparked a trend of handmade and personalized clothing, presenting an opportunity for small-scale designers to cater to the demand for unique and customized apparel.
3. Green Marketing - The use of recyclable materials in Berman's collection showcases the growing trend of green marketing, urging businesses across industries to adopt eco-friendly practices to attract environmentally conscious consumers.
Industry Implications
1. Sustainable Fashion - The Joann Berman collection sets an example for the sustainable fashion industry to embrace reconstruction techniques and eco-friendly materials in their designs.
2. Handmade Fashion - Berman's handmade garments inspire the handmade fashion industry to promote individuality and craftsmanship in their collections.
3. Marketing and Advertising - Berman's successful use of green marketing tactics encourages the marketing and advertising industry to focus on sustainability and environmental consciousness in their campaigns.