Brain & Beast's Show Addresses the Dangers of Retail Therapy
Andrea Kurucz — February 11, 2019 — Fashion
References: brainandbeast & instagram
More and more people are living with 'Oniomania,' which speaks to a person's urge or compulsion to purchase something that they do not need, and this condition was addressed in a fashion show by Brain & Beast.
The talented Spanish design brand, Brain & Beast, made a surreal satellite collection on 23rd edition of 080 Barcelona Fashion days. The collection is helping to face reality from the positive point of view while spotlighting the relationship between therapeutic fashion objects and emotional outlets.
Brain & Beast proposes mixing garments which combine emotion and reason, with a very strong influence from contemporary culture without leaving out oodles of sophistication and a serious sense of humor. Each piece featured on the runway comes equipped with a purposefully oversized price tag, reminding consumers to think about their shopping habits.
The talented Spanish design brand, Brain & Beast, made a surreal satellite collection on 23rd edition of 080 Barcelona Fashion days. The collection is helping to face reality from the positive point of view while spotlighting the relationship between therapeutic fashion objects and emotional outlets.
Brain & Beast proposes mixing garments which combine emotion and reason, with a very strong influence from contemporary culture without leaving out oodles of sophistication and a serious sense of humor. Each piece featured on the runway comes equipped with a purposefully oversized price tag, reminding consumers to think about their shopping habits.
Trend Themes
1. Emotional Fashion - Designing clothing items that serve as emotional outlets for individuals, a trend that addresses issues of compulsive buying and retail therapy.
2. Fashion as Therapy - The trend of using fashion as a form of therapy, creating clothing items that help individuals deal with mental health issues such as oniomania.
3. Price Tag Awareness - Making consumers aware of their shopping habits with the use of oversized price tags on clothing items, a trend that aims to curb compulsive buying habits.
Industry Implications
1. Fashion - The fashion industry can tap into the trend of creating emotional fashion items, providing a new market for clothing that serves as an emotional outlet for individuals with mental health issues.
2. Mental Health - The mental health industry can utilize the fashion as therapy trend to incorporate clothing as a form of treatment for patients with compulsive buying and other mental health issues.
3. Retail - Retail businesses can capitalize on the price tag awareness trend by using oversized price tags on clothing items, encouraging consumers to think before they make a purchase and potentially reducing returns or exchanges.
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