Tigran Avetisyan is a Russian-Armenian menswear designer whose latest collection includes 12 pieces that are all doubles of the other. The bold choice made by the designer in doing so corresponds with the words that are written on all of the looks: "Nothing Changes." Inspiration for the series came from the idea that fashion has become too repetitive in a time where marketing has overtaken the industry.
The collection follows another by Tigran Avetisyan that made a comment on society's obsession over brands. The designer claimed that people no longer care what the clothing looks like anymore, they just care about that label that goes along with it.
Another series called 'Commodified Punk' saw the designer cover conventional clothing items with stables. For the 12 identical looks in his latest collection, Tigran Avetisyan takes from his own Spring/Summer 2014 line. With this, the 2017 series was titled 'In Loving Memory of Spring Summer 2014.'
Why This Trend Is Growing
- Fashion Repetitiveness Commentary
- Designers commenting on the lack of originality in fashion through repetition and copies.
- Anti-brand Obsession Movement
- Challenging society's obsession with brand labels rather than the clothing itself.
- De-constructed Clothing Trend
- Creating unconventional clothing pieces by adding staples or duplicating and tweaking existing designs.
Industries Being Reshaped
- Fashion Design
- There is an opportunity for fashion designers to explore unconventional design techniques and materials that challenge the repetitive nature of the industry.
- Marketing and Advertising
- Marketers can respond to this movement by promoting unique designs and celebrating creativity that deviates from popular brands and trends.
- Sustainable Clothing Production
- This trend highlights the importance of creating unique and meaningful clothing that can last longer and have a lower impact on the environment.
