London-based label Tourne De Transmission revealed its Spring/Summer 2018 collection and it addresses its views on the lack of transparent truth within politics. The entire capsule is comprised of many layering and deconstructed pieces to represent the layers added on top of the truth within the media. The message is translated through pieces such as trench coasts, lightweight jackets, cropped trousers, hooded jackets, vests and short-sleeve button-downs.
The deconstructed concept the new Tourne De Transmission exudes is intended to represent a divide within society. The label translates its opinions of the world through contemporary fashion and spreads the message through its offerings. Tourne De Transmission expresses that the political system gives the illusion of progression when its not really there, and that there is a layer the public is not meant to see through.
Why This Trend Is Growing
- Political Fashion Statements
- Fashion brands are creating collections that make a political statement, opening opportunities for other brands to follow suit and align with political or social issues in order to engage customers and create a deeper connection
- Deconstructed Design
- The use of deconstructed design elements in fashion apparel is gaining popularity as a way to communicate deeper, more complex messages and narratives that align with consumer values and can become a competitive edge for brands
- Artistic Activism
- Artistic activism movements are growing worldwide, and fashion brands are embracing this trend by creating collections that communicate a message, creating social impact, opening communities to discussion and cultivating a loyal customer base
Industries Being Reshaped
- Fashion
- Fashion industry players can leverage the political discourse to create collections and establish their brand as socially conscious, appealing to a wider audience and creating conversations
- Media
- Media outlets that focus on political coverage can create partnerships with fashion brands that hold similar values or messages, broadening their audience and reinforcing their credibility
- Advertising
- Advertisers can create campaigns tailored to socially conscious consumers with the use of politically charged messages and designs, tapping into a demographic that values social engagement and responsibility
