90 hrs / wk
Gerard López Pie
“New Next In is a reflection on trends as the founding point of today’s fashion industry landscape. Trends serve as a mechanism for constant renovation and provide a way to submit to the ever-changing needs of the market. The perpetual invention of new trends has become the main pursuit of the creative world – on the look to maintain or sometimes accelerate the pace of change, therefore nourishing production and encouraging consumerist culture as a whole.
The collection serves as a critique about this creative practice – in that a given cultural trait (created organically and collectively by a specific group) is appropriated from its origin, processed and recreated into a fashion trend. Throughout this process the “new” is created as a product for the upcoming seasons. In consequence, an amalgamation of decontextualised and regurgitated trends with incompatible elements are born.
Silk scarfs are loved in fashion world, they are significative ornamental garments. This scarf feature the quote 90 hours a day and loving it. That phrase was printed on some sweatshirts that Steve Jobs gave to his workers celebrating how proud they were to be part of the company. Market rules submitted the Apple’s workers and in this way, they represent the creative class that nowadays shapes the fast fashion industry in northern countries. This creative class also works in the fashion industry where they generate the subjection to a certain kind of temporality, like in the case of color, which is selected in every season by a private corporation such as WGSN.” (Text: Noela Covelo)