Vestoj, Issue 6

When looking at the fashion industry (promotion industry), questions of numbness and superficiality arise. With the promotion industry moving nearly completely into an online sphere, I wonder if it looses touch with the analog world. The paradox here is that social media marketing, seems to focus on 'real' people (bloggers etc.). By ignoring the fact, that we seem to be building spaces in our heads that coexist in the real and the virtual, the bridge between the both seems to be disappearing within fashion. For clothes to work as a communication tool of our souls, they have to exist in a context. There is no way you can communicate a meaning found in clothes by taking staged 'real' photographs of 'important' fashion people. Fashion seems to be aware of its online existence, but fails to use it as an advantage.
The relation between space, time and our clothes seems to be so mixed up, that it is hard to keep track, which results in a numb feeling and a body detachment. This can also be applied to Hito Steyerls "Liquidity" artwork, which criticizes mass consumption.
“I am liquidity incorporated… the rainbow… torrent…cloud”.

To establish a relevance of fashion as communication, it has to be taken back to a reality that exists outside of the industry.

"To me style is just the outside of content, and content the inside of style, like the outside and the inside of the human body - both go together, they can't be separated." Jean-Luc Godard

Clothes could(should) function as a transistor. Something between mind and body...

Adbusters Magazine -
commenting on consumerism and the idea of fashion with a clever juxtaposition
(+ the paradox of globalisation and racism)