Nadia just did a post about contrafashion!
She elaborates on my loose points and then adds some of her own, highlighting the utility/appearance divide, as a continuum.
While I don’t think that the categories utility/appearance are mutually exclusive, I *do* think that all clothing companies have priorities and that these are ordered; either something is designed with more importance on one aspect or another.
A fellow Canadianophile like myself, Nadia brings it home:
I think that a lot of Canadian fashion falls under the heading of contrafashion, clothes which aren’t made to impress or to “improve your image”, but are made for living in. Companies like Mountain Equipment Co-op, Mark’s Work Warehouse and Lululemon Athletica are all companies which aim to clothe the middle class as they life their everyday lives. You’ve probably never heard of these companies if you’re not Canadian.
All this talk about the utility/appearance divide, that gives me an idea! Let’s make a quadrant graph!
What quadrant do you think Lululemon is on? What direction is it coming from, and where is it heading? Feel free to add arrows and repost. I’ll add my own arrows later… thanks Nadia for giving me something to think about!