Amazon Takes Over Fashion
We know her, we cherish her, we appreciate her convivence: Amazon. Through the sleepless nights, chaotic days, breakups, parties, school projects, you name it, Amazon will get you through. Sad, tired, bored, excited, preparing, and all other adjectives in the English language, you can turn to Amazon with that feeling.
Our society is not only obsessed, but a level of addicted to instant dopamine. Amazon knows the science behind how to target this feeling within all of us. Anything we could ever need gives us the promise of being in our hands within the next two days.
The problem with this promise of instant dopamine to every person in the world also comes with downfalls. It means that the turnover in making products has to be faster than the rate at which people are ordering. You can’t avoid ordering from Amazon. I’ve personally tried to stop, and there are just some things that aren't being sold anywhere near you.
The rate at which this affordable product is being made means one, the product itself is not the best quality, and two, the production is being outsourced to workers in third-world countries. Meaning these people will work in unethical conditions for a small amount of compensation. With an extreme amount of product being made also means an extreme amount of product being wasted—adding to global waste and also global environmental concerns.
With that being said, Amazon has created its own section of in-house designs. They are designing and producing their own label, which is an interesting idea for a company that is for things you can’t find at Target. They’re marketing this in interesting ways, such as the mini show "In Bed with Paige DeSorbo" and the LIM fashion show.
Amazon Fashion sponsored the LIM fashion show with a very healthy budget, with the stipulation that we had to include their label in a section of our show. The clothes that were included within this section of the show were a different style from their counterparts in our sister school, ESMOD, and even our own fashion design club.
The materials they used were visibly worse in quality, looking as if they were more rigid and unable to move with the body. The clothes were ill-fitting on the models, and the models themselves seemed to be more uncomfortable in these clothes.
They were also styled in much less mature ways as compared to the ESMOD section of the show, such as in a baseball cap with a long dress. The outfits within the section felt randomized and as if they didn't have a theme, varying in color, style, material, and fit.
A look from Amazon section
A look from the ESMOD section
In a world of fast fashion, I find it interesting that a trillion-dollar company would want to join this competition instead of finding a new route to sustainable or higher-end fashion products. Fast fashion is an easy way out for Amazon. It's what they already do when it comes to the rest of their products, but I think it may have been an incorrect move for a conglomerate like Amazon. Their Amazon fashion line is cheaply made with poor materials, with no soul behind the design, and they want to advertise it in a fashion show, a fashion school fashion show at that.