Philosophy...
The Rise (and fall) of Functionalist Fashion

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Functional fashion has always existed in many forms. In the 1980s, functionalism meant extravagance with velvet scrunchies, synthesizer guitars and Princess Di multi-Swatch assessorising. Regrettably, times have moved on with the exponential growth of technology. Design and technology exist to simplify our lives and must function efficiently to accommodate complex technological advancements. This duality has been confused by tech-nologic-ally relevant fashion, highlighted recently in the street label. Practical is not a word often used to describe fashion. But if multi-functional versatility is your thing, strap on a utility pouch.

Fashion is never simple and rarely purchased for practical reasons. Fashion Functionalism is merely a disguise; a convenient excuse for indulging in the latest trend. The product and its practical function are not the end goals of the purchase. The purchase is merely a way of satisfying ulterior motives such as social membership or approval.

For example, a functional attribute such as warmth is not top on our list when shopping for a winter coat. We seek the colour du jour. The right label. The right trend. We are motivated by the desire to fit in (usually by standing out). Nevertheless, it is with irony that through utilitarian (functional) attributes we express our hedonic (emotional) desires. Who makes us believe we can not do without a millennia of items (a minimalist lifestyle). We are the faux generation where we establish our identity through fashion and product allegiance rather than ideology. No one can form a distinctive culture by themselves.

With functionalism going en masse, let's sit and watch the fashion elite polarise towards outlandish glamour or european peasantry because publicity for the cognescenti works against the cognescenti. Public fame is only for fifteen minutes, baby.