Aganovich brand created by  Brooke Taylor and Nana Aganovich based in Paris has begun a statement transforming the way that everyone knows as fashion into a real understanding of how our clothes are made of and how that can support the environment, so they started a Kickstarter campaign in order to create Invisible Acts as a side project of Aganovich. We chatted about what this project is about and if you wanna be part of it just click here and consider starting to donate so that could be real.

 

HOW DO BOTH START INTO FASHION?

We met in London in 2002. Nana had just graduated from the MA course at Saint Martin’s. We fell in love and wanted to work on something together forever. Clothes played a huge part in our friendship.

WHAT’S THE WORST AND THE BEST PART OF MAKING SLOW FASHION NOWADAYS?

The term ‘slow fashion’ is an oxymoron. Fashion always wants the freedom to be fast; not fast in terms of the products like H&M or Zara but fast in terms of superstars. One day Celine is cool and Gucci’s not; the next day vice versa. So that speed and euphoria are built into the supposed coolness of fashion. Ethical considerations require slowness; time and reflection, verification. So by definition slow fashion isn’t really fashion. Therein lies the biggest problem. How to make the slowness of slow fashion cool.

This challenge is both the best and the worst part of making slow fashion.

HOW CAN INVISIBLE ACTS CHANGE THE WAY WE KNOW ABOUT THE ACTUAL FASHION INDUSTRY?

We don’t claim to be able to change anything. But simply to add one more vote to the process, one more voice. It’s like smoking; we noticed a lot of people keep smoking (we included) because they honestly believe one day they will be able to stop. And then it’s too late. It’s a weird core dynamic of the activity. “I smoke because I won’t”. Ethical manufacturing concerns operate a little bit the same way. “Oh yeah…I’ll get round to that”. This is a small way for us to say ‘don’t wait’. Think about it now, talk about it now. Do something about it now. It’s the old ‘be the change you want to see’ idea.

PLEASE SHARE SOME OTHER WAYS TO SUPPORT THE ENVIRONMENT THROUGH FASHION AND SLOW FASHION.

A good salesman appeals to your sense of limited time. “This offer is only available for the next 24 hours, or till tonight etc”. It’s how we get pushed sometimes to buy things we don’t need or buy more than we need (‘3 for 1 offer, Black Friday etc).

A salesman’s worst nightmare is someone with a strong sense of foundation or purpose who insists on slowing down the purchasing process. When you give into the salesman’s pitch you overlook a million little things that in a normal state of mind you might actually think about: Is this a good deal? Is it well made? Am I ok with where this came from? How long will it last?

All of these important questions ultimately and naturally relate to the environment, community, working conditions, real ‘value for money’.

The food industry went through the same process. I still remember the day when I was working in a restaurant when we added the term ‘line-caught’ to the seabass listing. Enough people asked the simple question “Where and how was my fish caught..?”

Just ask. It’s free, it’s easy and it’s your right.

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