Fashion System - Roland Barthes

Roland Barthes, a French sociologist, in his book Fashion System (1967), states: *"If producers and consumers of clothing had the same awareness, clothing would only be bought (and produced) according to the very slow pace of its wear and tear."*

Logically, one would only buy new clothes to replace those worn out by use.

However, fashion is a system "invented" to encourage the continuous purchase of new products.

To achieve this goal, producers have created a system that, according to Barthes, "replaces the short time of wear with a sovereign time, free to self-destruct in an act [...] annually".

The fashion system creates a time cycle lasting about a year (the time required to renew collections), which, once completed, self-destructs.

This process makes existing products obsolete, paving the way for new ones.

You will be offered new styles to personalize your appearance.

Will you resist the temptation to use the latest trendy colors?

DEBRIEFING Fashion System, Barthes

The square with colors represents fashion, which introduces new collections, trends, and colors at regular intervals.

By clicking on the square with the new color, you accept and "wear" the new fashion.

Did you choose the new colors, or did you continue using the now outdated ones?