Derived word of fashion

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We offer to seethe history of the origin of the word fashion in English on third party sites: (recommendetymonline.com — an excellent compilation of different versions of the origin of a word):

> etymonline.com

> dictionary.com

Morphorium for

Good way learn foreign words faster — learn words that are close to each other from morphorade! Easy to remember a series of words (morphorade) based on the modification of the initial word.

1

cut, style, fashion, cut.

2

fashionable fashionable

3

fashioned made

4

fashion shaping

#fashion #fashionable #fashioned #fashioning

Well, how do you like our morphorade? Agree that it’s easier to remember all these words together?

Similarity in the first N letters of a word / beginning and end of a word

learn words in pairs! Is a great way learn foreign words faster!

pairs found: 2

cut, style, fashion, cut.

{ fashion + show }

cut, style, fashion, cut.

pair:#1{••}

+designer

cut, style, fashion, cut.

fashion + designer:

fashion designer fashion designer

remember { + designer } in a bunch!

pair:#2{••}

+Show

cut, style, fashion, cut.

fashion + show:

fashion show fashion show

remember { + Show } in a bunch!

Sample sentences in the past time

Source: http://www.znajkino.ru/english_rus_fashion.htm

25 popular clothing idioms

Idiomatic expressions are stable phrases with a figurative meaning. In other words, they should not be taken literally, since they have a special, hidden meaning: this is why idioms often cause difficulties for people learning English as a foreign language.

Before you — 25 well-known English idioms about clothes, which will no doubt be useful to you.

# 1: Wolf in sheep’s clothing — a wolf in sheep’s clothing

«A wolf in sheep’s clothing» is called an insidious and cruel person who pretends to be harmless:

Aunt Agatha is a wolf in sheep’s clothing. Inside her home, she verbally abuses her household members. Outside her home, she is nice and caring.

Aunt Agatha is a real wolf in sheep’s clothing. While at home, she insults her household, and outside it becomes sweet and caring.

No. 2. With hat in hand — humbly

The idiom with hat in hand or cap in hand («with a hat in hand») is translated «humbly, humbly, humiliated»:

With hat in hand, the youth asked the girl’s parents for her hand in marriage.

The young man humbly asked the girl’s hand from her parents.

No. 3. Wear the pants in one’s family — to be the head of the family

It is said that a woman «wears pants in the family» if she is the main breadwinner and mistress of the house. And they also say this about a woman with a masculine character.

The wife clearly wears the pants in her family. She earns much more than her husband and tells him what to do all the time.

The wife is clearly in charge of the house. She earns much more than her husband and commands him.

No. 4. Wear one’s heart on one’s sleeve — do not hide your feelings

“Wearing your heart on your sleeve” means openly expressing your feelings. Phraseologism dates back to the times when a knight before a tournament attached an emblem or a scarf of the colors of the coat of arms of the lady of his heart to his sleeve (the first written mention of this expression occurs in Shakespeare’s tragedy «Othello», act 1, scene 1).  

He wore his heart on his sleeves and told everyone he was madly in love with her.

He did not hide his feelings and told everyone around that he was in love with her without memory.

No. 5. Tighten one’s belt — tighten the strap tighter

The expression, as in Russian, means the loss of financial well-being, a modest life on the verge of poverty.

Charles tightened his belt and lived below his means so he can keep money aside.

Charles tightened his strap and lived sparingly so that he could save money.

No. 6. Roll up one’s sleeves — roll up your sleeves

Like its Russian equivalent, the idiom means that a person is prepared for an important or difficult job.

Source: https://skyeng.ru/articles/25-populyarnyh-idiom-ob-odezhde

Review of the «reader» PocketBook 630 Fashion — «Hacker»

E-books have gained so much popularity that they have become faithful companions of millions of people, being in sight often more often than the same phones, but at the same time, for the most part, they are devoid of any design delights.

«Reading fashionably» — this is exactly the idea that was guided by PocketBook, creating its new PocketBook 630 Fashion reader, designed to become a part of the everyday image of a stylish book lover. At the same time, a beautiful appearance does not mean a lack of innovation: the new gadget embodies all the company’s technical developments in recent years, since the two leading models were taken as a basis — PocketBook 650 and PocketBook Touch 2.

Stylish appearance, the latest technological advances, traditional omnivorous formats and a crocodile leather case from the fashion brand KENZO — these are the components of the success of the new reader.

TECH SPECS

Screen: E Ink 6 ″, multitouch, backlight
Color: gray
Processor: Allwinner A13, 1000 MHz
Memory: 256 MB
Persistent memory: 4 GB + microSD
Governing bodies: power and scroll buttons
Operating system: Linux + PocketBook shell
Supported formats: PDF, PDF (DRM), EPUB, EPUB (DRM), DjVu, 2, 2.ZIP, DOC, DOCX, RTF, PRC, TCR, TXT, CHM, HTM, HTML, MOBI, ACSM, JPEG, BMP, PNG, Tiff
Interfaces: WiFi, microUSB
Battery: 1500 mAh
Extra charges: case KENZO, light sensor
Dimensions: 110 x 151 x 8 mm
Weight: 155 g
Price: 14 999 rubles

Package and design

The packaging is decorated in traditional for PocketBook white and green colors, only this time the cover is transparent so that any potential buyer can appreciate the stylish case and the appearance of the reader. In addition to the above, inside there is a microUSB — USB cable for charging and file sharing, as well as documentation.

The design of the reader is dominated by straight lines, and only the lower corners of the device are slightly rounded. The book turned out to be the smallest and lightest in the line of six-inch PocketBook devices. This was achieved due to the lack of traditional front-facing control keys.

The buttons for scrolling are located at the back (like in PocketBook 650), the rest of the control is realized using the touch screen.

Together with the buttons, the audio jack disappeared (apparently, mods are so harsh that they don’t listen to audiobooks), but the power key, which is habitually located at the bottom of the book, finally became convex, and it is now convenient to press it. Next to it are a microUSB connector, a slot for a memory card and a strap hole.

Most of the front panel is occupied by a six-inch screen surrounded by a thin bezel. At the top is a barely visible light sensor eye. By the way, this is the first time that readers are equipped with such an innovation. The body is completely made of matte plastic: the back and side panels are gray, and the frame around the screen is black.

In general, the appearance of the gadget can be called strict and minimalistic, there is nothing superfluous here. At the same time, it is convenient to hold the reader with one hand — it is small, it weighs a little, and it also easily fits into a pocket.

The movement of the buttons is clear, with a tangible click, but it is far from always convenient to use them (especially when the reader is in a case), often only touch control saves. If desired, the actions performed when you press the hardware keys can be reconfigured.

The assembly is well done: there are no squeaks or backlashes.

Of course, the description of the design of the device would be incomplete if we did not talk about the case that comes with the kit and greatly changes the appearance of the gadget. Its design was developed in collaboration with the world famous design house KENZO.

It is made of a pleasant-to-touch black leatherette with a crocodile-like texture. Outside, the surface is glossy, inside is velvety fabric. There are slots under the side buttons. The cover is attached to the book with two Velcro strips on the inside.

It holds securely, and also does not lose its «sticky» properties if you disconnect it from the reader a couple of times and then put it back.

The case does not envelop the book, but only covers the screen and most of the back surface, so the dimensions of the device practically do not increase. It will protect the screen and the case from scratches, but unfortunately, it will not protect against damage when dropped to an angle. The cover was made very neatly and of high quality, no glue spots or crooked seams could be found.

The book in Kenzo begins to look much richer and more interesting, and the case itself does not seem like something alien to her. Without a doubt, this accessory has been chosen very well.

By the way, there is a version on sale without a cover (and without «Fashion» in the title), but if you want the gadget to really look stylish, we recommend spending an extra thousand and purchasing a book complete with a case.

Screen

The six-inch screen is the pride of PocketBook 630 Fashion. It uses e-ink technology with the ability to display up to 16 shades of gray. The screen does not yellow, does not glare and remains readable even in direct sunlight.

The update is fast, no afterimages were noticed. The resolution of 1024 × 768 pixels, which creates a density of 212 ppi, is sufficient for high-quality display of small fonts.

The image is not distorted even when viewed from a wide angle.

Touch display with multitouch support. Of course, E Ink screens have not yet learned to respond instantly, so pressing should be accentuated, and sometimes wait a split second until rendering occurs. Built-in illumination evenly illuminates the entire reading area, so you can read not only in light, but also at night. The feature of the gadget is the ability to automatically adjust the brightness. The function works well and changes the backlight intensity very smoothly: the eyes do not notice sudden changes.

Hardware filling and autonomy

Inside the reader is a single-core Allwinner A13 processor with a frequency of 1000 MHz and 256 MB of RAM. For ordinary books, such a system is quite enough, but the opening of heavy PDF makes the reader seriously think.

There is 4 GB of permanent memory, which is enough for several hundred books, but if you like to keep your entire library close at hand, there is support for microSD. The reader has a built-in Wi-Fi module that allows you to update the firmware, download books or even use the browser.

Unfortunately, there is no sound output in the gadget.

The battery here is 1500 mAh, which is enough for about 6000 screen updates with the backlight turned off (the E Ink display consumes energy only to change the picture, and is able to display a static picture for an infinitely long time), or almost three weeks of active reading. At the maximum brightness of the LEDs, this figure drops by about half.

Soft

The reader runs a modified Linux operating system and is «sharpened» for touch control. In the center of the main screen, the covers of the last opened books are displayed, the list can be scrolled, and in response to a tap, a book will open in the place where you finished reading it. Below is a list of events indicating the number of new books and the date they were added. Here you can see the names by tapu.

Even below there are three icons: «Library» will show all your books in alphabetical order, «Store» will allow you to purchase new works, and «Browser» will provide access to the global network. Given the refresh rate and the not always responsive sensor, the latter is a bit tricky to do. If you tap on the screen near the bottom border, a menu will open with all the applications installed in the device’s memory.

The pre-installed ones include a drawing, gallery, several games, calculator, ABBYY Lingvo dictionary, notepad, news and cloud storage. If you do the same trick with the top edge of the screen, a menu will drop out, very similar to that used in Android devices, allowing you to go to settings, turn on Wi-Fi, launch the task manager or adjust the brightness.

If you touch the clock in the upper left corner, the calendar will start.

When you open a book, the entire interface is hidden, leaving only the text. To scroll, just touch the right or left side of the display, and to increase or decrease the font size — spread or pinch your fingers, respectively.

If you tap on the center of the screen, several panels appear where you can quickly rewind a book, change display settings, make a note, translate a word from another language, show a table of contents, do a text search, assign a bookmark or write a short review about what you read.

To close the book, you just need to touch the upper left corner of the screen.

In general, the interface is simple and logical, and it is convenient to use it. Nevertheless, due to the slow update associated with the features of the screen, completely switching to touch control is a very dubious decision.

The indisputable advantage of PocketBooks is their omnivorousness. Almost all formats of e-books, text documents and pictures are supported. In addition, when connected to a computer, the reader is defined as a removable flash drive, which allows you to «throw» books into the device’s memory without installing drivers and other «dancing with a tambourine.» The company took care of its users and prudently downloaded several hundred books of various genres to the device.

Conclusion

PocketBook has again managed to create an interesting gadget.

On the one hand, PocketBook 630 Fashion has good technical characteristics, including an excellent screen with automatic backlighting, high autonomy, «omnivorous» formats and convenient software, and on the other hand, the developers have not forgotten about the appearance, endowing their reader with compact dimensions and stylish design as well as providing an excellent case.

Of the shortcomings, we can only note the lack of the ability to reproduce sound and the controversial paging keys. The price of the new item can hardly be called democratic: most stores want 14 rubles for it, which is 999-1000 more than the price of competitors, but it is worth considering that the PocketBook buyer also receives a fashion accessory from a well-known brand.

If you are a book lover and at the same time it is important for you how the device from which you are reading looks, coupled with its compactness, then PocketBook 630 Fashion is your choice. In addition, the reader will look great as an expensive gift.

Source: https://xakep.ru/2015/04/08/pocket-book-630/

The main trends of the fashion industry 2019

The Business of Fashion (BoF) and McKinsey & Company have unveiled a list of the top fashion business trends for next year. The State of Fashion 2019 research lists 10 major trends. Translation of the review is published by Inc.

Experts expect industry growth to slow in 2019: the McKinsey Global Fashion Index, which tracks industry sales, operating profit and added value creation, is forecast to reach 3,5–4,5 percent next year versus 4–5 percent in 2018 year.

The worsening forecast for 2019 is associated with economic and political challenges in Russia, Africa, Latin America, and the Middle East, which may reduce consumer spending.

The report also says that in 2019, China will bypass the United States for the first time to become the largest fashion market in the world.

“Participants in the fashion market started looking ahead to opportunities rather than just focusing on the challenges ahead,” the study says. The authors expect that the main impetus for growth will come from the luxury goods markets, as well as from emerging markets in Asia.

Caution

The industry will be wary of the weakening of key economic indicators and other potentially destabilizing forces, BoF and McKinsey expect. Fashion industry officials will move more cautiously amid fears of a slowdown in the global economy by 2020 and will increasingly explore their options to improve productivity.

Rise of India

India will become the main focus for the fashion industry as the number of middle-class consumers grows and the country’s manufacturing sector strengthens.

Trade 2.0

Companies need to prepare contingency plans in case of a possible reorganization of global industrial and domestic relations. In addition, new barriers, trade tensions and uncertainties could reshape the apparel trade, and new opportunities may emerge from increased trade among developing countries and revised trade agreements.

Relinquishment of ownership

The study talks about the increase in the lifespan of fashionable goods in the background of the development of the business model of rental items, as well as companies offering refurbished and second-hand goods. Fashion market players will increasingly turn to these business models to gain access to new customers who need accessibility from their permanent clothing ownership.

Demand for reaction

Experts point out that young consumers are actively monitoring social and environmental issues.

For example, in some markets, companies will benefit from taking a strong position on social and environmental issues and going beyond traditional corporate social responsibility.

According to researchers’ forecasts, by the end of 2018, the number of mentions of the word feminist (feminist or feminist) in mailing lists or on retailer sites will increase 6,3 times compared to 2016.

Quick shopping

Instant shopping is becoming a pain point in the fashion industry: shoppers want to purchase the product as soon as they see it. Market participants in 2019 will focus on accelerating order fulfillment, increasing the availability of advertised products, and technologies such as visual search.

Radical transparency

BoF and McKinsey believe businesses are expected to have radical transparency and share data with consumers after years of collecting and managing personal data. To set the bar for consumer confidence to a new level, businesses will need to become more transparent in areas such as value-to-consumer value and data protection.

Revolutionizing traditional brands

Traditional brands are beginning to revolutionize business models in response to competitors emerging from declining brand loyalty and increasing demand for novelty, which will significantly impact the operating models of traditional brands, experts expect.

Digitalization

E-commerce players will continue to innovate and bring value-added services to customers. Companies that diversify their ecosystems through acquisitions, investments, or research and development will strengthen their leadership over those who rely solely on retail profits.

Goods to order

Due to automation and analytical data processing methods, startups have appeared on the market that can produce goods to order. This will allow mass brands to experiment, allowing them to quickly respond to trends and consumer needs and reduce oversupply. Analysts expect short-cycle small-scale production to become the new norm in the market.

Source: https://fashionunited.ru/novostee/beeznyes/glavnye-trendy-industrii-mody-2019/2018120324108

What is fashion: the meaning of the word fashion, what is this style in the fashion industry?

Vick Dee

Young people are often interested in what fashion is. So, fashion is a youth borrowing of the English word fashion. The word translates as “fashion«. In Russian, the word is part of compound phrases denoting the work of a fashion designer, a fashion show, the creation of stylish images.

Fashion Features

In the 21st century requirements in fashion become special. The rules that have been worked out are no longer valid. Trends are constantly changing, so it is important to be ready for quick changes, to react sharply to new things.

Fashion in the 21st century

The fashion industry is built on modification, a willingness to try yourself in different roles and be open to new things. For example, men’s clothes appear in women’s wardrobe, and dresses and skirts are no longer popular. Stylish looks often involve a choice of T-shirts, bombers, sweatshirts, and trouser suits.

Fashion psychology — Science of the 21st century.

In reality, psychology is still not able to decipher the personality by what a person is wearing.

Psychology also does not reveal the secrets of creating images. Science is meant to study the features clothing perception and her understanding. Fashion and style are an important part of everyday life, and they cause social changes, affect the mood in society, determine the development opportunities of each person.

The latest research proves that formal, elegant dress has a positive effect on abstract thinking and helps to improve your financial situation.

For this reason, those who want to be successful in a particular industry must carefully think over images and choose the right things for your wardrobe.

Science also confirms: brands offer inclusive things to improve society

For example, people with disabilities often choose sports items for convenience, but face a lack of understanding due to wardrobe, physical characteristics. 21st century is a time of change, so brands need to offer stylish clothes for people.

You also need to know that «fashion from May professional» means tastelessness or a funny image, an incomprehensible style. The appearance of such phrases confirms the serious influence of fashion on the life of every person.

Features of the development of fashion retail

Fashion retail is associated with the effective sale of stylish modern clothing. It helps people to create stylish looks, taking into account the peculiarities of the lifestyle, personal preferences. Stylist salesperson provides the following services:

• unobtrusive and helpful help in choosing things, taking into account the wishes of the client, understanding personal style;
• selection of suitable clothes, regardless of the available assortment of things;
• inviting a customer to the store when a suitable item arrives.

The stylist seller takes an individual approach to each client, taking into account basics of style creation, visual correction of the figure, work with the color of clothes.

Style creation

Features of fashion makeup

Considering that the fashion style is fashionable image, the fair sex is also interested in creating makeup. The following make-up differences are taken into account:

1. Permanent cosmetics are used. Cosmetics must be resistant to external factors, while emphasizing beauty female image.
2. Makeup supports the generated style. In this case, makeup should not attract all the attention to itself. A woman should emphasize the beauty and style of the chosen things, accessories, shoes.
3. Various makeup techniques… Regardless of the chosen method, special attention is paid to the tone of the face. It is important to eliminate traces of imperfections, fatigue, oily sheen.
4. Allowed accentuation of eyes and lips to create a flawless image.

Every woman must be fashionable to fit beauty standards and implement the main fashion trends or still go against such norms, showing individuality. Women, like men, independently choose the appropriate option.

Fashion makeup

Features of fashion photography

Photography and Fashion are closely interrelated, any shooting should be based on this. In the past few years, fashion photography has acquired features that distinguish it from other genres of photography:

1. A good shot requires preparation and shooting hours. Photography art requires serious effort, so not everything is as simple as it seems initially.
2. each trifle in the photo makes sense. The meaning of the word fashion in the 21st century is becoming special. This manifests itself in fashion and make-up, the peculiarities of creating images. It is not surprising that each picture takes on meaning, focuses on a particular social problem or important issue. Extra shadow, dirty spots on things become unacceptable.
3. The photograph reflects the peculiarities of the character, the inner world of the model. For this reason, increased attention is paid to the image of the model and the environment. The inner meaning, the message of the photo must be clear to every viewer.
4. Clothes, makeup, posture of the model become significant. The main task is to distinguish the picture from the many others. Daring and fanciful shots are often allowed, but this does not mean that fashion of the 21st century will certainly be so in all situations.
5. Light in shooting plays an important role. It helps to build the intrigue of photography, a dialogue between the photographer and the viewer.
6. The photo must be associated with a specific milestone of the era, to convey the peculiarities of mood and development, to embody the ideal of the time.
7. Any snapshot is processed in a graphics editor.

Each photographer works with a model in his own way, but he must remember the importance of fashion in order to emphasize stylish image, convey character and mood, focus on the current trends of the chosen era.

Fashion photography

There are win-win shooting trends, which can mean a certain mood, convey the character of the model:

1. Makeup lines become blurry. Sometimes deliberate gross defects are used. For example, you can smudge bright lipstick on your cheeks or accentuate how mascara flows. This will draw special attention to the picture, emphasize the mood of chaos and disorder.
2. Emphasis is often placed on sports uniforms… A healthy lifestyle is becoming popular these days. The fashion industry and thematic shooting are built on this. A model with toned shapes and muscles can be photographed with sports equipment and appropriate clothing. Such filming takes place in the old stadium, courtyard and even in the school gym.
3. Using masks. In the modeling business, it is customary to do emphasis on personality and the inner world of the model. However, masks cover their faces, so there is a protest against the personalization of fashion trends. Masks partially or completely hide the head. Only some areas remain open.
4. Wet hair and clothes. This effect has remained in demand for several years. Wet clothes showcase the shape of the model favorably. Wet hair creates a mood protest against standards beauty, style, fashion.
5. Seated positions in armchairs or sofas. Usually models are photographed standing, believing that it is more beautiful. Despite this, you can photograph a model who is imposingly sitting in an armchair or on a sofa, showing challenge for society… The girl emphasizes her independence.
6. Street photography is often done in unexpected locations. To do this, they choose old city streets, areas with garbage, abandoned houses. The main task is to correctly create the desired image, to focus on the inner mood of the model. This photograph becomes a counterweight to glossy shots.
7. Nowadays it is permissible to do emphasis on imperfections figures and appearance: moles, freckles, irregular facial features. If the model agrees, the imperfection can be emphasized. Such photographs allow you to go against the standards of beauty.
8. Puppet poses and stoop look interesting on thematic photos… Beforehand, they make doll makeup for the model, choose unusual clothes. Sometimes there is a deliberate depersonalization of the character. It is believed that such photographs highlight how important each person is.
9. Pastel colors and minimalism Is another trend. Glossy magazines are associated with overkill. Talented photographers choose pastel colors, discreet clothing, and a minimum of makeup for the model. Even the background can be solid. Such pictures are different from the rest.

Fashion style

Knowing what fashion means in the 21st century, you can think over the features of creating a stylish image, emphasizing the inner world of the model. With the help of fashion and makeup, photography often manages to focus on social problems in society, so that in the future it would be possible to successfully fight them.

August 30, 2018, 21:46 Additional discount + 8% on all SUNLIGHT jewelry upon delivery (promo code «style8») Valid only for online orders before 31.05.2020. The discount does not apply to gold chains, chain bracelets, gold wedding rings, promotional items and Hit Price items. Cannot be combined with other discounts.

Source: https://sunmag.me/interesnoe/chto-takoe-feshn.html

How sustainable fashion develops in the Scandinavian countries

In Russia, only a few designers promote a responsible approach to fashion, while in the Scandinavian countries and, in particular, in Finland, this is becoming the basis for the development of almost any small brand.

Culturologist Olga Gurova talked about what is meant by the concept of “sustainable fashion”, how various fashion institutions relate to it and how long-lasting this trend is, and we have selected several Scandinavian brands that are, to one degree or another, based on the principles of responsible fashion.

Olga Gurova, PhD in Cultural Studies, Research Fellow, Faculty of Social Sciences, University of Helsinki

The concept of «sustainable fashion» can be translated into Russian as «sustainable fashion». In general, “sustainable fashion” implies a responsible attitude towards the planet, nature and people. One of the popular principles on which sustainable fashion is based was proposed by the American architect William McDonagh and the German chemist Michael Braungart.

It is called «from cradle to cradle», that is, when starting work, a designer thinks about all stages of a thing’s life cycle: how it appears, how it is used and where it ends its life. The system is supposed to be sustainable, in the sense that the production and consumption of things does not harm the planet’s ecosystem.

Responsible designer approach to fashion is the main principle of sustainable fashion, therefore the concept of “responsible fashion” accurately reflects its meaning.

Sustainable Fashion Principles

The life cycle of a garment includes a number of stages. Tracking processes at each stage — from production to consumption — and aligning them with the principles of minimizing harm is not easy.

Finnish researchers Maarit Aakko and Ritva Koskennurmi-Sivonen have systematized sustainable fashion practices. For example, a designer should:

— choose environmentally friendly materials or fabrics made from recycled fibers, takes care of waste recycling; — use renewable and recyclable resources and materials; — choose only the most necessary and safe procedures associated with dyeing, washing; — use waste-free cut, transparent labor organization, fair pay, transparent supply chains; — participate in socially significant projects, apply participatory design; — save resources by applying different ways to extend the life of things, use local resources so as not to waste resources on transportation; — do business transparently;

— to draw attention to sustainable fashion through aesthetics, uniqueness and quality of things.

Of course, the listed criteria create an ideal picture, but in reality, designers are only striving to make those components of the business that they can more sustainable.

Attitude of Scandinavian brands to sustainable fashion

Sustainable fashion is popular with Finnish designers. This is due to the general culture of attitudes towards nature, the environment and people characteristic of the Scandinavian welfare states. Small brands can offer a unique product compared to that of large corporations focused on «fast fashion». Here we cannot speak of direct competition, but small brands of sustainable fashion occupy their own niche and have their own consumers.

Often, the reasons for choosing this particular approach are associated with the value system of designers. Adhering to anti-capitalist, anti-corporate and anti-consumerist principles, they choose the path of creating their own brand, rather than working for a corporation.

Finnish brand Samuji aims to create classic and sustainable designs

New approaches of small brands of sustainable fashion

«Upcycling» — the creation of clothing from used clothing. Upcycling differs from recycling in that in the first case, the goal is to minimize waste, and in the second, to create a thing with added value. The added value appears as a result of the designer investing his creativity in its production.

Upsykling is reminiscent of what Russian women practiced in Soviet times and in the years of post-Soviet shortages when they altered and decorated things. True, then this was done not out of love for nature, but out of scarcity and poverty, as well as in search of individuality.

Another approach is trashion. This word is derived from the words «fashion» and «trash» — «fashion» and «trash». Trash involves the production of clothing and accessories from non-conventional materials.

For example, Finnish blogger and sustainable fashion promoter Outi Les Puyu made the dress for the annual Presidential Ball on Finland’s Independence Day from aluminum coffee capsules designed for coffee machines.

This dress exemplifies activism and draws attention to the issue of sustainable fashion.

Another approach that designers use is the principle of “zero waste”, which involves minimizing fabric waste during cutting.

The next approach is called «slow fashion». Unlike the “fast fashion” of multinationals, slow fashion suggests that the designer focuses on product quality, uses manual labor and local resources, and creates products that are focused on long-term use. A similar approach is taken by luxury brands focused on piece production.

Anna Ruohonen brand creates clothes without reference to seasonal trends, from high-quality materials and in small quantities

In general, there are other approaches — for example, using organic materials or providing services to fix or rent things. Designers can choose any of the approaches or come up with something new.

The attitude of large companies towards sustainable fashion

Sustainable fashion advocates criticize large companies for not following these principles. They are also accused of greenwash or «green camouflage» — the use of sustainable fashion for advertising purposes, when in reality their actions are not effective enough or pursue other goals.

Nevertheless, large Finnish companies are trying to launch programs following this trend. For example, textile firm Finlayson said the country was drowning in its own waste and announced a company to collect and recycle old home textiles.

As a result, rugs should be made from textile debris.

The initiative is commendable, the campaign aroused interest among the Finns, but its effectiveness needs to be tested: whether it stimulates recycling or promotes the consumption of new goods, because for the old textiles handed over, the participant gets a discount on the new one.

The attitude of the state towards sustainable fashion

If large companies join the trend rather for advertising purposes, then the universities are doing serious work to develop eco-materials — the state invests in such projects.

For example, Ioncell-F ™, a process for processing natural cotton fibers obtained from used textiles, was proposed by the staff of Aalto University, the University of Helsinki and the Finnish Technological Research Center (VTT). The new material is not inferior to the highest quality cotton.

This technology has won the H&M Global Change Award. Recycling old material into new one contributes to the development of the so-called «circulation economy» — another very popular trend at the present time.

The Finnish brand RCM focuses on the production of organic clothing. Clothes are sewn in a Chinese factory certified by international organizations for organic textile standards

Sustainable Fashion Challenges

Source: https://www.be-in.ru/blogslist/36866-sustainable-fashion/

Tiziana Terenzi: the Italian word in the world of perfumery

To the question «How many fragrances have you created?» Paolo Terenzi has no clear answer. Approximately two thousand. But after all, not all fragrances are destined to appear on store shelves, some remain waiting in the wings in the huge library of Paolo’s fragrances — the nose of the perfume brands Tiziana Terenzi, V Canto and Giardino Benessere

Family brand Tiziana terenzi has a rich and long history: in 1968, Guglielmo Terenzi (the grandfather of Paolo and Titiana, brother and sister, who continue the family business today) opened a small workshop for the production of candles.

In it, he spent all his free time, mixing plant extracts and melting wax. Paolo loved to watch his grandfather work, but even more — to walk with him for a long time in nature.

Guglielmo developed his grandson’s sense of smell as soon as he learned to walk: he blindfolded Paolo and brought flowers, tree leaves and other natural gifts to his nose, and the boy had to guess what was in front of him.

Despite Paolo’s childhood in the world of perfumery, the debut fragrances of Tiziana Terenzi appeared only in 2012. Up to this point, the current nose of the company has come a long way from being a musician and legal philosophy student to one of the most prolific perfumers of our day.

Before releasing the first fragrance under the family brand, Paolo had to devote more than one year to working on perfume lines of popular brands. His assets include fragrances for Salvatore Ferragamo, Versace, Dior, Gucci, Brioni and many, many others. True, he talks about this without much eagerness, because he finds real pleasure in niche perfumery, to the creation of which he has been striving for so long.

Now he can fully devote himself to what he loves — the creation of original author’s unisex fragrances — and does not hide his joy about this.

Tiziana Terenzi: Travel Memories

Paolo — perfumer Tiziana terenzi, his sister, Titiana, is responsible for design and brand promotion. All fragrances are based on natural plant extracts. That is why perfumes from the Terenzi family are known all over the world for their incredible durability.

«Born in fire» — this is how Paolo describes his creation, referring to the past of the brand. There is a story behind every Tiziana Terenzi fragrance — a memory of a journey. Some of the trips bring memorable souvenirs, while Paolo collects scents.

With each country visited by the perfumer, he is associated with many olfactory memories, which later turned into the fragrances of Tiziana Terenzi.

V Canto: a fragrant collection of poisons

Paolo begins his acquaintance with this brand with the fragrance Lucrethia, named after Lucrezia Borgia, illegally born daughter of Pope Alexander VI, whore, adulteress and poisoner. She became famous for her incredible beauty and equally incredible cunning. Especially a passion for poisons.

And here’s another scent Arsenic — translated from Italian as «arsenic» — is enclosed in a luxurious package, which comes with a golden ring. It was done for a reason. This decoration is a reference to the rings of the nobility of the 15-16th centuries, which were used not only for their intended purpose.

Inside, such rings were left hollow and stored in them poison, intended for enemies who had lost their vigilance. As soon as the poor man turned away, the poison turned out to be in his food or drink.

Paolo treats each of the fragrances like his own child and is ready to describe them forever. Moreover, one of them will bear for months, and the other will shoot in an instant. “I can smell the scent even before it gets together in a single bouquet and enriches the assortment of our House,” says Paolo with inspiration. — And the idea may appear to me at the most unexpected moment: on the plane, on a walk, during lovemaking. Then I must urgently run to the laboratory and create. «

The perfumes from Paolo Terenzi are as passionate and poetic as their creator. “Most often my works are characterized as complex,” the perfumer smiles. And one cannot but agree with this: one just wants to substitute the prefix “art” for his perfumery, because this is true art.

The brands Tiziana Terenzi, V Сanto and Giardino Benessere are exclusively represented in the Kravt and L’escal stores.

Anastasia Karaseva

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Source: http://fcollection.by/tiziana-terenzi-italyanskoe-slovo-v-mire-parfyumerii/