honorable mention
Dasha Pears finland
title
Old is the New New
What will the revitalized fashion industry look like? This project is our speculation on the possible options based on the Finnish fashion culture traditions, deep-rooted in love with mother-nature, and huge respect for giving new lives to old items.
With this project, we are telling 8 stories of contemporary Finnish-fashion addicts. It's sort of a guide of today's Finnish fashion scene. We spent months observing how Finns dress, shop, and recycle their clothes. We talked to influential people in the local fashion industry and researched how sustainable values are flourishing in the production process of garments.
Each story has its own unique flavor and represents a particular subculture, but all of them are connected by similar views and values. The stories are our fantasies and interpretations of how certain elements of the fashion scene in Finland look like and how they shape society.
With this project, we want to express the hope that in every disruptive event there's always a silver lining. Often less turns out to be more and in order to create something new, you don't have to throw away the old stuff, but find new unexpected ways to make it shine.
8 Fashion Stories with a Meaning
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entry description
The fashion industry will never be the same. The pandemic radically changed everything: the way people shop, behave, and think. Global brands stare into the abyss of the impending recession, many of them (such as Gucci, Armani, etc.) declare a new approach to creating collections, producing their goods and even announce entire fresh brand philosophies, focused on sustainability, ecology-conscious production, moderation, recycling and reuse of old materials and items. That’s crucial not only for the survival of businesses with decades-long histories, but also to serve the changing demands of the general public and fashion addicts.What will the revitalized fashion industry look like? This project is our speculation on the possible options based on the Finnish fashion culture traditions, deep-rooted in love with mother-nature, and huge respect for giving new lives to old items.
With this project, we are telling 8 stories of contemporary Finnish-fashion addicts. It's sort of a guide of today's Finnish fashion scene. We spent months observing how Finns dress, shop, and recycle their clothes. We talked to influential people in the local fashion industry and researched how sustainable values are flourishing in the production process of garments.
Each story has its own unique flavor and represents a particular subculture, but all of them are connected by similar views and values. The stories are our fantasies and interpretations of how certain elements of the fashion scene in Finland look like and how they shape society.
With this project, we want to express the hope that in every disruptive event there's always a silver lining. Often less turns out to be more and in order to create something new, you don't have to throw away the old stuff, but find new unexpected ways to make it shine.
8 Fashion Stories with a Meaning
about the photographer
Dasha Pears is an award-winning Russian conceptual photographer, currently based in Helsinki, Finland. She started her photographic path in 2011. Since then her images have been exhibited in Russia, France, Poland, Austria and Finland. Her work was also named among the winners of Best of Russia’15, had an honorable mention during Trierenberg Super Circuit 2017 and 2018 photography contests in Linz, Austria, and won a bronze medal during Prix de la Photographie Paris, 2018. Dasha’s photographs are used worldwide by companies like Trevillion, ArcAngel, plainpicture and Millennium Images, and can be found on covers of books published in Europe, the United States and South America.back to gallery