Reinventing. A verb very much used in the fashion world. However, it often happens that this process leads to a negative result, the one that is vulgarly defined as a hole in the water. But is it just so necessary to re-create something that has already been conceived in the past and that, by definition, already exists? Perhaps it is simply impossible to avoid. And from here it moved Weer, the Swiss brand to which the creative director Karin Lorez heads since 2014, when she opened her presence in the system with the first collection.
Everything was born from a white cotton t-shirt. Yes, just what we all have or should have in the closet. It is the perfect life partner, the one who comes to your rescue when you are lost in the confusion of colors, prints and fabrics. Lorez gives this element an intrinsic value that is the basis of the concept on which Weer is based: to interpret, according to her aesthetic idea, the classical clothing of the wardrobe both male and female. Thus, the portfolio designed by the designer determines elements such as tailor-made trousers, blazer, shirts and, of course, the candy t-shirt. One can read between the lines an implicit critique to the mass consumerism that is so much talked about today. Inconsistency? Maybe: it is, however, trade, competition, money god. Where is authenticity then? Probably in search of materials, tracked in Japan, France and Italy, and in production, which does not exploit economies of scale, but takes place in Europe, the home of the brand.
We wonder if Weer will be able to embody this fashion world, in this way to make clothes. Consumerism can not be beaten. It is present since there is human vulnerability that finds temporary comfort in materiality. What is losing is the awareness of what is worth buying, investing in something, a habit, which is made by hands informed on what they do, who do not look at trends, but focus on themselves, about what they want. It can be tamed, maybe, if we learn to understand what (and who) is worth buying, and what (or who) does not.
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