When we think of fashion, I know most girls my age think ‘big name’ department store mass-produced fashion labels such as Chanel, Prada, Tiffany & co and Louis Vuitton. Along with all the other semi-designer more affordable fashion ranges such as Mimco, Kate Hill and the Kardashian Kollection which seem to be a staple wardrobe piece for just about every teenage girl. It would seem that consumerism and global manufacturing is having a substantial influence over fashion trends and the must have goods of the moment which we are continually brainwashed and convinced into needing to be perceived as ‘stylish’ or even ‘cool’ within our social groups. Regardless of most knowing little to nothing about the brand, its designers and the history of the label (good or bad) in which they are buying into.

Don’t get me wrong I do have appreciation for these brands, but you need to know what each company stands for, its history and how they choose to operate and present themselves to the market. For me as an Art student I think of fashion as much more than just a consumer driven label from a mass-produced product line. I think of fashion as something a little less conventional, quirky and playful. For those that know more about a label than just what is offered in the department stores you would see there is a whole new and exciting world to fashion and art just waiting to be discovered. Haute Couture and Demi Couture for that matter open a completely new realm of fashion to the table.

If you go beyond the department stores to the runway and conceptual scene you discover artist and designers such as Rachel Freire, Franc Fernandez and Adriana Bertini, who use astonishing materials, backed by ingenious concept. The works of Bertini for example make a social statement about HIV and Aids awareness and prevention. Her garments constructed entirely of defective condoms are part of her Condom Couture collection; seek to promote safe sex on a global scale. However it not just these more extremists artist and designer pushing for positive change, it’s also those that work with sustainability, up-cycling and refashioning within their industry, that are changing the way we view the Fashion system for the better.

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Meat Dress for Lady Gaga VMA’s

Franc Fernandez, 2010


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Adriana Betini

Condom Couture Collection, 2014


In a world burden by material waste, climate change and global warming, a much greater push needs to be made to alter they way in which we approach sustainability. When we begin to broaden our knowledge and perception of fashion, what the garments represent and how organisation push to promote positive change through their brands we begin to appreciate just how hard these groups work at providing quality products with a difference. That steers away from and conquers consumer driven, mass-produced trends. Theirs more to fashion than what most here and see, look deeper and discover something a little more interesting and meaningful than what you are accustom to everyday.


Brown, S 2013, Refashioned: Cutting-edge clothing from up cycled materials, Laurence King Publishing, United Kingdom.

Crane, E 2014, Contraception Couture, viewed 29 August 2014, <http://www.dailymail.co.uk/news/article-2702868/Contraception-couture-Fashion-designer-showcases-fabulous-gowns-entirely-CONDOMS.html/>.


Condom couture: Brazilian artist creates dresses made entirely of condoms, viewed 30 August 2014,

<http://metro.co.uk/2014/07/23/condom-couture-brazilian-artist-creates-dresses-made-entirely-of-condoms-4808077/ >.

Crane, E 2014, Contraception Couture, viewed 29 August 2014, <http://www.dailymail.co.uk/news/article-2702868/Contraception-couture-Fashion-designer-showcases-fabulous-gowns-entirely-CONDOMS.html/>.

Meat Dress for Lady Gaga at VMA’s, viewed 29 August 2014, <http://francfernandez.blogspot.com.au/2010/09/lady-gaga-at-vmas.html/ >.