space is a new luxury
not loaded art
OLESIA MERSO
2022
2022
Christian Boltanski, "Storage Memory" series⠀⠀⠀⠀⠀⠀⠀⠀⠀
Grand Palais, 2010
OUR PROJECT CHANGING FASHION FOR SAVING THE PLANET
Why fashion is danger?
Society produces 150,000,000,000 pieces of clothing on a yearly basis
It distributes 1,800,000,000 units daily. The whose business model of the retail industry hinges on bringing the conveyor back to motion the second you take an item from the counter in order to make you return to this counter in no time. Fashion industry is the most destructive, opaque and inefficient across industry of similar size and scale (2.5 trillion as of 2020 - McKinsey).
What if sharing does benefits?
Fast fashion is gaining momentum, instagram broadcasts to society the values of instant temporary impression and not necessarily possession. Increasingly, we choose to pay for what we do not own, precisely for this reason. Spotify, Airbnb, Car rental services, Computer clubs, Libraries, the list goes on- all those services opened up the previously impossible freedom of consumption.
Space is the new luxury.
This year Selfriges, Ralph Laurent, Jean Paul Gautier and Burberry launched their sharing service. Replacing ownership with sharing extends fulfils the notion of free space in your closet and extends its further - to free space on the planet. If additional production came to complete halt, society could comfortably and sustainably consume what is left for another 5 years.
Renting fashion helps to be conscious without the need to scale down on impose self-restraint
Why fashion is danger?
Society produces 150,000,000,000 pieces of clothing on a yearly basis
It distributes 1,800,000,000 units daily. The whose business model of the retail industry hinges on bringing the conveyor back to motion the second you take an item from the counter in order to make you return to this counter in no time. Fashion industry is the most destructive, opaque and inefficient across industry of similar size and scale (2.5 trillion as of 2020 - McKinsey).
What if sharing does benefits?
Fast fashion is gaining momentum, instagram broadcasts to society the values of instant temporary impression and not necessarily possession. Increasingly, we choose to pay for what we do not own, precisely for this reason. Spotify, Airbnb, Car rental services, Computer clubs, Libraries, the list goes on- all those services opened up the previously impossible freedom of consumption.
Space is the new luxury.
This year Selfriges, Ralph Laurent, Jean Paul Gautier and Burberry launched their sharing service. Replacing ownership with sharing extends fulfils the notion of free space in your closet and extends its further - to free space on the planet. If additional production came to complete halt, society could comfortably and sustainably consume what is left for another 5 years.
Renting fashion helps to be conscious without the need to scale down on impose self-restraint
TEAM
NOT LOADED ART
Photography Olesia Merso @olesiamerso
All fashion by Berker @berkerkusku
@thecloudset & @berkerkusku own
assist Sina @mrrcrowleyy
cast Eylem @eylemthecastingkiller @eylembasarsogut
model Salome @immasalome
beauty Birce @birceselcik_muahair
hair Kasatka @kasatka.robinsky
model Vabby @vabby_06
beauty Birce @birceselcik_mua
model Betul @iibetulsancaklii
beauty Seyma @seymasevimlitoprak
hair Kasatka @kasatka.robinsky
Photography Olesia Merso @olesiamerso
All fashion by Berker @berkerkusku
@thecloudset & @berkerkusku own
assist Sina @mrrcrowleyy
cast Eylem @eylemthecastingkiller @eylembasarsogut
model Salome @immasalome
beauty Birce @birceselcik_muahair
hair Kasatka @kasatka.robinsky
model Vabby @vabby_06
beauty Birce @birceselcik_mua
model Betul @iibetulsancaklii
beauty Seyma @seymasevimlitoprak
hair Kasatka @kasatka.robinsky
INTRO
Special thanks to the first and the most perspective rental service in Russia for giving us clothing thecloudset.com.
Shooting was made by Russian photographer in Istanbul to show the absence of boarders in cloud garderobe concept.
Different nationalities and sex identity cast supports globalisation of idea.
Crowded locations like museums, streets and bazaars for shooting chose to support free space idea.
LOOKS
2 models
2 models
Abby look:
1st look: pink dress calvin klein, pink bag jacquemus
2nd look: neon green WOS, red shoes Marni
3rd look: black dress dodo baro, bag jacquemus, sunglasses tom ford
Salome look:
1st look: dress marine serra, bag balenciaga, red head piece simone rosha
2nd look: black dress temperley london, bag Jacquemus
3rd look: white shirt bottega venetta, pants bottega venetta, turtleneck merine serre
4th look: white dress chloe, red bag jil sander
1st look: pink dress calvin klein, pink bag jacquemus
2nd look: neon green WOS, red shoes Marni
3rd look: black dress dodo baro, bag jacquemus, sunglasses tom ford
Salome look:
1st look: dress marine serra, bag balenciaga, red head piece simone rosha
2nd look: black dress temperley london, bag Jacquemus
3rd look: white shirt bottega venetta, pants bottega venetta, turtleneck merine serre
4th look: white dress chloe, red bag jil sander
hope life is back with eco minimalism
Having too many clothes is the new smoking and the new "busy". We have to stop glamorizing it.⠀⠀⠀⠀⠀⠀⠀
We would add having too many seasons to this list.
We would add having too many seasons to this list.
Free space - is a new luxury. In an era of abundance and affordability, allow yourself a new luxury - free space.
DATA will save the live on Planet
Hiretreet's Isabella West, a party clothing rental service, some of which have been worn more than 40 times, has model requirements for weekends from June to September. Wardrobe HQ claims it can extend the life of clothes up to 15 times.⠀
For brands, moving from a model ownership model to a subscription model is the key to an engaged, loyal customer. For a designer, this is a drop in risk in production and a decrease in risk in creativity. For the planet - an opportunity to survive!
The circular economy changes the logic of production and care of a thing. The sharing economy is changing passive ownership to active engagement.
The purpose of renting things is to create a chain of interconnected services aimed at durability, quality and regularity of interaction with the thing.
Hiretreet's Isabella West, a party clothing rental service, some of which have been worn more than 40 times, has model requirements for weekends from June to September. Wardrobe HQ claims it can extend the life of clothes up to 15 times.⠀
For brands, moving from a model ownership model to a subscription model is the key to an engaged, loyal customer. For a designer, this is a drop in risk in production and a decrease in risk in creativity. For the planet - an opportunity to survive!
The circular economy changes the logic of production and care of a thing. The sharing economy is changing passive ownership to active engagement.
The purpose of renting things is to create a chain of interconnected services aimed at durability, quality and regularity of interaction with the thing.
The circular economy changes the logic of production and care of a thing.
Look around - what is replacing human been hopes?
If a human becomes himself, then it is an art
mosque, Istanbul
mosque, Istanbul
Nothing personal, you are - is you are/ Other things you can rent/
Photograph: Lee Scott / Unsplash
We need a policy that will control our industry. Of course, she did not cope, being left to herself.
Cheap fake stores cause even more damage and are barely recyclable
Globalization has given us a lot of good things - for example, the dissemination of information, especially if it concerns the salvation of our common Home - Planet Earth
