Why Are We Obsessed With Brands???

You read the title. Why are we obsessed with brand labels? Why are we so obsessed with them we build entire wardrobes based around their catalogs and even defend them even when shown evidence of their wrongdoings? Brand power is actually just a small part of a greater system of consumerism - and it seems to be increasingly more ingrained in alternative fashion culture. In this video I'll give a bit of an overview of how we interact with brands in alternative fashion and how it relates to greater economic ideas. This is meant to be an introduction to these ideas - these topics are a bit more complex and have much more nuance than a single youtube video is able to capture. If you're interested in any of the topics I mention in this video, I strongly recommend seeking out further information. I'll link some of my favorite resources to get you started ^-^

Hi! I'm The Stitchess! I'm an interdisciplinary artist and seamstress. I started sewing when I was 8 and loved it so much I made it the focus of my study in college. After a lifetime of battling severe mental health issues - I found healing in the radical softness and Japanese kawaii communities. As much as I love fashion and clothing, I also think it's important to consider how and where clothing is made. I went fast fashion free at the start of 2019 to voice my concerns over the rapid consumerism gripping the garment industry. By no means am I perfect, but I think it's important to show that change is a process. I believe it is always important to strive to be better, even if perfection is unattainable. Thank you so much for letting me share my art and process with you. I hope we can all grow together.
Resources:

Fashion Revolution - @fash_rev on insta
- https://www.fashionrevolution.org/
Clean Clothes Campaign - @cleanclothescampaign on insta
- https://cleanclothes.org/

The Story Of Stuff (good introduction on consumerism, if a bit out of date) - https://youtu.be/9GorqroigqM
The Story Of Solutions - https://youtu.be/cpkRvc-sOKk
The Story Of Change - https://youtu.be/oIQdYXCKUv0

Killing Us Softly 4 by Jean Kilbourne (feminist piece on advertising, also a little old but the same concepts are still current, we've just moved to instagram now) - https://youtu.be/pk4Va3RywVI

How to Spot Greenwashing In Brands by My Green Closet (quick intro on the topic) - https://youtu.be/wd5Vg6EY48I

A Cluttered Life: Middle Class Abundance (interesting piece on people and their stuff) - https://youtu.be/3AhSNsBs2Y0

Other Videos I've Made:
Conspicuous Consumption in Alternative Fashion - https://youtu.be/debn60dQbfo
Can You Live 100% Ethical and Sustainable? - https://youtu.be/Q5ZslTV2VGk
The Place of DIY in Alternative Spaces - https://youtu.be/O4nNUeeLVzI
What is Fast Fashion? - https://youtu.be/OG5bDuiSs8k
Music:

Intro: Garden in Bloom by Mike Franklyn
Main: Toy Lullaby by Etienne Roussel
Licensed by Epidemic Sound

Thanks for watching!
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Instagram: @the_stitchess

My Brand: softsugar.shop

Depop: @thestitchess

Business Inquires: softestsugars @gmail.com
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This video has not been sponsored.
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Видео Why Are We Obsessed With Brands??? канала The Stitchess