Who define the market and aesthetics – Producers or Consumers?

Real aesthetics evolve out of designs, designs that evolve out of ethics.

In this expedition towards getting closer to sustainability, there are new sceneries waiting to be appreciated on the way. Our sense of aesthetics needs to polish itself with the change in concept. The demand for aesthetics in sustainable market is prompting producers to activate into innovative designs. For consumers obsessed with fast fashion trends, it is becoming tough to embrace sustainable clothes that carry an entirely maverick theory of aesthetics focusing more on the visual ingredients. Uma, the founder of Upasana, narrates a story that is a pleasant tale to the nature, wildlife and the humankind.

1. Who do you think are more dominating factor in the fast fashion cycle, the consumers or the producers?
Uma – Whether slow fashion or fast fashion, the key lies with the consumer. The market is defined by what the consumers purchase. However, it’s like snake biting its own tail. Consumers have fallen into a trap without choosing it. The mindset of buying cheap has worked for us so far but we also need to see its side effect. The consequences of buying cheap are huge today resulting in environmental destruction, climate change, farmer suicide and land and water bodies getting corrupt. Price is not the criteria of being sustainable or unsustainable. However, it is regarded as such a foremost concern that it has become a synonym. We will also be surprised that the reversal might not be that difficult. “We have the right to change the scenario. We have not thought about it. Let us think about it.”


Should fast fashion set the rules of aesthetics?

2. ‘Ethical fashion obstructs aesthetics’. What are your views on this statement?
Uma – By questioning this, are we imagining that there was no aesthetics 30 years back on this planet? Or if aesthetics is getting obstructed now, what was happening before? Was humanity deprived of aesthetics previously when we were more sustainable and in harmony? This is a point of reflection we need to focus on. Surely, we have cheap options for exploration, but seemingly cheap for today is very expensive for tomorrow. “New parameter of aesthetics is waiting to be born. I see Japan and Scandinavian region in Europe as a forthcoming blueprint.”

3. How can we overcome the sense of aesthetics that has been prevailing for so long now?
Uma – The current scenario rejoices in the conventional custom of every second day coming across something new. It has become so obvious that we have gone insensitive of the cost we are paying for it. “If by aesthetics you mean coming across a new product every second day, then let us change the space itself, future does not belong here.” The sense of aesthetics cannot be so destructive and involve such a huge environmental cost. It seems that we are living in the phase where the sense of aesthetics is rooted in the feeling of adrenal. “At Upasana, we give that space to art and not to mass destruction. Aesthetics will become quieter and deeper, not loud and shallow.”