Motives for wearing clothes – Protection

Clothes play a huge role in our lives. They help us express who we are. They also enable us to make a preliminary adjustment of our behavior towards people we meet for the first time. There are three fundamental motives for wearing clothes, namely decoration, modesty and protection. In January and February I published two article explaining the motives decoration and modesty. Today I would like to finalize this chapter by writing about the last motive: protection.

Fashion, Clothes, Hasmik, Psychology

The most obvious form of protection afforded by clothes is that against cold. When the weather is cold we wear more and thicker clothes. When the temperature rises and the sun is shining, we tend to loose all the unnecessary pieces to be able to welcome the warmth.

Clothes also protect our bodies against possible attacks and accidents in our surroundings, for example when practicing dangerous sports. If we are in unfriendly surroundings, whether human or natural, we tend to button up, to draw our garments closely round us, even when there is no visible dangour.

The fact that we protect ourselves both from cold and from unfriendliness by clothing is surely connected with the fact that we naturally tend to symbolise love and friendliness by warmth and unfriendliness by cold. Coldness is a universal metaphor for lack of love, as when we speak of a person being icy, just as, on the other hand we speak of a warm embrace.

Moral Associations with clothes

Clothes help us to protect ourselves from the possible judgment of others. Those judgments are mostly based on moral associations we have with clothes. Since clothes we wear express who we are, those moral associations can count heavily when meeting someone for the first time.

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Dark colors such as black, blue and brown are mostly being associated with seriousness, white with innocence and moral purity and bright colors with freer play of emotions. Thick clothes are being associated with physical protection. The stiff collar of the white shirt or of a jacket can be seen as a sign of a correct behavior, while loose, wrinkled collars can be associated with a sloppy life.

My question to you as a reader is:
Are there any circumstances (other than temperature) or states of mind in which you feel the need to more clothes than you usually wear?

 

 

  1. Laura March 7, 2014

    in principe, nee

  2. Jessica March 7, 2014

    Ik draag graag omslagdoeken als ik in mijn luie stoel ga hangen. Een extra laagje om in te nestelen.

  3. Barbara March 10, 2014

    Tijdens een presentatie of training bedek ik graag mijn hele lichaam met ‘uniform-achtige’ kleding zodat ik niet sexy en wèl in functie ben. Dus geen blote armen, wel ‘snit & schouders’. Protectie & impact.

  4. liesbeth March 15, 2014

    In wezen zit in jouw vraag wat mij betreft alles al :"temperature and states of mind". Te ruim begrip overigens.. dat laatste. Ik kan mij voorstellen dat mensen andere kleding aandoen voor maso/sado sex bijvoorbeeld maar ik ken die behoefte niet en bovendien ligt dat ook al omsloten in ‘states of mind’ Dus eigenlijk vind ik je vraag niet goed.Wat is er anders dan temperatuur en ‘state of mind’ waarin je je kleed? Zelfs protectie en impact (zie Barbara) is toch state of mind?

  5. admin March 18, 2014

    Beste Liesbeth, dank voor je reactie. Ik denk dat je de vraag verkeerd hebt geinterpreteerd. Het is namelijk als volgt: ‘Are there any circumstances or states of mind in which you feel the need to more clothes than you usually wear?’ Bij ‘circumstances’ staat aangegeven dat de temperatuur niet als een reden aangegeven hoeft te worden.

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Meta Fashion Summit

Organized by Hasmik Matevosyan and Stephan van Eken
Took Place on the 19th of November
Utrecht, The Netherlands

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It can be challenging for fashion companies to keep up with innovations and move a fashion business towards a more sustainable future. Many questions arise such as:

  • Which innovations are out there that can be valuable for our company?
  • Which new business models and strategies have led to successful results?
  • How to manage the financing of a sustainable or circular fashion company?
  • How to find addresses of ethical producers and sustainable textile-manufacturers?
  • How to convince the end customers to choose a sustainable product above a (mostly cheaper) non-sustainable one?
  • How to better collaborate in this industry?

Our goal with this first event was to acceletate positive changes within the fashion industry. We decided to do so by connecting gamechangers, sharing relevant knowledge and of course inspiration! Read below how the visitors experienced the first edition of the Meta Fashion Summit.
 
“This was a summit about sustainability and new approached of the fashion industry which was inspiring and useful!”- Joan den Exter
“Great initiative. Met lot of people with passion for fashion. Want to see the platform in bigger context. Hope you guys will keep working to change the industry for better.” – S.M. Musa
“The Meta Fashion Summit was very well organised, keynote speakers with interesting news about relevant business issues. Well done!” – Rita van den Berg
“Meta Fashion Summit provided us with the opportunity to get a glance into the fashion world and it’s revolution.” – Rosalie Oomen
“In November 2016 I was a speaker at the Meta Fashion Summit. It was a very interesting event where professionals as well as students could meet each other and talk not only about sustainable fashion, but also about system change within the fashion industry. I greatly enjoyed this event and it was a wonderful opportunity to share and hear new ideas and to get in touch with likeminded people.” – Anke van den Ban
“Such an inspiring event. Networking and guiding each other is such an essential part for a more sustainable (fashion) future. Thanks to Stephan and Hasmik for making this possible. I feel events like the ‘Meta Fashion Summit’ is exactly what we need more from.”
“The Meta Fahion Summit was a good opportunity to get in contact with other people and company’s who want to make sustainable fashion.”

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Testimonial

“Due to the Thanksgiving Holiday I had time yesterday to relax and enjoy watching all of your videos in a row. Wow! They are beautifully filmed, and while they are short in timeframe they are packed with information.

I know that I will be going back and watching again. I am also going to return to your book to dig deeper into certain areas.

The one that really left me thinking yesterday was your comment about the fact that consumers connect better to a product that really serves them, than a marketing message about how it is eco & ethical. Also, that having a prosperous company allows for the implementation of people and planet friendly initiatives.

I also really liked your explanations of the different business models and the overall information on apparel lifecycle – and how supporting your customers in the care and end of life of their clothing can make a big environmental impact. I am letting the information filter through my mind, to see if I have insights on how to best apply it with Cheval Amour.” Lisa Simmons

 

“In my ongoing exploration of what is fair fashion and what businesses in the textile industry can do to change their operations for the better, I came across Hasmik’s book “Paradigm Shift in Fashion”. I really enjoyed reading her perspective on how fashion companies can transform their business model by starting at the beginning of the design process – instead of focusing on operations in the supply chain which is more commonly spoken about in sustainable fashion. She advocates more engagement with the brand’s customers and making them part of the design process. With practical tips and a design system on how to go about this, Hasmik provides a refreshing and inspiring approach to changing the fashion industry in her book, and in person when speaking to her about her work and vision.” Mathilde Teuben

 

“I’ve met Hasmik during my research for my graduation thesis, which was focused on the subject of sustainability. After reading her book “Paradigm Shift in Fashion” I had the opportunity to interview her and talk about her book more into depth. The book is well written and offers an innovative design system for brands in order to make sustainability viable, which is different from other books, as they only describe the matter but don’t give a suggestion for a solution. She is such an inspiring and intelligent person, I could talk with her for hours, she knows a great deal about sustainability. I would recommend Hasmik and her professionalism about sustainability for brands who are trying to make a difference.” Dena Simaite

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Copyright Hasmik Matevosyan 2016

Paradigm Shift in Fashion PARADIGM SHIFT
IN FASHION
24.95

‘There is no doubt in my mind that fashion, designed to meet the needs and desires of the future wearer and which has been intelligently produced for the purpose of easy reuse of materials, meanwhile contributing to the lives of tailors, can in fact be profitable.’

In this book Hasmik Matevosyan shows fashion brands and all those involved in fashion today exactly how to do this. She offers a design system that helps fashion brands to start a dialogue with their target audience, build a community and design clothes based on the needs and desires of their clients. Not only the consumer benefits from this ‘social fashion’, it would mean major improvements for all the stakeholders involved in the fashion chain.

Retailers can benefit from this new type of fashion by adjusting their role from being solely a sales location to being an all-round service provider regarding clothes. Hasmik offers practical tools and several case studies making it easy to start implementing this shared knowledge right away.




TESTIMONIALS

“In my ongoing exploration of what is fair fashion and what businesses in the textile industry can do to change their operations for the better, I came across Hasmik’s book “Paradigm Shift in Fashion”. I really enjoyed reading her perspective on how fashion companies can transform their business model by starting at the beginning of the design process – instead of focusing on operations in the supply chain which is more commonly spoken about in sustainable fashion. She advocates more engagement with the brand’s customers and making them part of the design process. With practical tips and a design system on how to go about this, Hasmik provides a refreshing and inspiring approach to changing the fashion industry in her book, and in person when speaking to her about her work and vision.” Mathilde Teuben

 

“I’ve met Hasmik during my research for my graduation thesis, which was focused on the subject of sustainability. After reading her book “Paradigm Shift in Fashion” I had the opportunity to interview her and talk about her book more into depth. The book is well written and offers an innovative design system for brands in order to make sustainability viable, which is different from other books, as they only describe the matter but don’t give a suggestion for a solution. She is such an inspiring and intelligent person, I could talk with her for hours, she knows a great deal about sustainability. I would recommend Hasmik and her professionalism about sustainability for brands who are trying to make a difference.” Dena Simaite

 

“Paradigm shift in fashion’ heb ik in één keer uitgelezen. Interessant voor iedereen die meer wil weten over hoe een duurzame toekomst van de modewereld eruit kan zien & praktische stappen wil weten om daar te komen. Inspirerend en praktisch boek!” Anjolieke Dertien

 

“Hoe verander je een wereldwijde miljoenenindustrie van vervuilend en mensonterend naar eerlijk en duurzaam?
Er zijn maar weinig mensen die daar een helder antwoord op hebben. Hasmik is een van die mensen. In haar boek geeft ze een goed gedocumenteerde beschrijving van haar systeem en haar visie. Niet in grote lijnen, maar praktisch toepasbaar en tot in detail uitgewerkt. Of het ook echt in de dagelijkse modepraktijk gaat werken, is nog afwachten. Maar een eerste stap is gezet, nu is de branche aan zet.” Richwald Feenstra

 

“Het boek van Hasmik schetst een helder beeld van de problemen in de huidige textielindustrie, maar gelukkig blijft het daar niet bij. Sterker nog: het boek maakt juist indruk door de innovatieve visie en praktische oplossingen die Hasmik aandraagt om deze problemen op te lossen.

Als (startend) ondernemer in de textielindustrie pas ik de aangedragen oplossingen uit het boek momenteel toe in de praktijk. Het design system dat Hasmik beschrijft in het boek stelt de klant echt centraal. Het onderzoek naar de behoeften van de klant kost t.o.v. de gebruikelijke werkwijze iets meer tijd in het begin, maar het levert zoveel waardevolle informatie op dat dit het meer dan waard is. Want waarom zouden we brede collecties ontwerpen, deze zo snel mogelijk laten produceren (met verlies van kwaliteit), en dan maar hopen dat de klanten het willen hebben? Dat is als schieten met hagel en dan hopen dat er iets raak is.

Kortom: dit boek is een echte aanrader! Voor geïnteresseerde consumenten, maar ook voor iedereen die iets doet in de keten van textiel, van (grote en kleine) kledingmerken tot retailers!

Tot slot, ook haar optreden op TedX Maastricht is overigens een aanrader om te kijken!” Brendy Boogaard

 

“Het boek spreekt duidelijke taal en leest heerlijk weg. Het was zowel bevestigend als verrassend en ik vind dat iedereen die in de fashion werkt het sowieso moet lezen om zich in te lezen over het business model. De huidige modellen voldoen niet meer aan deze tijd!

Ik ben ontzettend blij dat er mensen zijn als Hasmik die met zoveel passie informatieve boeken schrijven en zo de wereld in de industrie kunnen veranderen. Complimenten!” Sabrina Wullur

 

“Ben jij op zoek naar een manier om van de oude economie in de nieuwe economie in te stappen? Zoek niet verder, maar lees dit boek. Een heldere omschrijving van alternatieven voor de staande ontwerp-, productie-, marketing- en verkoopsystematiek. Laat je inspireren om dit model op alle mogelijke terreinen toe te passen!

Are you looking to leave the old economy and are you searching for ways to step into the new economy? Look no further and read this book. It will provide you with alternatives for the standing design-, production-, marketing- and sales systems. Get inspired to work with this new outlook in all thinkable areas!” Jessica Maas

Fashion and Sustainability Researcher, Consultant, Public Speaker and Connector

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When I can help you with advice or my network, we can plan a consultancy meeting online.

Contact me please by sending an e-mail to hasmik@hasmikmatevosyan.com for more details. I will get back to you the same day, I promise.

MY BACKGROUND

I was born in Armenia in 1987. At the age of 14 I came to the Netherlands with my family where I later studied fashion design and communication.

In 2012 I received my Master of Arts degree in Fashion Communication Design.

The year 2014 was a great year for getting it touch with like minded people all around the world. In May 2014 I was awarded a title of a Radical Innovator of the Future with the design system and the business model that I have developed for the fashion industry. In October I was able to publish my first book and share my findings of a research that I had spent 4 years on. In October I was also invited to give a Tedx Talk about the subject and you can view the video below. My Tedx Talk was chosen as editors pick in the US and helped me to reach out to many professionals working in the same field as I am.

In 2015 I developed the video-course Good Fashion Mastery where I share new and more detailed findings from my research with fashion designers and brands.

In 2016 I focused on creating a community of fashion professionals who are working towards improving the fashion industry. I created a group on Facebook (731 members) and one on Linkedin (623 members) to connect like-minded fashion professionals and help each other with inspiration, knowledge and network. Members of the groups share interesting articles around sustainabillity, new business models, innovation and fashion.  They start discussions, ask for help, introduce inspiring companies and themselves. Feel welcome to join.

This year I was nominated for the Viva400 Award in the catergory ‘World Improver’.

At the end of 2016, in collaboration with Stephan van Eken we organized our first seminar: the Meta Fashion Summit. Our goal with this event was to acceletate positive changes within the fashion industry. We decided to do so by connecting gamechangers, sharing relevant knowledge and of course inspiration.

In 2017 I will mainly be in Cyprus and work on my research from another country than where it all started. To be completely exact, it all started when I was 5 years old and living in Armenia, not the Netherlands. My mother, who was knitting clothes for her customers, was my inspiration and first teacher. She was the one who made me appreciate the effort that is put into the making of a garment. She also made me want to learn to design clothes that would be cherished and would stay in people’s memories for years.

This year, you will mainly find me online. There are exciting plans which I will shre with you throughout the year through my blog and my social media groups.

Don’t hesitate to contact me, our conversation might even develop into a brainstorm session.

 

Blog
Meta Fashion Summit
Overproduction: Taboo in Fashion
Good Fashion Mastery is ready!
Second update about Good Fashion Mastery
Launch Good Fashion Mastery
First update about Good Fashion Mastery
True Cost Movie, my reaction
Q&A: How much time is the prototyping step going to take?
Q&A: Can sustainability and economy be combined?
Good Fashion Mastery

Feel free to contact me if you have any questions regarding the given information on the website, or if you would like to plan a meeting.

E-mail: Hasmik@HasmikMatevosyan.com

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