Editorial de Moda: Una mirada hacia las marcas ecuatorianas sostenibles

Abstract

We have lived in a consumerist society since the 20th century, this is because big trademarks have taken advantage of this system and they started to generate fast fashion. Fast fashion is a movement that supports mass production, in which the lifespan of the garments tends to be shorter and, therefore; cheaper. This is when sustainable fashion emerges as a transformation for the system where it takes care of social, environmental and economic aspects, promoting the quality of life. The present research is geared towards the diffusion of sustainable Ecuadorian brands that are proved a new profitable business for the economy of the country and the creative industry. Data about these companies was compiled; dividing each one of them according to their grade of sustainability, and through a fashion editorial, the new macro trend that is emerging can be diffused. It will be a means of communication that helps the consumer to know about ideologies that are transforming the fashion system in Ecuador. To prompt the academy, consumers and designers to take a turn, leading them to a new system. Slow fashion brands offer a new alternative and give their consumer a design made with responsibility, being points of reference as new postmodernist currents, defining a differentiating way of thinking with local value and design. This unconventional but accurate media will help the brands to be recognized and will give them support to enhance their identity as an Ecuadorian design, locally and internationally. The concept of the sustainable fashion editorial is subtle, since it is part of a long and laborious process that very few people adopt as a way of life. It tries to present processes that strengthen the identity of the design sector, where each brand is identified by its authenticity and becomes a form of cultural expression of the country.