MINDFASHION.today challenges boundaries and provides a refreshing voice and holistic lens to look at today's fashion industry, generating a deep understanding of the human nature and nurture of fashion and its effect on the world.
We live in a dynamic and continually evolving landscape where the only certainty seems to be uncertainty. Scepticism and optimism intermingle in our communication and social interactions, and boundaries between technology and human experience are blurring. There is no longer a one-size-fits-all approach to categorise, understand or predict why and how people act, learn, belief, feel or buy the way they do, and there is a growing consciousness to improve well-being and the world.
As a result, the world of fashion is changing just as rapidly, while also facing severe individual, societal and global challenges. Although timeless descriptors such as quality, personality, style, comfort, beauty and elegance are still firmly linked to the notion of fashion (and luxury), a new framework of aspirations and values defines today’s meaning of fashion which is seemingly different to that of previous generations and perceptions.
Within this complex & transforming fashion world, Janne Baetsen presents MINDFASHION.today: an experimental voice & multidisciplinary [re]Framework for Fashion that focuses on human innovation by connecting different minds in - among others - Design, Psychology, Cultural Economics, Philosophy, History, Technology and Communication.
^ Image: MINDFASHION.today designer Jo Cope & Photographer Michelle Marshall
Revealing the human nature & nurture of fashion.
MINDFASHION.today provides and strengthens a holistic view that challenges conventions and introduces human innovation to fashion by using an engaging, multi-sensory language of fashion design, psychology, philosophy, cultural economics, technology and communication. Due to the various levels of experience (from start-ups to experts and institutes) within consultancy, the fashion industry as well as higher education MINDFASHION.today is accessible and relevant across disciplines and contexts including, but not limited to fashion students, designers, media, start-ups, brands, consumers, policy makers and the industry.
Janne Baetsen: "I believe that fashion, when seen and valued as a powerful language and empowered by an inclusive network of disciplines, can stimulate collaboration and communication on today's issues including sustainability, 'fear of' change and technology, well-being, mental health, body-image and diversity."
Introducing a more human approach towards design and technology, placing people at the centre, and adopting a problem and language solving attitude to improve and understand the human nature of fashion. Adding a different dimension/value to current design and technology developments.
Diversity & Inclusivity
Exploring through a multi-disciplinary and multi-sensory lens the diversity of people around the world while recognising what we have in common, as well as establishing new interactions across borders and industries. Challenging systems, definitions and norms, based on both disruption AND unity in order to succeed.
Human vs Consumer
Adding meaning to Big Data and strengthening knowledge of what makes us unique as humans. Focussing on Mind & Language and addressing themes incl. but not limited to Creativity, Enclothed Cognition, Storytelling and Culture.
On Today's Mind
Using the power of fashion as a means to connect through dialogue and addressing current 'hot' topics: Education, (Mental) Health Awareness, Fake News, Brexit, Artificial intelligence, Women's Rights, The Fourth Industrial Revolution, the Refugee Crisis...
The Language of Fashion
Presenting fashion as a powerful communication tool, enabling connection through dialogue. Providing refreshing insights on branding, storytelling, identity development and community engagement while encouraging pro-social behaviour.
Trends & Heartbeats
Reporting, explaining and forecasting trends from a more human perspective, inspired by behaviour and communication insights and aspirations. Empowered by relevant developments in the fashion industry and ideas in the field of technology, health, design and communications.
Going beyond today's important environmental design and technology solutions & challenges, incl. sustainability, transparency and circular economy. Looking at them from a human behaviour and language perspective.
World of 2050
Putting the spotlight on global innovations that will define the fashion industry, economy and society, incl. but not limited to VR/AR/Mixed Reality, AI, bio-fabricated and smart textiles, wearable technology and sensory fashion design.
→ Sharing the secrets of fashion through inspiring words and energising experiences. Showing ‘on stage’ what is new and game-changing in the fashion industry as well as society in general. Addressing, challenging and combining issues including consumer behaviour, well-being, wearable technology, VR/AR, the future voice of fashion, unattainable beauty, and the role of gender, age, and sustainability.
→ Educating the mind-set and multi-disciplinary language of today's world of fashion through tailor-made presentations, workshops and/or courses. MIND FASHION provides a new vocabulary, tools, refreshing perspective and 'divergent' lens to look at, understand and predict fashion as well as challenge conventions and share knowledge and skills about consumer behaviour, communication, innovation, design, and the current and future fashion economy.
→ Drawing energising lines to connect disciplines through the subject of fashion and turning exciting ideas into a socially valuable reality and future-proof identity. Inspiring human innovation in products, design, services and experiences through research, behaviour insights, and the development of innovative strategies for design, technology, growth and audience engagement.
→ Putting the spotlight on today's hot topics. Can you dress yourself happy? Fashion trends and their impact on society ... or is it the other way around? How about Generation X-Y-Z, or A? Can Wearable Technology or VR contribute to mental health?
We aim to generate dialogue through various disciplines by addressing relevant topics and interesting events around fashion design, human behaviour, and technology.
MINDFASHION.today’s objective is to educate others to understand the role of humans in fashion consumption, design, production and disposal. As humans not only as consumers. And with this, transforming today’s fashion industry attitudes and issues such as consumer behaviour, body image, environment, health, self-esteem, diversity and creativity, into ones that are environmentally conscious and mindful of sustainability issues.
The aim is to trigger businesses, brands, designers, students, consumers, policy makers and (knowledge) institutes to listen and learn how to identify and solve problems from a human innovation perspective and in doing so, effect real positive change, as well as effectuate the desired growth and development of an idea, concept, product, brand, industry, economy or world.
together with YOU.
"What is the importance and role of fashion in our society nowadays? How can we interact and engage in a time when people are more than ever being flooded with content? What do our clothes mean to us or how do clothes represent us? How can we transform our fear of technology and change into reach-for-the-sky opportunities and possibilities? How can fashion contribute to a dialogue about diversity, sustainability, well-being, health and a better world?
I believe that to engage with today's issues we need to address the way we think, behave and communicate. Therefore, with MINDFASHION.today I aim to present a different multi-disciplinary view on fashion; not only the trends & styles as shown on the catwalk, social media and magazines, but also the mind and skill-set behind the clothes we wear, design, produce and dispose. Although sustainability, transparency and circular economy are important ‘hot’ topics, I want to go beyond 'labels' and look at them from a more human as well as language perspective.