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UPCYCLED FASHIONABLE CLOTHING from MATERIALS SOURCED from NAIROBI FLEA MARKETS for YOUNG WOMEN (A Survey Research on Nairobi

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UPCYCLED FASHIONABLE CLOTHING from MATERIALS SOURCED from NAIROBI FLEA MARKETS for YOUNG WOMEN (A Survey Research on Nairobi UPCYCLED FASHIONABLE CLOTHING FROM MATERIALS SOURCED FROM NAIROBI FLEA MARKETS FOR YOUNG WOMEN (A Survey Research on Nairobi Street style) BY: ANYANGO YVETTE ANNE-MARIE A RESEARCH PAPER SUBMITTED FOR THE FULFILLMENT OF THE REQUIREMENT FOR THE BACHELOR OF ART IN DESIGN DEGREE TO THE SCHOOL OF THE ARTS & DESIGN UNIVERSITY OF NAIROBI 1 DECLARATION This Research Project is my original work and has not been submitted for award of a degree at the University of Nairobi or any other University. Signed………………………………….. Date………………………………………. Anyango Yvette AnneMarie Reg No. B05/28336/2009 This Research Project has been submitted for examination with my approval as the University Supervisor Signed………………………………… Date………………………………….. Joan Ogake Mosomi School of Art and Design University of Nairobi. 2 ACKNOWLEDGEMENT I owe my supervisor Miss Joan Ogake Mosomi special gratitude for her immeasurable support and guidance. Her supportive and positive criticism that greatly enhanced and enriched this study through her uncompromising stance on quality and detail. I was greatly motivated. I sincerely acknowledge the invaluable contribution of Dr. Lilac Osanjo who helped keep the study in focus and for the direction and advice. This study would be incomplete without the cooperation of the respondents who voluntarily filled the questionnaires. My encounter with you, your candid discussion about fashion and style was an awesome eye-opener. May you all be richly blessed. The joy and relief of completing this research paper is overwhelming and I owe it all to you, family, friends and School of Art and Design lecturers. 3 DEDICATION I dedicate this paper to my parents, for the inconclusive support, faith and belief in me, for getting me this far and to my siblings for their encouragement and constant reminder of how great I will become. 4 ABSTRACT Fashion is a collective cultural phenomenon generated by the individual but linked to actions of a very large number of garment designers aiming to create distinctive but similar clothes. Awareness of what clothes are common, contemporary, appropriate, is a universal part of human experience, though the sharpness of that awareness differs. The aim of this project paper is to shed light on sustainable fashion consumption in Kenya by analyzing data from the survey carried out on Nairobi street style. The main objective of this research project is to investigate street style of young Nairobi women and to create affordable fashionable collection. The following is a summary of the collection is about: The floating woman Spring Summer 2013 This collection is inspired by the art movement abstract expressionism in the 19th century. "A term first used in connection with Kandinsky in 1919, but more commonly associated with post-war American art in light view to Jackson Pollock’s gestural paintings, techniques and colours. It was Pollock's legacy to have developed a style that reflected the aesthetic concerns of his time, yet retained a high level of individuality. The collection will explore the art of draping and layering of fabrics to create garments. This collection is an expression of my identity. It’s the freedom to choose what to wear to bring out attitude. A movement in fashion for the young at heart and are not afraid to try out something new that will set them apart and be the trendsetters, because they will be the trendsetters. The shape inspiration of the collection is from abstract paintings: the curves and lines created by brush strokes, movement created in the paintings and the emotions they evoke. The final pieces are a representation of paintings with form. This collection is part of the sustainable fashion movement using up-cycling method, extending the lifecycle of garments and fabrics giving them new life by creating unique and fashionable pieces. This collection represents identity and individuality. This collection sets out to bring out confidence, youth urban flare and to create fluid movements.The fabrics used in this collection will be chiffon, cotton, jersey, silk and knit collected from 2nd hand clothing and other fabrics. This is the range of colours that will be used in this collection; they are bright, bold, and represent urban flare. 5 TABLE OF CONTENTS Contents DEDICATION .............................................................................................................................................. 4 ABSTRACT .................................................................................................................................................. 5 1 CHAPTER ONE ................................................................................................................................... 9 1.1 BACKGROUND INFORMATION ............................................................................................. 9 1.2 PROBLEM STATEMENT ......................................................................................................... 10 1.3 OBJECTIVES ............................................................................................................................. 11 1.4 RESEARCH QUESTIONS ......................................................................................................... 11 1.5 SCOPE ........................................................................................................................................ 12 1.6 JUSTIFICATION ....................................................................................................................... 12 2 CHAPTER TWO ................................................................................................................................ 13 2.1 LITERATURE REVIEW ........................................................................................................... 13 2.2 FAST FASHION ........................................................................................................................ 13 2.3 FAST FASHION BRAND STRATEGIES ................................................................................. 14 2.4 FASHION CONSUMPTION ..................................................................................................... 16 2.4.1 TASTE AND NEED FOR SOCIAL DISTINCTION ........................................................ 18 2.4.2 FASHION WASTE ............................................................................................................. 20 2.5 SECOND HAND CLOTHING ................................................................................................... 21 2.5.1 How the trade operates in Nairobi. ..................................................................................... 23 2.5.2 Who benefits from the second-hand clothing trade ............................................................ 24 2.5.3 Impact on the local textile and clothing production ............................................................ 28 2.5.4 The unsustainable consumption of second-hand garments ................................................. 28 2.6 SUSTAINABLE FASHION ....................................................................................................... 29 2.6.1 UPCYCLING ...................................................................................................................... 30 2.6.2 FASHION DECONSTRUCTION ...................................................................................... 32 2.7 DESIGN EXEMPLARS ............................................................................................................. 36 2.7.1 Jackson Pollock-painter ...................................................................................................... 36 2.7.2 Vivienne Westwood ............................................................................................................ 38 2.7.3 Junky styling ....................................................................................................................... 39 3 CHAPTER THREE ............................................................................................................................ 39 6 RESEARCH METHODOLOGY ............................................................................................................ 39 3.1 Research Design .......................................................................................................................... 39 3.2 Population of study ..................................................................................................................... 40 3.3 Sample design and sampling design ........................................................................................... 40 3.4 Data Collection ........................................................................................................................... 41 3.5 Data Analysis .............................................................................................................................. 41 4 CHAPTER FOUR ............................................................................................................................... 41 DATA ANALYSIS AND PRESENTATIONS ...................................................................................... 41 4.1 Introduction ................................................................................................................................. 41 4.2 Demographic information ........................................................................................................... 42 4.3 Expenditure on shopping ...........................................................................................................
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