Anne Raudaskoski on Ethica and the holistic approach

Anne Raudaskoski, Textile hackhaton, photo credit: Sara Malve-Ahlroth.

 

Anne Raudaskoski is a Finnish enterpreneur who wishes to create new connection to nature. Her approach can change the game of sustainability. With a background in dance, she has faith on the power of the arts: 

“Arts provide a holistic approach to existence, and this is what we need to change the current linear system. Human beings are part of the nature; nature isn’t something that is “out there” to be exploited, but rather, we need to re-establish our connection with the nature to realise that we can create sustainable growth and well-being with far better rules than what we presently have”. (Anne Raudaskoski)

Firstindigo&Lifestyle: When and how did you start Ethica consulting company?

Anne Raudaskoski: I started Ethica in 2013 with my business partner Paula Fontell. We actually didn’t know each other at the time, but we both had been talking to our mutual friend of having a dream to set up a company focused on sustainability and the circular economy. This friend of ours suggested we should meet and share our ideas. We had our first meeting over lunch and we realised we shared the same vision. Three months later Ethica was formally established.

Firstindigo&Lifestyle: How did you get interested in the circular economy?

AR: My approach to CSR (corporate social responsibility) and sustainability has always been very business oriented. It means that there has to be a solid business case for sustainability and it should be embedded in strategy and R&D in such a way that sustainability works as a spring-board for the strategy instead of being an add-on or philanthropy. I wrote about the circular economy (CE) in early 2012 on my blog site after reading some articles on the Ellen McArthur Foundation (the global driver for the CE) site. I felt that some of the questions and pain points that CSR could not resolve – especially the intersection around environmental, strategic and economic issues – were inherently part of the circular economy. So when we started Ethica, it was very clear to us that the circular economy would be part of our service portfolio.

Firstindigo&Lifestyle: Is it possible to define, what circular economy actually changes?

AR: Circular economy is an economic model, so it affects all sectors and organisations in some way. I always say that the biggest hurdle in transition from a linear to a circular economy is our current mindset. All our processes, decision-making, governance and actions are based on linear thinking. In a nutshell, this means that we keep overusing natural resources, we accept the concept of waste as de facto, design processes are not based on biological and technical cycles and we haven’t figured out yet how to do business within the planetary boundaries. All this is changing as part of the transition towards the circular economy.

Firstindigo&Lifestyle: What are the basic principles that define the circular economy?

AR: The below list of six principles offers a good starting point to explore CE more in detail.

1 Circular economy is a resource wise economic model that is restorative and regenerative by nature. It operates within the planetary boundaries.

2. Materials cycle endlessly in technical and biological loops in society. Materials are safe & non-toxic.

3. The value of products, components and materials is maintained and increased through refinement.

4. All energy is renewable and is used efficiently.

5. Solutions are systemic and based on designing life cycles, ecosystems and multiple purposes.

6. Equal distribution of resources and well-being is in the heart of the circular economy.

Firstindigo&Lifestyle: How would you describe the ‘ethical’ core of Ethica?

AR: We want to create a circular future. To us this definition also entails equality, social well-being and in fact, a more just and transparent economic model than what we currently have as the result of the linear economy.

Firstindigo&Lifestyle: Finland seems to be a forerunner for ethical solutions when it comes to consumption, and the country is also involved in introducing new clean practices. What aspects in Finnish culture support these kind of thinking?

Indeed, there are quite a few aspects supporting this and I’d say it’s the unique combination of culture, history and welfare state: high number of clean tech innovations; excellent education system that educates children and young people about sustainability topics; frugal manners that our grandparents and parents had to adopt during the war, which then were passed on to younger generations; good recycling infrastructure with incentives…and of course ambitious policies and action plans in place. For example, circular and bio economy are one of the five flagship programmes of the current government. Finland was also the first country in the world to publish a national circular economy roadmap in 2016.

Firstindigo&Lifestyle: What in your mind defines good consumption?

AR: Understanding your own impact and power as a consumer. Exploring your own values; what kind of world I want to be building, do I want to be part of the solution or part of the problem? Questioning your own consumption habits: is there something that I could do and choose differently? Being your own leader when it comes to adopting new, sustainable solutions.

Firstindigo&Lifestyle: Tell more about your Relooping Fashion project?

AR: Relooping Fashion was about creating circular fashion. We piloted a circular ecosystem consisting of seven business partners ranging from waste management company to fashion retailer and packaging service. So the goal was to build, test and learn how a closed loop fashion ecosystem could work. Another important goal was to test VTT’s (Technical Research Centre of Finland) new technology for cotton dissolution that replaces the use of virgin cotton. Ethica’s role in the project was to model the business ecosystem as well as research the consumer interface. i.e. how to create demand for circular clothing.

 

Anne Raudaskoski, credit Janne Häkkinen, JFramesPhotography.
Anne Raudaskoski, photo: Janne Häkkinen, JFramesPhotography.

Firstindigo&Lifestyle: Where do you find your daily inspiration from?

AR: No matter how cliché it may sound, I simply and truly enjoy my work, so the work itself coupled with the opportunity learn new things is my source of inspiration. Every project is different, we have great clients and collaboration partners to work with and of course our own team is brilliant.

Firstindigo&Lifestyle: What can the world learn from Finnish innovation in clean practices?

AR: Great education and innovation support system are essential enablers. I also think that the Finnish way of living and thinking inherently has a fairly good level of social and environmental responsibility, and when these aspects are combined with innovation, you get the solutions that the world needs.

Firstindigo&Lifestyle: How do you like to influence and motivate people in their everyday life to incorporate more sustainable solutions and choices?

AR: There are a number of different players who all have a role to play. Of course we need businesses to develop solutions that are not only sustainable, but they’re also the best solutions available. Legislation can speed up the development and help mainstreaming new solutions. Education and the media also play a hugely important role in making sustainable choices the “new normal”.

Firstindigo&Lifestyle: Do you think that your background as a dancer helped you in your career path?

AR: It did in many ways. Working as a freelance dancer requires endless curiosity, self-discipline, perseverance and ambitious attitude. You’re always seeking new opportunities and you need to welcome constant change. You need to be a good team player, but at the same time you’re 100% in charge of your own development. There are hardly any permanent vacancies available, so you have to build your own career and make sure you are sufficiently networked just to be even considered to be one of the many candidates. Basically, you work as an entrepreneur without the formal status of entrepreneur.

Also my dance teacher background has been an asset when running workshops and giving presentations.

Firstindigo&Lifestyle: In what ways can arts support circular economy?

Arts can create connections and mental horizons that escape the typical business environment. It can bridge rational and emotional in a way that enables eureka moment, which is a prerequisite for willingness to change the status quo.

Firstindigo&Lifestyle: How many countries have you visited to lecture and share about your business?

AR: A few so far: China, the Netherlands, Estonia and Reunion Island (France). We also exhibited in Austin (US) at the EcoExhibition a couple of years ago. Next month I’m going to Sweden.

Firstindigo&Lifestyle: Is it easy to name clients that are best for your brand?

AR: The ones who want to work ambitiously, are truly interested in raising the bar and finding new opportunities through the circular economy thinking, no matter the size or sector of the organisation. From the circular economy perspective, we are still at the dawn of the new era and endless opportunities that this new approach can provide us with.

Firstindigo&Lifestyle: Is the questions of climate change significant and embedded in your models?

AR: Absolutely. To start with, all energy should be renewable, this is one of the basic tenets of the circular economy. Decoupling growth from the use of virgin raw materials and resources is another key principle. In short, it means doing more with less and designing our products, systems and societies in a circular way so that emissions can be decreased significantly.

Featured image credit: textile hackathon, Sara Malve-Ahlroth.

threeASFOUR spring/summer 2014

On September 8, 2013, avant-garde fashion collective threeASFOUR debuted their spring/summer 2014 line at The Jewish Museum as part of threeASFOUR: MER KA BA – exhibition. The collective’s fashion and art is inspired by the geometric patterns found in synagogues, churches and mosques throughout the world. For the nine sculptural dresses featured in MER KA BA, they use laser-cut lace, origami pleats, and 3D-printed textiles to unite symbolic patterns from diverse religions.

(Video by Brian Gonzalez)

The collectives 3 designers were born in different cultures:
Gabriel Asfour is from Lebanon, Adi Gil from Israel, and Angela Donhauser from Tajikistan. Their approach to fashion is poetic and socially conscious. For threeASFOUR, couture is about more than just beautiful clothes; ‘it is both wearable art and a platform for their free-spirited philosophy.’ 
— — —

threeASFOUR’s MER KA BA installation exhibition is on  view until February 2, 2014, at the Jewish Museum in New York. Check the exhibition site.

Fashion Curating: Unsustainability, gender and class readdressed

Fashion Interactions is a multidisciplinary exhibition that explores fashion culture by means of contemporary art, design and media. The exhibited works comment, on the unsustainability of the fashion industry, analyze the relationship of fashion and corporeality, and investigate how people use clothing as a tool for building identities. The exhibition is Curated by Annamari Vänskä & Hazel Clark and it presents works from: Federico Cabrera, Heidi Lunabba, Jasmin Mishima, Anna Mustonen, Nutty Tarts, Timo Rissanen, Salla Salin, Heidi Soidinsalo, Saara Töyrylä and Timo Wright. This exhibition opens on Friday November 15, 2013 in New York City. It is a collaboration with Parsons The New School for Design and the SheilaC. Johnson Design Center, Finnish Cultural Institute in New York, and the Centre for Fashion Studies (Stockholm University).

Image 

(Fashion Interactions-exhibition, Timo Wright-‘un fit’ video still)

FASHION CURATING NOW is a daylong symposium at Parsons The New School for Design on Saturday November 16 9:30 am-5 pm. The symposium reflects the subjects around the Fashion Interactions exhibition focusing on the possibilities and challenges of contemporary fashion curating on a global scale. Critical points of view are stressed, as is contemplation of fashion’s kinship with art, design, industry, performance, and self-presentation. I asked a few questions from Leena-Maija Rossi, who is the Executive Director of Finnish Cultural Institute in New York, about the seminar and other related topics. 

Firstindigo&Lifestyle: Can you explain the background of the seminar?

L-M Rossi: The background of the Fashion Curating Now is in the exhibition project Fashion Interactions. It has its origins in the show Boutique, curated by Annamari Vänskä, which was part of Helsinki’s World Design Capital year in 2012. Finnish Cultural Institute wanted to bring a new edition of the show to New York and partnered with Parsons New School for Design in order to do that. The process of “re-curating” an already existing exhibition made us think of curating fashion at large: how to present fashion in an interesting way “outside the  market”? How to make engaging exhibitions on fashion, how to show its entwinement with fine art, how to find new fora for curating, e. g., in the new media? How to make visible the political aspects of fashion?

Firstindigo&Lifestyle: Finnish fashion and design have gained more international visibility, creating their own trends as well, how do you see current research field is following trends from the industry?

L-M Rossi: I see fashion research as a developing and dynamic field, especially when it connects with studies on class and consumerism, and, of course, studies of gender and sexuality. I do not know if the task for the research is to follow the trends, I rather see research as a field for critical interventions.

Firstindigo&Lifestyle: In Finland, it seems that industries have also been able to point to cultural questions, what do you see as current research themes coming from the field/industries themselves?

L-M Rossi: Sustainability is of course a timely research theme, and the way it intersects with the issue of class. I am also really interested in the potentiality of queer fashion research, and I would really like to see more analysis on gender nonconformity, not so much of equaling queer with identity categories.

Firstindigo&Lifestyle: Yourself, you have written about advertising, media, gender representations/performance-related, in the contemporary visual culture. What do you see this global exchange is giving to these themes?

L-M Rossi: I think fashion is a crucial part of visual culture at large, especially because of its border-crossing nature. Gender is being profoundly done by people’s choices of dressing up and wearing their clothes, and these choices are, again, influenced by advertising. So one could say that the fields of fashion and advertising are constantly participating in the global processes of doing and undoing gender.

Firstindigo&Lifestyle: How well or how do Finnish fashion industries communicate globally? How do you see the branding, would it be more individual voices than a canon etc.?

L-M Rossi: It seems that many Finnish designers communicate quite naturally in the international field of fashion. Like visual artists, I think they first and foremost present their individual voices; it is very difficult to build a uniform “brand.” But then again, many seem to be thinking of such issues as high quality materials and sustainability. 

 Firstindigo&Lifestyle: Art, fashion, design: How would you speed-describe these together?

 L-M Rossi: Fashion and design are artforms, fashion is an interesting field within design. All of them make difference in everyday life.  

 Image

(Fashion Interactions-exhibition, Nutty Tarts & Heidi Lunabba) 

/// INFO: FASHION INTERACTIONS ///

Fashion Interactions-Exhibition

Opening: Friday November 15, 6pm – 9pm

November 11 – December 13, 2013

Open daily 12pm – 6pm

Arnold and Sheila Aronson Galleries

Sheila C. Johnson Design Center

Parsons The New School for Design

66 Fifth Avenue at 13th Street, New York

The exhibition is supported by the Finnish Ministry of Education and Culture, Frame Visual Art Finland and Consulate General of Finland in New York.

   /// FASHION CURATING NOW ///
Symposium, Saturday November 16, 9:30am – 5:00pm

David Schwartz Fashion Education
Parsons The New School for Design
560 Seventh Avenue at 40th Street
New York

Finnish Cultural Institute in New York Facebook.

http://www.ficultureny.org/node/330

http://www.newschool.edu/sjdc

Finnish Samuji attending Capsule in New York

Finnish Fashion brand SAMUJI will be part of CAPSULE Women’s fashion showing on September 15-17 2013 in New York. The brand started in 2011 with a collection for women, and for fall 2013 with a collection for men. SAMUJI’S story embeds love for the everyday, highlighting its simple functionality, and setting values for designs that are sustainable.  In addition, SAMUJI items are crafted from quality materials coming from European and Japanese suppliers, and are made in Europe. The flagship store is in Helsinki. SAMUJI is also sold in selected stores in Europe, Asia and North America. www.SAMUJI.com 

More information about the Capsule show including brands and event location here

Finnish Paloni designers come to New York

MINNA SÄRELÄ is a founder of Finnish design collective PALONI, which is coming to New York this weekend to open a pop-up store during the fashion week. PALONI shop will be open through the end of February at the Ivana Helsinki NYC Concept Store. Their motto is: YOU CAN CALL IT DESIGN, INDIE FASHION, ART OR HANDICRAFT. WE CALL IT PASSION.

 

Firstindigo&Lifestyle: Minna, I was so happy to hear that PALONI is coming to New York, tell me little bit about this ‘invasion’?

Minna: I founded Paloni one and a half years back, and lately started to feel that it’s time for the next step, broadening our scope and doing the first international project. New York opened as an opportunity through another Finnish fashion company Ivana Helsinki. After I got to discuss with their crew, things started going forward very fast. Our designers are very excited about this project and the possibilities it offers. We had a total of 37 Finnish designers joining the project, despite a very tight schedule for the preparations. Now it’s not just my project anymore, it’s something we do together. We have a group of 20 Finnish designers coming personally to New York, and together we will promote Finnish design and fashion know-how, build a pop-up store within the Ivana Helsinki NYC Concept Store. We will organize events and parties, network and build ourselves wider horizons for future dreams.

 
Firstindigo&Lifestyle: When you started the company-collective, who did you include, was it by invitation and with like-minded people?
 
Minna:  When I started, I had 45 designers that I represented. Now I’m trying to settle the number at about 80, although there would be much more demand and need from the designers’ side to join this kind of a platform or network. Still, I think it makes more sense both to our designers and customers that we can concentrate on the people we represent.

At first all of my co-operations with designers started by finding interesting labels or designers, and looking for cooperation. Now I get many requests every week from designers who would like to cooperate. I try to answer them all and to help them all, even if I think there’s something about their line or products they should still work on before going to the market.
Firstindigo&Lifestyle: HOW INTERNATIONAL IS PALONI?
 
Minna:
I see Paloni as “born global”. Even though we’ve only operated in Finland so far, our way of communicating in English, and with international vibes, have brought us international customers and connections, and made our network international. Also our designers come from across the globe, although this New York project concentrates on making Finnish designers’ skills better known.

Firstindigo&Lifestyle: I learned from your website that you have been participating in eco- and sustainable fashion events, what have you learned about this field, and what are your thoughts about this trend?

Minna: I really wish it will not be just another trend among others, but rather a chancing force that will make the whole industry into something different and affect our behavior profoundly. I feel there’s much need for making ethically and ecologically sustainable options available and better known. I don’t believe the change comes from pressuring or from being negative. It needs to stem from each one of us. Personally, I feel that wearing a garment I respect in all ways makes me feel more balanced and respected, too. There’s a lot of discussion and information around this issue, and I’ve learned so much about the debates and aspects in the past years. However, I think offering information will not change it very much – we already get too much information every day. I think we rather need some easy and pleasant ways of loving fashion more sustainably. By bringing together tens of designers that represent this ideology and by offering their offerings as a holistic array and experience, we try to build sustainable design in a pleasant way, and include a wide enough collection to be part of it.
{All photos Paloni: Minna Särelä, captures: Sami Perttilä}

Firstindigo&Lifestyle: WHAT ARE YOUR NEW PROJECTS WITHIN PALONI, AND YOUR EVENTS?
Minna: Simply teamwork. By doing things in a committed team and by supporting each others’ potentials we can reach much more than with big money. The word ‘Paloni’ comes from the Finnish word “my passion”. When you have passion for something, it shows. And when it shows, others get excited too. And when that happens, impossible things become possible.
Firstindigo&Lifestyle: What do you expect from your visit in New York, how many times have you visited?

 

Minna: Although I haven’t been in New York many times, it’s one of my favorite cities in the world. I think each one of our designers have big and very different expectation. Personally, I expect networking, finding new inspiration and ideas, -these two things combined can lead the way to something new and unexpected.

Firstindigo&Lifestyle: Is Paloni hoping to bring the products here, or will operate via the e-shop?

Minna: The Paloni pop-up will be open inside Ivana Helsinki NYC Concept Store from February 11th until February 28th. This is a good chance to see, feel and try on the products in person. However, we also have an online store through which we have worldwide shipping at all times. The collection we’re presenting in New York are these designers’ new spring-summer collections. New Yorkers will have the privilege of getting to buy these items first – they will only become available in our Helsinki-store and our online store in March. Our online store has all this information in English, and can be found from www.paloni.fi/store
 
Firstindigo&Lifestyle: Welcome to New York!

Minna: Thank you! And welcome to our opening party on Wednesday Feb. 13th at Ivana Helsinki NYC Concept Store! We will have DJ Fiona Timantti playing Finnish music, and you’ll have the chance to meet our designers in person.
Read also story about Scandinavian Design in this blog

Check the Paloni website: http://www.paloni.fi/

Anna Zaigraeva rocks her beadwork design


Anna Zaigraeva lives in New York City and works as a Russian to English translator. She designs beadwork jewelry in her spare time.
-Anna, tell us how you started doing these and when? 

– I learned beadwork from my best childhood friend back in Moscow. We were both ten. Since I moved to the States, I’ve mostly just continued to learn by trial and error – I don’t subscribe to magazines or beading clubs or anything like that. So I’m not a hot-shot technique-savvy beader by any stretch of the imagination.
-How long did it take to learn?
– Not very long. They are difficult to make, but not because the stitches are tricky. It just takes a lot of time to pick and choose the right bead. I use high-quality Japanese Miyuki size 15/0 beads, which are pretty uniform compared to other brands, but even they are not uniform enough to simply string them at random and hope the pattern comes out. I have to constantly compare the fringe I’m working on against the previous one, to see if the next bead needs to be thinner or fatter to make the pattern work best. When beads are marketed as being the same size, it just means they have the same width and hole diameter – thickness varies quite a bit. But this is what sets my necklaces apart from others that use patterned fringes: I hand-pick each of the 7000 beads specifically for its place in the necklace, and I also make sure the fringe is not too loose or too taut. So the pattern comes out as close to perfect as possible.
– Are the supplies easy to get?
– There are a lot of bead suppliers out there, so the main problem is price shopping. My best purchases usually come from the discount bins of the Toho Shoji store on 37th street.
– What inspired you to make these necklaces?
– My very first fringe necklace was inspired, as far as I recall, by a coral reef. The design I first chose was symmetric but extremely difficult – the necklace took me probably upwards of forty or fifty hours to finish, and I made a ton of mistakes. I’d like to try making it again at some point – it was different and interesting. Unfortunately, given how long it takes, it’d probably be too expensive to unload afterwards. But that’s all right. I might just end up giving it away to a friend.
 
– So the first one took fifty hours, what about the ones that you made after that?
– After that, I adjusted the pattern slightly, and they now usually take between 20 and 30 hours, depending on how many colors I use. The simplest pattern I make is solid diamonds – four colors and a border. It always takes several hours just to pick out the colors and make a sample. I usually end up trying out several combinations until I find the one that works best.
– Are they heavy?
– No, they’re actually super light. People are always surprised by this, since each necklace has about 7000 beads. But miyuki seed beads are very lightweight. So the necklaces rarely weigh in over 25 grams. And I recently started using even smaller beads – Czech size 15/0 rather than Japanese, so they’ve gotten even lighter. My new House Stark necklace with a direwolf head weighs only 13 grams, and that’s only because it has a rather big toggle clasp.

{ALL the above designs are found inAnna’s Etsy-storehttp://www.etsy.com/shop/AxmxZ. Anna shows here how to make jewelry with cool pictures.}    

Fashioning ‘eco’ concepts

If fashion is now promoted with both ecological values and celebrity cultures, a question of who is wearing what and whose designs, includes a new kind of conceptual thinking.  Historically, fashion is the clothes that we are wearing. Then, a questions of social class plays an important role, since we are making the clothes our own by wearing them. Traditionally, women have been thought to be the ideal consumers of fashion, so fashion magazines have also created platforms where to discuss and make fashion as part of the women’s lives. In the circulation of fashion, clothes become fashionable again when the trends come back as new combination, and also next to new concepts and ideas. The historical, futuristic, and the near-past fashion are re-produced together with popular cultural icons. The cultural references of fashion keep also changing so that they are able to maintain the ‘hype’ status attached to classical designs. New technologies used in the fabrics, as well as green values are  important factors, which also reflect the moment. More importantly, ecological aspects that promote global awareness and respect the local traditions are now a necessity.

When in previous decades, the fashion products (and other products) did not take into consideration the ecological dimension of production, today’s processes are very different. The economics behind the change is pricing, as the prices in materials have been rising. Then, today’s consumers cannot be entirely responsible for paying the high cost, so the companies and designers have to be able to reduce the amount in production, and reconsider the materials, which they use.

When we are making our choices as consumers of fashion, more important to us than who is showing up in the shows is to be a conscious consumer. We should be asking, what is the ecological dimension behind the clothes that we buy. In addition, a cultural and geographical referent can become a conscious factor in our decision making; when in the making of the products this means emphasizing the local craftsmanship. One example of this type of local fashioning is a collective Contept Korea that has utilized an idea of Korean fashion culture in their global marketing. Designers who are participating in the collective aim at making Korean cultural image and national competitiveness as their goal. The Korean fashion, which has been promoted overseas has been sponsored by the Korean Ministry of Culture. With that governmental aspect, Concept Korea has been looking for new forums to promote Korean fashion and culture together, and to interact with new technologies. I participated in their showing in Mercedes-Benz Fashion Week in New York in February 2011.

One of the designers Lie Sang Bong (based in Paris), has been drawing inspiration from Korean folk painting, from the black and white graphic designs which have drops of bright color like red in them. He has also created fashion sculpture and a bauhaus-architecture inspired collection, which both show sculptural dimensionality in clothing. Then, a Korean woman designer Doho impresses with work that has a feminine and flowy touch (see picture from Mercedes-Benz Fashion Week in February 2011). Concept Korea perhaps comes as a continuation of the collective creativity that started with Seoul being the World Design Capital in 2010.

In today’s economical climate, the design world is thinking alternative solutions. When European countries struggle with economical difficulties, a good news could be that the countries are re-thinking the carbon limits in the production processes.  Only a few decades ago, environmental problems were thought to be part of the policy making of the governments. Now the industrial processes are considering the environmental questions as part of their designing of products.

Designer Lie Sang Bong with his crew at NY fashion week.

Would I buy a ‘poisonous’ handbag…

Marketing strategies are sometimes tricky, and techniques of seduction are part of the contemporary branding of products. Putting products out on displays, is then of course part of the entire strategy. We are sensuous beings. Consuming today means taking seriously the product differentiations. We should be paying attention to, how the different products feel, taste, smell, etc… In other words, a questions is, how we as humans experience and imagine objects and things.

What is the tricky point is that we are after all quite childlike beings when we make our choices to buy something. Hopefully our product differentiation is more in line with the future aspect; what would be good for us in the long run and what would be a more sustainable aspect in our buying of new things. This relates to, what is good for the environment and does not poison our bodies.

It is important to emphasize couple of questions: how much of the seduction in the advertisements, and in the product differentiation is based on the use of different color-combinations? How do the various techniques of branding speak to our sense of nostalgia aiming at reminding us of our childhood experiences, the shapes, designs, colors and patterns? I noticed something based on this idea.

There was a handbag, which was on display on a ‘poisonous mushroom’. Think of the red-white spotted Amanita. The color combination would be just so inviting, so deliciously right. The color and shape is full of associations, which can be traced to children’s books and other childhood designs…Just imagine Alice’s Adventures in Wonderland  (by Lewis Carroll). What actually happened to Alice? She was growing tall, shrinking…The image appears as both fascinating and scary. We do not necessarily need to know what happened to Alice in the story. Yet we should think about the poisonous as a metaphor for things that work in the level of seduction… An important question would be, as I see a beautiful handbag on display, would I buy it as it is on a top of a poisonous mushroom? What else does ‘the poisonous’ stand for in the contemporary consumption imaginings, what are the materials used in the products; do they harm the environment and so on?