UNIVERSAL SUPERMODEL CONTEST
18 July 2013
Shanghai, China
Opening speech by Mehri Madarshahi
In order to understand a fashion trend, we need to be aware of what will surround us in terms of our social and cultural way of living, climate change, resource shortages, population growth and other factors will shape the world of tomorrow and the future of the fashion industry within
The global fashion industry generates over a trillion dollars a year. So what we wear – and how it’s made and sold – can have a huge positive impact on our society and environment.
Popular culture, or pop culture is followed, understood and appreciated by a large audience. Pop culture is highly influenced by celebrities and includes the daily interactions and cultural ‘moments’ that constitute the everyday lives of the mainstream. This culture is seen as a commercial culture, mass-produced for mass consumption. In terms of fashion, an example of how pop culture can influence our lifestyle and our looks, can be found in the most stylish TV shows, like in the 80ties ‘Dynasty ‘ ‘Sex and the City and others’. In the last decade everybody wanted to dress like the protagonists of these serials.
The celebrity culture has and always will have an influence on society as they are constantly in the media. Celebrities are considered role models; their looks are studied and copied by a lot of people, and fashion industries are ready to invest fortune in them to advertise their products. In the last few years mass media has increased the exposure and power of celebrities.
Hollywood stars in fashion advertising, like Katie Holmes for Miu Miu, Victoria Beckham for Giorgio Armani , Madonna for Louis Vuitton are few examples of this trend. Fashion brands want to use the glam of Hollywood actresses to project their products and at the same time to show that luxury is doing well during this economic crisis.
The event planned for Super models in Shanghai is of a great importance. As the world changes, the supper models roles change. Those selected should assume the social responsibility of mainstreaming the beauty of dressing well for all occasions and for everyday of life. The designers and stylists of 21st century should not shy away from assuming the responsibility for social change and harmonious approach to multi culuralism. Fashion industries of future should heed a call for a sustainable approach by the whole industry to environment. Developing a brand means the designers should stay away from the short-term fad which are driven by rapid peaks and rapid death and instead focus on the potential that a long term consumer behavior will bring about identifiable sets of cultural values and can be tracked across continents. It is needless to say that China with its 56 ethnic minority can demonstrate a wealth of colors and shades unique for designers to create a distinct brand for China. By this, not only the designers show respect for the important message on cultural harmony but also help promote a unique style and brand in today’s world. The Supper model of tomorrow should be expected to assume the responsibility of Chinese Good will Ambassadors and create commitment to sustainability of nature and by actualizing a Chinese dream.