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  • Writer's pictureSHADY.TEAM

I Shop Therefore I Am

Barbara Kruger’s “I shop therefore I am” piece is one we think about often. Kruger once posited that modern society is filled with people who focus on “what they have rather than who they are.” This is certainly a point of tension for those like us, who participate in the fashion industry.

Fashion is an important way for people to express who they are and how they exist in the world, but when influenced by trends the cycle can become a vicious one. Suddenly it stops being about self-expression and identity, and more about shopping, ‘keeping up’, and ‘staying relevant’.

At SHADE, we strive to promote conscious consumption and encourage a shift towards sustainable fashion choices that align with our values. We believe that fashion should be a reflection of our individuality and personal style, without sacrificing our planet's well-being. Let's continue to prioritize who we are over what we have, and make fashion a tool for self-expression and positive change.


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