World 24, Exploration A

Cover of a fashion magazine encouraging reuse.

In 1980 a magazine in World 24 launched promoting a new way of styling. This movement was so influential that it turned the values of fashion upside down. With no new clothes available, unique identities were formed.

New Rules, the new brand to explore old things. New rules came from a direction of reinventing fashion morals, the idea of forming attachments with your clothes has become the new normal due to the overtake of upcycling and the pressure to not conform. The brand aims to make sustainable fashion fun and to provide interesting pieces to keep the idea fresh, that’s accessible for everyone. A new lease on your identity.

This Exploration was contributed by Fashion Fictions contributors (located in the UK), developed from a World contributed by Victoria Coutts, using a Creative Commons Attribution-ShareAlike 4.0 International licence which allows others to share and adapt the work in any medium and for any purpose, providing that they credit the authors and share their material using the same Creative Commons licence.

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