yedi Yedi 1307-9840 2687-5357 Dokuz Eylul University 10.17484/yedi.98156 Etik Modanın Temsiliyeti Bağlamında Vaatleri ve Çelişkileri: ‘Etik Moda’ Ne Kadar Etik Sunuluyor? Kipöz Şölen Atalay Duygu 06 24 2015 14 101 115 08 07 2015 Copyright © 2007, Yedi 2007 Yedi

Realization of devastating effects of fast fashion production and consumption strategies led embracement of an ethical and ecological design understanding that ensures redefinition of fashion. Thus, ethical fashion developed creative discourses such as ‘Slow Fashion Movement’ and gained a structure that praises local crafts, fair trade, multifunctional design products, participatory design, use of environmentally friendly materials and upcycled designs. However, it has also been assimilated via commercialization by the global fashion economy. While ethical fashion is transformed into a trend which can be consumed within the frame of dominant fashion system, it remained limited as an alternative design movement that is supported by the niche media which is transmitted through digital domain. Within this paper, in regards to design and production strategies of ethical fashion, discursive and commercial representations of it are analyzed by backcasting the literal and visual representations of ethical fashion in conventional and alternative media. Thereby the promise of ‘being ethical’ that ethical fashion propounds is dechipered through the media analysis

Hızlı modanın üretim ve tüketim stratejilerinin yarattığı yıkıcı etkilerin görünür hale gelmesi, modanın yeniden tanımlanmasınısağlayan etik ve ekolojik bir tasarım anlayışının benimsenmesine yol açmıştır. Böylece etik moda ‘Yavaş ModaAkımı’ gibi yaratıcı söylemler geliştirmiş ve yerel zanaatları, adil ticareti, çok işlevli tasarım ürünlerini, katılımcı tasarımı,çevre dostu malzemelerin kullanımını ve geri dönüşümle değer kazandırılan tasarımları yücelten bir yapıya kavuşmuştur.Ancak küresel moda ekonomisi tarafından ticarileştirilerek asimile de olmuştur. Etik moda, başat sistem içerisindetüketilebilen bir trende dönüştürülürken, sanal ortamda varlık gösteren niş bir medya ile beslenen alternatif bir tasarımhareketi olarak sınırlı kalmıştır. Bu makalede, etik modanın tasarım ve üretim stratejileri bağlamında söylemsel ve ticaritemsiliyeti ele alınarak ana akım ve alternatif medyada yer alan haberlerin geriye dönük okuması yapılmıştır. Böylece etikmodanın vaat ettiği ‘etik olma’ sözü, medya analizi üzerinden deşifre edilmiştir.Anahtar Sözcükler: Etik Moda, Etik Moda Söylemi, Modanın Temsiliyeti, Moda Basını, İnternet Dergiciliği.

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