Bloomer : a magazine promoting sustainable fashion

"Seasons” in the fashion world have little to do with temperature. Fashion’s increasingly rapid turnover is meant to boost producers’ profits and respond to consumers’ desire for novelty. On the down side, “fast fashion” comes with grave environmental and social costs. Bloomer is a magazine and an online platform that aims to slow down the conversation around fashion, and offer a platform for reflection and appreciation. In a throwaway culture, what does it mean when someone rebels by keeping and cherishing a garment for years? What makes people value some garments more than others? Is it the labor value in its creation, or sentimental value gained through lived experience, or the status value in its brand identity? The aura of a garment is a complex intersection of market forces, cultural ideals, and metaphysical subtleties. Rather than scolding or guilting people into adopting more sustainable wardrobes, Bloomer takes a positive approach to sustainability by featuring glamorous Austinites wearing their own clothes, sharing their stories of sustainable consumption, and promoting local thrift shops and sources of high-quality “slow fashion.” The first issue of Bloomer features a series of photos documenting how a variety of people practice sustainable fashion. Using the visual and written language of advertising and fashion, is it possible to cultivate an appreciation for the garments we already own, and for sustainable wardrobe practices? The goal of Bloomer as a magazine about sustainable fashion is to show pictures and tell stories of people who have unique and meaningful relationships with their clothes, and encourage the rest of us to ask ourselves “What is my relationship with my clothes?”