Eros & Logos Through the Lenses of Fashion

Written by Tariro Zenda

Two things of opposite natures seem to depend / One on another, as Logos depends / On Eros, day on night, the imagined On the real. / This is the origin of change — a short poem by Wallace Stevens. Eros and logos, two concepts which many throughout history have regarded as in opposition to one another. One exists in the realm of logic and thought, and the other within the five senses and the heart. Though they seem to be at odds, a closer look would reveal that the two are quite complementary and from this relationship stems the backbone of process. Or, as Mr. Stevens phrased it, “the origin of change.” This theme is especially true in the sphere of fashion. But what are logos and eros? Logos is the Greek word for word or reason. It has been used throughout the philosophical world to refer to the power of the mind to think, understand, and form judgment by a process of logic. Eros was the Greek god of love, sensual pleasure and desire. Likewise, sensual as an adjective refers to one who “shows or suggests a great liking for physical pleasures, especially sexual pleasures.” An object or subject that is sensual “gives pleasure to your physical senses rather than to your mind.” It is from this angle that I will approach the concept of eros as a focus on the human desire or love for pleasurable things enjoyed through our senses. Fashion is a primary source of this. Fashion has always played an instrumental role in activating the human desire for beauty, our affinity for looking good. People from all cultures and backgrounds use fashion and apparel to express status, identity, tastes or preferences. Eros, in this sense, is seen in our expression of sensual delight for color, style, and silhouette, while logos shines through our use of garment functionality. These two forces have pushed forward many of the trends and garments seen throughout history. Even today, this dynamic hasn’t changed. As a society we are beginning to use our minds again in how we approach fashion, as well as maintain our desire for pleasure. Our love for beauty has caused the global fashion industry to evolve, leading to greater consumption, and along with that, its own set of consequences. Reason, however, has lead us to combat these problems. But perhaps, the best way to understand this is through art. No other modern piece of art better expresses this issue than Venus of the Rags. Venus of the Rags is a work of art created by Michelangelo Pistoletto. It depicts the classical statue of Venus, the goddess of love, beauty and fertility, gently pressed against an enormous pile of bright and tattered clothing. Her back is to the viewer, leaving the front part of her body hidden. Upon looking at Pistoletto’s work, I immediately thought of the tumultuous relationship between sustainability and fast fashion. Venus and her antique nature contrasted against the modern secondhand garments seemed, to me, a parallel of sustainability against the backdrop fast fashion’s depressing results Sustainability stands for longevity and preservation, the drive to produce at a rate that meets today's needs without sacrificing tomorrow. The clothing shown as piled up, overbearing, brightly colored, and only slightly worn speaks to the reality of our modern levels of consumption. The problem is messy and overflowing, just as the artwork presents. But how did we get here? Fast fashion began its rise in the 1990s, when the increase for hot, trendy items began to push shoppers deeper into the pits of consumerism. Brands were eager to meet consumer needs and capitalize on this fastgrowing trend. The first time the term “fast fashion” was used was when the New York Times published an article commenting on Zara’s incredibly fast production model. The retail store had just opened in New York and was pushing new designs out every two weeks. Soon after, many more retailers such as H&M, Gap, J. Crew, and Forever 21 began to follow suit, thus starting the fast fashion movement. Retailers went from having the standard 4 seasons for new styles to 52 seasons. That meant new styles being introduced every week! But what caused society to accept fast fashion? What is it about wearing different colors or seeing different styles make consumers leap at the idea, without so much as a second thought? The answer? In a single word, eros. We love to look nice. We get pleasure from the beauty we see in a garments texture, or luster, or color. It brings us joy. Our senses are stimulated through the experience of seeing something new and foreign. We like trying garments on, feeling that warm, cozy sweater against our skin, or admiring its hue in the mirrors of our dressing rooms. We get a rush from making our selections our own. It’s a lovely feeling to place our choices over the

counter, to give the cashier our confirmation of its value. But alas, when the experience wanes, we repeat the process in the next two weeks, ridding our closets of the old to make room for the new!

As a result, our mentality towards fashion has greatly shifted. It brought on the notion that our clothes are discardable, that we can dispose of our clothing on a whim, or on the simple realization that they fail to pleasure us like they once had. The fashion industry has taken our cues as well. Producing new styles at such a rapid pace has made it especially profitable for companies to produce as inexpensively as possible. In their pursuit to pump styles out without fail, they’ve produced millions of tons of textile waste, meaning many of their unsold garments and accessories land in landfills to be discarded and burned.

Thankfully, the other side of the coin has been flipped upward, and reason and thinking logically about our future has come to the surface. Day by day, companies are making efforts to chasten their effects on the environment. Many have begun conscious, eco-friendly designs and methods of production, as well as consumers opting to purchase from brands who are willing to serve this purpose. What a clear example of the power of eros and logos! When working together in glorious harmony, it can only create positive progress for the future.