About a month ago I met Hasmik Metavosyan at Modefabriek. I found her such an interesting
person with an interesting vision on Fashion that I wanted to know more, and share this knowledge with you all.

Hasmik, 27 years old, studied Fashion communication design at the HKU and after that she graduated for the master
of Arts. In the second year of her education she started researching on sustainability and fashion. Now she spends
her time as a fashion researcher and designer. She helps brands to understand the needs of their audience and
design clothes in an ethical way. In the past few years she has been researching sustainability in the fashion industry,
fashion systems and clothes psychology. Based on this research she has developed a new design system and a
new business model for fashion designers and brands that will help to achieve a balance between fashion and sustainability.

I asked Hasmik why a switch of awareness is important for consumers. ‘Consumers have a huge role within the fashion chain.
First of all they are the ones who keep the industry going. Second of all the most pollution coming from clothes happens
in the time that clothes are in the consumers wardrobe (from washing - water, energy from high temperature
washing, detergents, from ironing - energy and from tumble drying - energy). So a consumers behaviour towards
the taking care of his or her clothes could already save a huge amount of environmental pollution. Thirdly a consumer
is the one who does or does not bring the clothes back for reuse and recycling. By throwing clothing into a clothing
container, the worn clothes can create jobs, can finance development-projects and can be reused as materials.’

Hasmik developed a business model which brands can use in attempted to becoming more conscious about the environment.
According to this business model, the price of a garment depends on how a garment is going to be purchased and for how long.
There are five options:
1. Buy a new piece and pay the full price.
2. Borrow a new garment for a certain period of time (for a day, a week, a month, 3 months).
3. Buy a worn garment with discount.
4. Borrow a worn garment with discount.
5. Take a subscription at a shop, one will pay a fixed sum per month and be able to borrow a number of clothes. The shop
would be more of a clothing library.

Brands would have profit from returning customers and not from selling as many pieces as possible. Brands
would produce less, but better quality clothes, which would save resources and make it possible to pay better
wages to the manufacturers. This is only one of many the advantages.

‘My aim is not to harm with fashion, but rather contribute to a better world. In the ideal world clothes would be designed
based on the physical and the psychological needs of the wearer. The relationship between fashion brands and designers
is of a high quality and based on transparency, trust and commitment. The manufacturers receive fair wages and other
benefits since brands do not compete based on low costs. Those fair wages would make many dreams come
true and make a good health care and education possible for the ones who make our clothes. Clothes would only be
of a great quality and delicately designed. The environment would be saved since the production process would be cleaner
and less intense’ Sais Hasmik.

Interview by Lisa Eggen with Hasmik Metavosyan