Matter

When we buy clothes online, we browse fashion websites and filter by colour, item or brand. Emilie Desnoyer’s alternative ‘Matter’ takes the opposite approach. Starting without images, shoppers’ initial choices all concern the way clothes are manufactured and the social, ecological and political impact this has. The first choices concern the material: natural or synthetic? Durable or degradable? Then, consider the working conditions: brands will be pushed to be more transparent about their operations. Since the data from online purchases are collected, ‘Matter’ offers consumers an opportunity to show their concerns and affect the way the fashion industry operates.