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TED x KEA Talk : Manou Messman on why what you wear says a lot about you

TED x KEA Talk : Manou Messman on why what  you wear says a lot about you
March 02
14:26 2015

 

For as long as she can remember, Manou has had an unshakeable fascination with fashion; specifically in how and with what intent people dress the way that we do. Despite a dominance of the fashion industry, dictating the social narrative, Manou has witnessed that many of those working within it are shockingly unaware of the needs of their consumers.

“Outfits are first and foremost a means of expressing oneself. There is an underlying psychology of complex individual needs at play that is not being addressed by those with the power of controlling the fashion industry,” Manou says.

Seeking a deeper understanding of the underlying mechanics of getting dressed in the morning, Manou excelled in a Masters of Communication and Psychology from Roskilde University, specialising in fashion psychology.

Bitten by the fires of the entrepreneurial drive, Manou is leaving the safety net of her job at the Ministry of Finance, pursuing her dream of building a business that educates the fashion industry to the true needs of this generation.

“There is a difference between what is produced by the fashion industry and the needs of individual consumers within it”.

A large part of this is due to the industry itself, so intent on pushing boundaries; with new lines and new styles coming out faster than we can try them on. This innovation for the sake of it leaves little time to acquire the capacity to understand the fundamental needs of the people that they serve.

“Many of them […] lack a broader understanding of the complex psychological demands that their customers have, and are unaware of how to address them.”

What follows is, in many cases, production simply for the sake of it, with very little long term vision. For this reason, many associate fashion with allegories of unsustainable practice and a lack for concern for the broader problems of mankind. Things need to change.

Revolutionising the fashion industry in this manner is no small task. But Manou doesn’t buckle under the pressure of facing the impossible.

A loving mother to Nomi and Alba, children born under exceptionally difficult circumstances due to pregnancy complications, Manou has overcome many a struggle to get to where she is. Coldly informed by doctors that she could not bear children, Manou refused the words “it’s not possible”. She laboured through several long, hard months and successfully conceived two healthy children, a boy and a girl. With her family happily settled in a small town not too far from Roskilde, Manou is now ready for the next big challenge of her life.

It is time to re-think the fashion industry, and the time to redefine what is normal. It is time for a new generation to emerge.

 

Article and interview by Allan Mutuku-Kortbæk

 

 

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Allan Mutuku - Kortbaek

Allan Mutuku - Kortbaek

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