Filant Prim: de la moda ràpida a la sostenible

Abstract

1. INTRODUCTION During the last 20 years there has been a significant drop in the prices of the clothes we buy. To the respect, seconds where we invest, we can «empower» abusive businesses for the planet or on the contrary, if we decide to practice a responsible consumption. Consuming is not a punctual act, we do it almost every day and we invest a lot of money throughout our life. Today, when we get a piece of clothing, we only use it an average of seven times before rejecting it or abandoning it to the back of the closet. The amount of time we wear each piece of clothing has been reduced by 36% between 2000 and 2015, while in the same 15 years, global textile production has doubled. 1.2 Justification of the name of the publication. This online media in catalan has a compound name that clearly refers to the colloquial expression «Filar Prim». This means to look at the details and, cover to cover, to consider all the possibilities when doing a job. When creating a new product, we must unite social and environmental sustainability criteria to produce a piece with ethics, labour and resource exploitation book. So that we «weave» a change in consumer trends. 1.3 Objectives to be achieved and target audience. By articles, reports and interviews to experts and entrepreneurs of projects of sustainable interest, Filant Prim wants to show the existence of a restlessness in the population that, certainly, wants to make a jump from fast fashion to slow fashion. Therefore, the objectives presented by the media are ambitious, so the main ones are: 1. To develop a media specialized in forms of sustainable textile consumption. 2. To promote the interest of the circular economy sector. 3. To cover an unexploited market niche in the Valencian Country. 19 4. To publicize Valencian projects that share a concern to address the fast fashion. 5. Create a simple, modern, interactive and multimedia website where the reader can find quality information in Catalan quickly. 6. To explain in an attractive way the social reality while putting into practice the knowledge and skills acquired throughout the degree. 7. Make intensive use of social networks as an informative channel for the reader, so that it is made to reach every time a publication is made on the web. 8. To position itself as a reference media for a restless community in need of change. 2. DESIGN 2.1. Analysis of the competition. The competition of Filant Prim Cibermitjà is diffuse, since there is no media in the País Valencià that writes recurrently about sustainable fashion. The only organization at national and global level which has a large team is the Slow Fashion Revolution Spain movement that frequently share news, articles and interviews of journalistic interest in their networks and web. As for specialized magazines we find on the one hand, Lima in charge of the communication agency Aura Sustentable located in Argentina. On the other hand, we find Diario Resposable as a media specialized in corporate social responsibility in Spain, as well as FuturENVIRO, the only bilingual magazine that talks about technological and environmental projects. Ágora is the only media specialized in water based in Madrid which is focused on the UN Sustainable Development Goals (SDGs). The Association of Sustainable Fashion in Spain (AMSE) has its own magazine where the work of associated companies is made visible. The magazine Ciclo, created by the Ecoembes association, addresses key issues on sustainable innovation. As an example of a Catalan magazine we find the cooperative Opciones where the journalist Berta Chávez collaborates, which is part of the female collective of research on consumption Carro de 20 Combate. She collaborates with the radio program Carne Cruda al Diario.es. Finally, in charge of the designer and disseminator Gema Gómez we find the school Slow fashion next that is in charge of offering courses of alternative formation to the current conventional industrial one. 2.2 Basic design and corporate identity features The logo of Filant Prim is a fabric made of beige and gray threads with white sidewalks. I wanted to show with an aspect of solemnity and calm the color of the earth, since, one of the main cures that the textile industry has to have is the environment. Therefore, the values we defend are rigor and pluralism in the exercise of our work as informer and communicator. Defense of equal opportunities and rights of all people in the textile sector to achieve a dignified life. Attention to the concerns of the readers of the area to make content related to their demands. Without the public, everything that Filant Prim does would be meaningless, since the human factor is the center of the whole project. 2.3 Structure of the media. The journalistic content has been divided into these sections in order to group the pieces of information in the most appropriate way according to the style of the journalistic piece that has been written, broadcast or edited. - AL PUNT: articles to keep up to date. This section consists of information aimed at showing what's new in the sector: courses and education organized by associations with sustainable criteria, responsible consumption events and accidents that marked a turning point in the sector. - FILANT: reports written to delve into topics that are rarely dealt with in the textile and fashion industry, such as environmental impact and the social factor. - PROJECTES: through interviews, entrepreneurship projects are made visible, mostly in the País Valencià. The objective is to delve into the human factor of the brand and extract the ethical values. It is subdivided into: circular fashion (second-hand fashion), suprareciclatge 21 (customization of pieces and creation of new ones) and sustainable products (new merchandising is created with sustainable criteria). It is not so much a section for advertising a brand, but a joint reflection with the protagonists and readers. So, it is a loudspeaker to promote a change in the textile consumption model. - DIALOGUES: is a section divided into specialized interviews, audio reports and visual reports. There is a short description to contextualize the piece to be accessed. It deals with economic, sociological, historical and cultural issues of how the textile interacts with the area and the country. - INSPIRACIÓ: recommendations of books and documentaries that, under the criteria and rigor of Filant Prim, are complementary to the information published in the other sections mentioned above. It was created to publicize the works of other authors who have additional research and data that allows the reader to nourish themselves with knowledge and arguments aimed at the defense of sustainable fashion. - GALERIA: to break taboos about second-hand clothing, the concern to show, through our own photographs, different forms of circular consumption. The purpose is the normalization of the markets of retro, antique and vintage objects in good condition. - MANIFEST and FÒRUM: In this section you can see the corporate values that support Filant Prim. Mission, vision, values and target audience, described in a personal way to make the audience understand where the reason of the media comes from. The origins and roots of the textile industry in the region where the creator of Filant Prim comes from are explained. Finally, a forum is also available for those who wish to request more information, express opinions about pieces or ask other specific questions. 3. FINAL EVALUATION To be the director, reporter, producer and community manager of the same magazine is to put into practice the role of journalist orchestra that we have heard so much in recent years. It is a form of entrepreneurship in the journalistic world. 22 Truly, one of the greatest satisfactions of having your own media specialized in minority projects is, in general, the affection and the feeling of help that anyone interested in the circular economy sector shows you. The joy, motivation and the fact of recognizing their work is so strong that, even with a phone or virtual communication, it is noticeable. In addition, to see "in its sauce" the spaces of exchange of objects or buying and selling is much more motivational. Being my own person in charge and time manager has not been an easy thing to do to guarantee a neat continuity to the media. That is to say, I was publishing pieces without rhythm, as the information came to my knowledge without having planned the articles. Sometimes due to lack of sources, information or complex concepts of the reports to which I had to dedicate more time than expected. Not advancing at a steady pace has frustrated me and I have shelved some of the issues raised. In short, although Filant Prim Cibermitjà has arisen from an academic requirement to finish the Degree in Journalism, it is true that it has taken root as a personal project. It is alarming the lack of communication and, therefore, of knowledge that exists in the population. I want to continue discovering projects and people with ideals and initiatives that motivate a change in consumption. Therefore, it is key to create a community of sustainable fashion references and normalize them.