In scarcely any other trend theme can we speak of “Blurring Borders” as in the case of “ecology”. Only the blurring of the clear-cut borders between nature and the artificial world has opened this theme also for those who have until now avoided appropriate products. Under the motto “composed spaces”, Chiyoda has dedicated itself to this new world, and developed decors, which radiate precisely this blend of “necessary” and “authenticity”.
For many years, ecologically inoffensive or, at least, preferable products have led a shadowy existence among consumers. Even for a great number of environment-conscious consumers, the use of such products was, above all, a compulsory practice for the benefit of the environment. They were considered to be “wet blankets” and sub-optimal. Where a substitute for natural, protection-worthy materials (e.g. furs) was concerned, many fashion-conscious people saw them as cheap and ugly. If it was a case of natural materials as a substitute for health-hazardous or environment-threatening plastics, they were considered poorly functional. Such criticisms were clearly not always justified. But something, which makes us feel more or less compelled to accept, does not arouse feelings of euphoria within us.
Not until the fashion world took steps towards environment-friendly materials and began to integrate into their collections eco-products previously scorned, did these become a “must” for the fashion-conscious consumers. A comparable development was also to be observed in the furnishings industry. Since then, the result has been a growing interest among the consumers in products made from natural materials, which are attractively designed, and in industrially produced materials, which appear attractive and authentic.
Author: Frank Stein for CHIYODA