The three sins resonate perfectly with the excessive character of the queen, the construction of her identity and the use of fashion as an exotic escape from the dull routine of Versailles.I will illustrate each sins with examples from the movie.At the very beginning, Sofia Coppola depicts a fresh and excited Marie Antoinette, who arrives in France from Austria at the age of fourteen.
Author Diana Diamond argues that teenagers “are among the major consumers of our time”, spending over $170 billion in 2007.
She maintains that clothes are at the top of the list of items purchased by young girls.
The people of Mc Fashion make sure to accommodate all kind of customers. Moreover, they introduced a system similar to the “buy get 1 free”, where the customer can acquire combinations of items at a negotiable price (e.g t-shirt socks). As consumers, we can learn to change our behaviour by reading, questioning, inquiring and acting.
The Mc Fashion joints have an efficient inventory management to be able to meet the demand. As a result, Mc Fashion joints are neglecting the notions of value, true design, quality and durability. Here is an example of an organization that is not afraid to show the real face of theindustry.
There is a powerful tension between the two realms of fashion and death. Questions remain unanswered: Is being aware of those tensions sincerely affects our relation with fashion?
Must governments act to regulate the fashion industry?
Somehow, it made me think of the seven deadly sins and how they apply to the eighteenth-century French aristocracy lifestyle (lust, gluttony, envy, sloth, pride, wrath and greed).
Here, I have decided to focus on pride, greed and gluttony in order to navigate Coppola’s representation of the “teen queen”.
“We buy too much of everything because we can and because the market is geared towards high volume and low costs […] We have largely forgotten how to value, restore, maintain and sustain the clothes that we wear.” We cannot seem to escape fast fashion. Cordaid, an international development organization created The People in Need campaign in 2007.
Our society has developed an addiction to disposable fashion. The idea of the campaign was to make people think with bold and raw images of people in need, posing as fashion models holding luxury goods. In literature, they were caught in a very intellectual conversation (Giacomo Leopardi in “Dialogue Between Fashion and Death”, 1824). Candidly, Fashion tends to play with symbols and representation of death (Alexander Mc Queen’s skull).