Montreal-based designer Colin Meredith is finding ways to overcome the cost prohibitive hurdles faced by young fashion designers looking to establish themselves. Meredith’s more recent collection,called Dollar Wears, makes use of only products from the dollar store. The thirteen piece collection includes eight tops/ outerwear pieces, two pairs of pants and three Vans shoes (a sponsor of the project), made by hand from Dollarama (Quebec dollar store chain) products.
Keep in mind that this collection is an art exhibition and that included in the materials are used are Dollarama plastic shopping bags. These bags include the store logo. So, besides demonstrating the Colin Meredith’s creativity and effective recycling of materials, this creative exercise in fashion design also is an example of Mass Media Principles.
Primarily, this demonstrates how Mass Media consumes other Mass Media, turning it into content. In Merideth’s use of Dollarama products, as an artist he was working with physical materials and repurposing them as clothing. Clothing has both practical use and use as art (cultural expression through fashion) . Clothing functions as Mass Medium, conveying cultural messages about a person’s station in society and about their own individual sense of self.
In Western society, the cultural message conveyed by fashion choices can incorporate logos and brand names, as well as icons from the entertainment industry, sports, and national & regional identifiers.
The Dollar Wears exhibit alters the message of the original products and creates a new context. It both comments on social prestige that is associated with high fashion branding and logos, and it demonstrates how inexpensive materials can be reused in imaginative ways.