DESIGN ETHICS IMPLEMENTATION OF MIDDLE CLASS FASHION BRANDS IN BALI

• Main Author: Arumsari, Arini
• Format: Dissertations
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/47241
• Institution: Institut Teknologi Bandung

Currently the fashion industry, one of the sub-sectors in creative industry in Indonesia, is the second largest industry out of other 15 industrial sub-sectors. This phenomenon is a good opportunity and potential for the fashion industry development in Indonesia, but if explored further, there are also potential adverse impacts on the environment and society from the rapid development of the fashion industry, such as: using the materials that are not environmentally friendly; processing the waste that is not optimal production; low quality products with a short life circle; the social issues of employment, consumerism, and others. In Indonesia, there has not yet been found an institution or organization, either government or private party, which gives directions or even rules regarding the development fashion that is more environmentally friendly and can minimize the various problems above. But it doesn’t mean that in Indonesia there is no effort at all about those mentioned above. After searching on a national scale, there are many exhibitions, fashion shows, trade shows, and various other activities as the efforts to develop and apply the concept of Design Ethics. The scope of Design Ethics as the main theory in this research is the efforts of a designer in processing aesthetic values and creativity; and at the same time is also a implementation of responsibility towards the environment; and also to the values that are transcendental. In further developments, it is found a variety of fashion brands that have already carried the concept of Design Ethics in the process of creating and developing the business. The development of fashion design with the concept of Design Ethics is considered the most progressive in Indonesia, namely in Bali. The methodology used in this study is the sociological approach. The approach is used to be able to map in detail the fashion field in Bali, and how the elements in the fashion field interact with each other making it possible for fashion brands to conceptualize the Design Ethics to be able to develop there. Furthermore, the mapping is analyzed in order finally to formulate a strategy for improvement and development of social phenomena so that it can become the more optimal solution of the problems. The fashion brands having the concept of Design Ethics are widely developed in Bali because Bali has 2 main things behind them. The first is because of the uniqueness of traditional Balinese culture that is held firmly by the Balinese. It is the traditional culture that underlies the design process and also the production of the fashion brands. The second is due to the development of the tourism sector in Bali which produces a complex fashion field but at the same time becomes a very potential market for the products of fashion brands with the concept of Design Ethics to be well-appreciated by consumers.