Sustainability and cultural identity of the fashion product

Abstract

Sustainability as a current general requirement consists in applying the principle by which all societal systems must be less dependent on resource use and products must last longer, thus imposing a slowdown in production and consumption and an increase in value addition and product customization. This step is essential because creative industries are constructed on the basis of the concept of surplus value of the product which may be a material constitutive, based on superior technology and cultural identity. In the creative interior of this artistic and technological area, the cultural identity of the product is defined by the cultural archetype or pattern which transcends the primary message and reveals, through the symbolic qualities of decorative elements and of ancient artistic techniques a whole specific universe. Studying cultural archetypes and patterns which define Romanian spirituality, expressed through symbolic elements and motifs of garb with ritual role, highlights elements of symbolic anthropology expressed through avant-garde concepts of modern product design. The transition from culture theory to artistic practice is made by deciphering the imaginary, the functions of archetypes and by understanding myths. Thus, the chapter argues the thesis that cultural identity sells any product provided the authentic intrinsic cultural value is respected, defined and promoted, because the European cultural economy is not only necessary and a top strategy—it is also a dynamic multicultural reality directed towards sustainability of heritage values.