http___www.kontejner.org_projekti_touch-me_touch-me-festival-2008-osjecaj-se-bolje_izlozba-15_feel-good-t-shirt__1.xml
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Feel Good T-Shirt examines the relation between clothes and body in which an item of clothing becomes a strategic device in everyday life. Monochrome, blue and red t-shirts are enriched with substances having a soothing effect on the symptoms of nervousness and stress (anxiety, irritability, tension caused by mental strain) or substances that work as energy lifters and alleviate fatigue or have a stimulating effect during exposure to psychophysical exertion. By indirectly affecting the senses of smell and hearing, and by absorbing dissolved substances from the fabric through skin, the body is given a stimulant of either an ‘upper’ or a ‘downer’. The format of the t-shirt is a basis treated with suitable drugs or etheric oils depending on the color: blue t-shirts are ‘downers’, while red ones are ‘uppers’. Substances used are listed on the label, in the percentage in which they are present in the product with regards to other materials. The maintenance labels also include a description on the effects of the drug and detailed data on it. Putting an emphasis on the technological aspect in the process of shaping, presenting and supplying the product highlights the passivity, estrangedness of the contemporary consumer, while fashion influence is based on imitating the fashion system of big brands and their constant effort to better the product- consumer relation. By trivializing the structure which supplies fashion apparel cheaply and instantly, the t-shirts are placed in vending machines and made available, during the exhibition, at a symbolic price of 1 kuna. The result is a hybrid which is available, ready to be consumed, disposable, and offers pleasure and relief. The practice of impregnating different substances into textiles is not a technological novelty, but here it is interesting as a hi-tech mechanism suggesting safety and health, all the while making the product attractive. Substances impregnated into the fabric can be washed up in washing while psychological impression remaining after the first usage becomes one of the elements in the marketing strategy. First relations between product and consumer are realized in advertising campaigns. Associations wanting to convince us to purchase this project mostly depict celebrities laughing happily and guaranteeing, with full confidence, the same effect which the purchase of this product will provoke with ourselves. The Feel Good T-Shirt campaign is, in contrast, banalized and brought down to a simple slideshow with models dressed in t-shirts. The ad inviting models for the commercial will be published on Facebook and thus actors in it will be ‘regular’ people who are targeted by this t-shirt.
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Feel Good T-Shirt propituje relaciju odjeće i tijela, pri čemu odjevni predmet postaje strateškim pomagalom u svakodnevnom životu. Monokromne, plave i crvenemajice obogaćene su preparatima koji djeluju na ublažavanje simptoma nervoze i stresa (nemir, razdražljivost, napetost uslijed psihičke preopterećenosti) ili pak preparatima koji podižu energiju, otklanjaju umor i imaju stimulativno djelovanje tijekom izloženosti psihofizičkim naporima. Neposrednim djelovanjem na osjetila njuha i vida, te apsorbiranjem otopljenih tvari iz tekstilnog materijala putem kože, tijelu se tako pruža stimulans 'spuštanjem’ ili ‘dizanjem’. Format majice je baza koja se tretira odgovarajućim lijekovima i eteričnim uljima ovisno o boji: plave majice su ‘spuštalice’, a crvene ‘dizalice’. Korišteni preparati navedeni su na etiketi s deklaracijom proizvoda, u postotku u kojem su zastupljeni u odnosu na druge materijale u proizvodu. Na etiketama za održavanje se ujedno nalazi i tekst s uputom o djelovanju lijeka i detaljnim podacima o njemu. Naglaskom na tehnološki aspekt u procesu oblikovanja, prezentacije i plasmana proizvoda potencira se pasivnost, otuđenost suvremenog potrošača, dok se modni utjecaj bazira na imitiranju modnog sustava velikih brendova i njihovog stalnog nastojanja za unapređenjem osnosa između proizvoda i potrošača. Trivijalizirajući strukturu koja modnu odjeću plasira jeftino i odmah, majice su postavljene u prodajne automate i tijekom trajanja izložbe mogu se kupiti za simboličnu cijenu od 1 kn. Rezultat je hibrid koji je dostupan, spreman za konzumiranje, jednokratan, a nudi ugodu i olakšanje. Praksa impregncije različitih tvari u tekstilne materijale nije tehnološki novitet, no ovdje je zanimljiva je kao hi-tech mehanizam koji sugerira sigurnost i zdravlje, čineći proizvod primamljivijim. Tvari impregnirane u tekstil ispiru se pranjem, dok psihološki utisak nastao pri prvom nošenju postaje jedan od elemenata u marketinškoj strategiji. Prvi se odnosi između proizvoda i potrošača ostvaruju putem reklamnih kampanja. Asocijacije koje nas nastoje uvijeriti da kupimo proizvod uglavnom uključuju poznate osobe koje se sretno smiju, garantirajući nam, puni samopouzdanja, isti učinak koji će kupovina upravo tog proizvoda izazvati kod nas samih. Kampanja za Feel Good T-Shirt je, nasuprot tome, banalizirana i svedena na jednostavan slideshow modela u majicama. Oglas za snimanje bit će objavljen na Facebook-u pa će tako akteri biti ’obični’ ljudi kojima je majica i namijenjena.