Allwood J.M.

Chapman J.

Fletcher K.

Fuad-Luke A.

Gwilt A.

Kaiser S.

Manzini E.

Max-Neef M.

Meadows D.H.

Niinimäki K.

Papanek V.

Rissanen T.

Schifferstein H.N.J.

Thorpe A.

This study discusses emerging design activities in the fashion industry and their implications for motivating sustainable consumption. The paper provides an insight into the broad opportunities of fashion activism for designers. As the basis for discussion and evaluation of the research questions, the author has compared the applicability of the bespoken strategies with selected findings from her own empirical case study. The case study entails two participatory clothing design workshops with 'half-way' products. The main research question elaborates on whether fashion activism can be considered as a tool for designers to help consumers defeat their desire to constantly consume more. This involves three sub-questions. First, how effective is fashion activism as a tool in raising awareness for sustainability issues in the fashion industry? Secondly, do participatory design processes and enabling solutions help the consumer gain new skills and develop a greater appreciation towards his/her products? This implies that the user can become his/her own designer and maker, and thereby possibly change his/her own behaviour and attitude through a deeper understanding of the production process. Therefore, and thirdly, can fashion activism ease the transition towards sustainable consumption? The final discussion will focus on the evidence gathered by the comparison of fashion activism strategies and the author's own research. The empirical case study has offered insight into the objectives of fashion activism specifically through half-way products. The findings positively confirm the expected advantages of half-way products. The half-way garments seem to ease the first step for user involvement. In addition, the research highlights the importance that consumers understand products and production. This understanding is a key factor for sustainable fashion consumption.</jats:p

Anja-Lisa Hirscher

Crossref

Research Journal of Textile and Apparel

Fashion Activism Evaluation and Application of Fashion Activism Strategies to Ease Transition Towards Sustainable Consumption Behaviour

Fashion Activism Evaluation and Application of Fashion Activism Strategies to Ease Transition Towards Sustainable Consumption Behaviour

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