Sustainable Materialism

Fashioning Sustainability

Fashion as social practice & sustainability in everyday life.

In today’s environmental climate, sustainability initiatives target multiple aspects of everyday life, including fashion. Yet despite the increasing number of anti-consumerist campaigns and the increase in sustainable fashion labels entering the market, mainstream fashion consumption practices remain environmentally unsustainable.

This PhD project examines the interaction of fashion with sustainability in order to rethink fashion as a social practice and consider the ways that it is involved with globalisation, identity, economics, ritual, and everyday culture. This research has gathered empirical data from sustainable fashion labels engaged sustainability initiatives and the environmentally conscious consumers who invest in these companies.

Through this detailed and holistic approach to fashion and sustainability this project aims to shed light on a more effective means of engaging fashion with the environmental and social goals of sustainability. These insights may also point toward an understanding of how individuals interact with concepts of sustainability more broadly given the increasing aestheticisation of everyday life and the prevalence of the fashion process impacting concepts beyond apparel.