Short answer
Shift design and communication strategies to emphasize the enduring value, craftsmanship, and ethical provenance of fashion, rather than solely focusing on trends and disposability.
- Field
- Innovation & Design
- Source
- University of the Arts London Research Online (University of the Arts London) (2012)
- Method
- Literature review and synthesis of emerging industry practices and consumer trends.
- Evidence
- Strong effect
The perception of fashion as inherently unsustainable can be challenged and transformed by developing new narratives that highlight its diverse functions and evolving practices. This innovation & design research insight is drawn from a 2012 study published in University of the Arts London Research Online (University of the Arts London). Using Literature review and synthesis of emerging industry practices and consumer trends., researchers explored how this design variable affects real-world outcomes. The key design takeaway: Shift design and communication strategies to emphasize the enduring value, craftsmanship, and ethical provenance of fashion, rather than solely focusing on trends and disposability.
Sustainable Fashion: Shifting Narratives Drive Industry Transformation
The perception of fashion as inherently unsustainable can be challenged and transformed by developing new narratives that highlight its diverse functions and evolving practices.
University of the Arts London Research Online (University of the Arts London) · 2012
Key Findings
- 01The concept of fashion as solely driven by novelty and obsolescence is a limiting narrative.
- 02Fashion serves multiple functions, including artistic expression, cultural heritage, and economic stimulation.
- 03Growing consumer demand for transparency and ethical production is forcing a paradigm shift in the industry.
- 04New narratives are emerging from innovative companies and individuals that promote more sustainable practices.
Application
Design takeaway
Shift design and communication strategies to emphasize the enduring value, craftsmanship, and ethical provenance of fashion, rather than solely focusing on trends and disposability.
How to apply
Develop product lines that emphasize timeless design, high-quality materials, and repairability. Create marketing campaigns that tell the story of the garment's creation, the artisans involved, and its potential for a long life.
Project actions
- 01Explore how different fashion items (e.g., a couture dress vs. fast fashion t-shirt) have different 'lives' and values.
- 02Research brands that are successfully using 'slow fashion' or 'ethical fashion' narratives.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Highlights the critical role of storytelling and perception in driving industry change.
- +Acknowledges the complexity and multi-faceted nature of fashion.
Limitations
It can be challenging to quantify the exact impact of narrative shifts on actual consumer purchasing behaviour.
Reliability & validity
The findings are based on a synthesis of existing discourse and emerging trends, making direct reliability and validity measures of a specific experiment difficult. The strength lies in its conceptual framework.
Think critically
To what extent can 'sustainable fashion' truly exist within a system that fundamentally relies on continuous consumption and trend cycles?
Design Principles
"Design for longevity and value by embedding narratives of quality, heritage, and ethical production into products and brand communication."
Designers and businesses must acknowledge the complex role of fashion in society, moving beyond a purely consumption-driven model. By reframing fashion's value through narratives of longevity, artistry, and ethical production, the industry can foster more sustainable approaches.
What This Means for Your Design
Even though fashion is about newness, we can make it more sustainable by telling different stories about it – like how well-made clothes last a long time or how they are made ethically.
How to use in your project
- 1.Use this research to justify a design approach that prioritizes longevity and ethical production, arguing that these narratives resonate with evolving consumer values.
Add to My Project
Quick Cite
Paragraph starter
The prevailing narrative of fast fashion, characterized by novelty and planned obsolescence, contributes significantly to its unsustainable nature. However, as explored by Black (2012), alternative narratives emphasizing longevity, craftsmanship, and ethical production are emerging, offering a pathway for industry transformation. Designers can leverage these evolving narratives to create products and brands that resonate with consumers seeking more sustainable options.
Source
University of the Arts London Research Online (University of the Arts London)
Sustainable Fashion? Developing new narratives
journal · 2012
View sourceQuestions About This Research
- What does the research say about sustainable fashion: shifting narratives drive industry transformation?
- Shift design and communication strategies to emphasize the enduring value, craftsmanship, and ethical provenance of fashion, rather than solely focusing on trends and disposability. Evidence: University of the Arts London Research Online (University of the Arts London) (2012).
- Why does "Sustainable Fashion: Shifting Narratives Drive Industry Transformation" matter for design?
- Designers and businesses must acknowledge the complex role of fashion in society, moving beyond a purely consumption-driven model. By reframing fashion's value through narratives of longevity, artistry, and ethical production, the industry can foster more sustainable approaches.
- How can designers apply this research?
- Shift design and communication strategies to emphasize the enduring value, craftsmanship, and ethical provenance of fashion, rather than solely focusing on trends and disposability.
- What were the main findings?
- The concept of fashion as solely driven by novelty and obsolescence is a limiting narrative.. Fashion serves multiple functions, including artistic expression, cultural heritage, and economic stimulation.. Growing consumer demand for transparency and ethical production is forcing a paradigm shift in the industry.. New narratives are emerging from innovative companies and individuals that promote more sustainable practices.
- What research method was used?
- Literature review and synthesis of emerging industry practices and consumer trends..
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2012 journal from University of the Arts London Research Online (University of the Arts London).
- What should I do differently in my next project?
- Develop product lines that emphasize timeless design, high-quality materials, and repairability. Create marketing campaigns that tell the story of the garment's creation, the artisans involved, and its potential for a long life.
- What are the limitations?
- The research is primarily theoretical and based on existing discourse; empirical testing of new narratives' impact on consumer behaviour is not detailed.