(Figure 1: FASHIONBEANS, n.d.)
This semester, I enrolled in the sustainable fashion module with the aim of gaining insights into environmental awareness within the fashion sector. Unexpectedly, this course not only broadened my knowledge but also transformed my perspective on sustainability.
Using Rolfe et al.'s (2001) reflective framework, I was able to break down what I learned from this module.
What?
The module provided me with an in-depth understanding of the challenges and opportunities in establishing a more sustainable fashion environment, from exploring garment life cycles to material impact.
(Figure 2: RiverBlue, 2016)
Discovering the exploitation of garment workers and the environmental repercussions of fast fashion evoked a range of emotions, from guilt to motivation. The tragic events at Rana Plaza significantly altered my perception of fast fashion brands like Boohoo and PrettyLittleThing for the better (Clean Clothes Campaign, 2019).
(Figure 3: Zaman, 2013)
So what?
As the module progressed, I found myself questioning my previous perceptions of fashion and my role as a consumer. It became clear that fashion is a powerful force that can either harm or heal the environment.
In the past, I’ve been heavily influenced by hauls and try-ons on social media (Kowalewicz, 2022), and I purchased items based on hedonic needs (Holbrook & Hirschman, 1982); however, this newfound awareness compelled me to reconsider my shopping habits by investing in high-quality items that last longer and consider the ethical implications of my choices.
(Figure 4: Jenning, 2018)
Now what?
When envisioning the future of sustainable fashion, I foresee a shift towards responsible consumption—embracing ethical and ecologically friendly options like up-cycling, second-hand shopping, and renting (Amed et al., 2019). If only brands could focus on sustainability rather than just profit, the course of environmental effect would be drastically altered.
(Figure 5: Getty images, 2019)
This journey has not only influenced my academic understanding but also my values and goals. Armed with a broader perspective, my decisions will now reflect a commitment to responsible purchasing. I plan to scrutinise my wardrobe, making conscious choices aligned with ethical and environmental principles, and will continue to educate myself and others to promote a sustainable future.
Word count: 330 (+10%)
References
Clean Clothes Campaign (2019) Rana Plaza. Available at: https://cleanclothes.org/campaigns/past/rana-plaza (Accessed: 26 January 2024).
Holbrook, M. B., & Hirschman, E. C. (1982) The experiential aspects of consumption: Consumer fantasies, feelings, and fun, Journal of Consumer Research, 9(2), pp. 132–140. Available at: https://doi.org/10.1086/208906
Kowalewicz, R. (2022) Forbes. Available at: https://www.forbes.com/sites/forbesagencycouncil/2022/04/28/how-social-media-impacts-consumer-buying/ (Accessed: 26 January 2024).
Rolfe, G., Freshwater, D., Jasper, M. (2001) Critical reflection in nursing and the helping professions: a user’s guide. Basingstoke: Palgrave Macmillan.
Images
Figure 1: FASHIONBEANS (n.d.) What are extinction rebellion doing at fashion week?. Available at: https://www.fashionbeans.com/article/extinction-rebellion-london-fashion-week/ (Accessed: 26 January 2024).
Figure 2: RiverBlue (2016) Dye entering river. Available at: https://www.ecowatch.com/fast-fashion-riverblue-2318389169.html (Accessed: 26 January 2024).
Figure 3: Zaman, M.U. (2013) A report blamed the mayor for wrongly granting construction approvals and recommended charges for the Rana Plaza building's owner. Available at: https://www.nytimes.com/2013/05/23/world/asia/report-on-bangladesh-building-collapse-finds-widespread-blame.html (Accessed: 26 January 2024).
Figure 4: Jenning, H. (2018) Vivienne Westwood SS19. Available at: https://www.dazeddigital.com/fashion/article/41350/1/vivienne-westwood-ss19-lookbook-campaign-film-buy-less-dress-up (Accessed 26 January 2024).
Figure 5: Getty Images (2019) Consumer activism is set to rise and brands must respond with proactive sustainable business strategies. Available at: https://www.cosmeticsdesign-europe.com/Article/2019/09/10/Sustainable-consumer-behaviour-trends-for-brands-to-watch-from-Euromonitor-International (Accessed: 26 January 2024).
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