Wardrobe stories: sustainability and the everyday aesthetics of fashion consumption

Abstract

ABSTRACT Transitioning fashion towards sustainability will require changes in practices including the design, production, promotion, sale and consumption of clothing. Using data gathered through a qualitative method termed ‘wardrobe examinations’, this article examines fashion consumption through the lens of social practice theory in order to better understand how the practice of fashion consumption can become more sustainable. Through analysis of the wardrobe examinations an everyday aesthetic of dressing comes to light that includes negotiations between practicalities, emotional experiences, and the process of self-fashioning. I argue that the practice of fashion consumption is already layered and treacherous well before sustainability issues are considered, and the sustainable fashion movement – including activists, designers and retailers – must recognize and address this complexity if it hopes to fruitfully engage consumers to support a sustainable transition. I also highlight existing sustainable elements of fashion consumption that can be reinforced to aid the transition towards sustainability in the fashion sector.