In recent years, consumers have assumed a central role in the transition for sustainable fashion. Consumers purchasing decisions have been crucial in determining new trends or making way for new business models; for a segment of conscious consumers, purchasing is experienced as a political choice. Recognizing fast fashion’s detrimental impact, the European Commission’s “Reset the trend” campaign, targeting youth with #fastfashionisoutoffashion, aims to promote sustainable culture. The research presented discusses the results of a survey conducted on a specific gen-Z target, the student of the bachelor in Textile and Fashion Design. The research had the intention to investigate the target familiarity with eco-design strategies related to the use-phase, the one they are directly involved as consumers. The results provide feedback on the gap between policy and design direction and the actual consumers’s engagement in the green transition.

The article, which I wrote together with Claudia Morrea, was published in the academic journal Fashion Highlight Journal.

You can read it at this link.

Cover Photo di Alp Allen Altiner su Unsplash