Valuing the role of the wearer in the creation of sustainable fashion

A number of recent studies have documented the views and experiences of wearers as a method of profiling patterns of garment use and care. These findings tell us how wearers engage with garments and, importantly, have unearthed common problems in clothing care, including neglect, abuse and disengagement. Critically these narratives can provide the fashion designer with a fresh perspective on the design of ‘meaningful’ garments that engage sustainable strategies. Few designers located within micro- or small- to medium-sized fashion companies consider a life cycle approach to the design of fashion garments. Moreover, many do not appear to appreciate the significance of the wearer as a participant in the success of sustainable fashion. Within the design process there is scope for the designer to develop garments that can assist the wearer to extend the life cycle of a garment during the use phase. In acknowledging the use phase as an important area for consideration in the design process, it becomes apparent that the responsibility for the success of sustainable fashion might lie with the designer, the producer, the wearer or all of these. This issue is a key point that will be raised and discussed at intervals throughout the paper.