Wardrobe full of clothes, nothing to wear?
Image: an AI generated photo of a wardrobe bursting open with hundreds of clothes with the text 'Wardrobe full of clothes, nothing to wear?' on top in white text.
‘We’re buying content not clothes’
‘Every stain has a story’
‘I might have something you could wear…’
‘We call it ‘our wardrobe’…’
…a few snippets from a workshop I ran at Hubbub to unravel insights and behaviour change ideas around sustainable fashion.
Our dress code? Come wearing something we haven’t worn in over a year (instant regret as I remember how chaotic my wardrobe is).
Sparking behaviour change around this topic has always been a hard nut to crack. Fashion is emotional, sentimental and woven into how we express ourselves. The act of shopping is packed full of dopamine. Brands tap into our desires and insecurities, selling us aspirational lifestyles and ‘solutions’ to our problems in the form of cute, in season, outfits.
It's now easier than ever to keep buying and returning clothes. From click to closet quicker than you can say crop top!
Something needs to shift.
I’d love to hear about any examples out there of campaigns or design interventions that are positively changing people’s habits around clothes consumption.
I’m Michelle. A multidisciplinary graphic designer passionate about creating positive change. Follow me on LinkedIn for more musings on design, creativity and inspiring action.