Magdalena Petersson McIntyre
Anna Hedtjärn Wester
|Publicerad i||Global fashion conference 2016|
Gothenburg Research Institute (GRI)
Centrum för konsumtionsvetenskap (CFK)
Sustainable fashion is a challenge. Fashion is usually defined in terms of change and novelty, while sustainability inv olves re - use and continuation. Many initiatives for making fashion sustainable focus on finding ways of keeping the logic of fashion, that is change, while avoiding to burden the environment with unsustainable production methods. In this paper we examine the relationship between fashion and sustainability by analyzing how Swedish consumers handle this paradox. The paper builds on a wardrobe study with 34 consumption diaries and wardrobe inventories collected by the County Museum of Sörmland who invited people who were interested in documenting all the clothes and shoes purchased during a period of three months during 2014. The paper discusses how the study was carried out, as well as the different ways in which the writers of the di aries related to questions of shopping, fashion, sustainability and change.