Counter-narratives Towards Sustainability in Fashion. Scoping an Academic Discourse on Fashion Activism through a Case Study on the Centre for Sustainable Fashion

Abstract

To counter the mainstream fashion system, which is proving unsustainable in terms of autonomous livelihoods, cultural heritage, social equality, and environmental stewardship, some designers are playing an activist role, challenging the status quo and activating positive change. With this in mind, we have embarked on an on-going research project aimed at exploring ways in which design activism can create counter-narratives towards sustainability in fashion. This paper explores these ideas through a case study focused on the Centre for Sustainable Fashion (CSF). Through semi-structured interviews and a co-creation workshop, we mapped out examples of work undertaken by CSF members, and elicited their contribution to building a transformed fashion system. Hence, in this paper we articulate the diversity of roles, values, skills, and methods that fashion activists can adopt, as well as some of the challenges and opportunities for designers and researchers in transforming the fashion system towards sustainability.