Only Normal.

Boosting sustainability to become ingrained within the fashion industry as an underlying practice.

 

Sustainability in fashion is such a complex and multi faceted endeavour that is still being explored, let alone fully understood. The purpose of this research is to clearly identify the current complexities within the study of sustainability in fashion, with the aim of simplifying them in order to become more accessible and attractive to designers running a Small to Medium sized enterprise (SME). Within the fashion industry at large, sustainability is portrayed as a clearly differentiated segment that has so far been sold as a special value driver for fashion businesses.

 

As we further understand the evidently dire need for change within the industry, it is extremely crucial to start mobilising the shift of sustainability in fashion from the niche market it currently lies in, to a more mainstream norm within the industry, in a systemic and practical manner. The industry is at the stage were we can longer simply accept sustainability as an added value for business, but rather it needs to be an integral value. This research aims in creating a systemic methodology for SME designers in order for them to create their own unique sustainable definition within the fashion industry, providing a range of tools and applications to allow for their definition to be realised to its optimum ability.  The outcome of the research is based on my own definition as a case study for the methodology.