(the survey is sent out to participants only after they submit their work)
Results so far have confirmed my initial hypothesis that most people – specifically young consumers – have certain preconceived ideas of what ethical and sustainable fashion looks like (mostly plain, boring clothes…).
This intervention has been a good way to show that ethical fashion can also be fun, playful, colourful, and loud, and even an interesting source of inspiration, with actual human beings behind the brand.
A participant mentioned taking ‘a more rational approach to shopping,’ which I thought was a very interesting point to make. At the end of the day, a fashion brand is a business trying to sell a product – I think, however, along with the product, consumers should be able to get something else in return. A more fulfilling experience, an interaction, an exchange, even an opportunity to create their own content in response to and inspired by the brand’s vision/aesthetic. I will be exploring this further, as I receive more responses.