Consuming fashion: Planning long life cycle of continuing products

Today, the fashion industry faces sociocultural pressures from stakeholders to reduce ecological impacts and adopt sustainable innovation. This shift responds to the traditional consumption model, emphasizing the need for environmentally friendly practices and open ecosystems. It challenges the constant turnover of brand collections fueled by fleeting social media trends such as those seen on platforms such as TikTok or Instagram. By delving into these patterns where clothing swiftly circulates among consumer wardrobes, it scrutinizes and challenges the deeply ingrained culture of overconsumption. This article investigates the potential of design-driven initiatives to catalyze innovations capable of disrupting prevailing consumption patterns. Building upon a previous study conducted by the authors (D’Itria & Colombi, 2023), it further examines the dynamics of innovation within the fashion industry and the evolving roles of designers in addressing the issue of consumed fashion. Consumed fashion uses strategies to prevent disposal through intentional design across creation, production, and distribution. It emphasizes long product lifecycles and the design-for-longevity approach, focusing on improving rather than replacing items. This scenario shift promotes sustainability and reduces waste by extending the lifespan of fashion items. With this perspective, the article encourages reflection on consumption practices and the interrelation between design and consumption, fostering a more responsible and sustainable fashion industry.