Conscious Fashion Culture: Rethinking consumption in contemporary fashion

The article critically examines the evolving dynamics of fashion consumption within the context of societal, cultural, and technological transformations. It explores the multifaceted concept of consumption, encompassing its transformative, symbolic, and destructive dimensions, particularly as they manifest in the fashion industry. By highlighting the interplay between digital innovation, sustainability, and shifting consumer values, the article underscores the growing tension between the rapid production-consumption cycle of fast fashion and the increasing demand for ethical and sustainable practices. Theoretical frameworks are employed to dissect the dual roles of fashion as both a material good and a cultural artefact, demonstrating how these roles shape consumer identities and behaviours. The study also investigates the impact of digital technologies in creating immersive, personalised fashion experiences while fostering collaborative consumption models such as resale, rental, and peer-to-peer exchanges. Ultimately, the article advocates for a reimagined approach to fashion consumption that integrates resource efficiency, circularity, and cultural engagement, offering a pathway toward a more sustainable and equitable fashion ecosystem.