While messages of disaster might grab readers’ attention, they come with the same problem as technical and scientific writing. Both communicate through environmentalism, not creation. Sustainable fashion is perpetually presented differently from what is considered ‘normal’ fashion, so much even, that it has come to represent its opposite. It’s as if there are only two camps – either you write about hemp and trees and farmers, or you write about silk and champagne and popstars.
For most of us, our closets are home to sentimental garments with a story to tell alongside clothes we tend to forget. Wardrobes reveal the complex and often contradicting perceptions that dictate how we emotionally prioritise our clothing.