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.
In order to transcend shame and to take action in the realm of sustainability, we need support and a collective vision. We know from other domains of shame, for example that of the recovering alcoholic, that the sharing of experiences of shame plays an important part in moving on. Yet shame is often lonely in fashion, as the industry is constituted of strong individuals instead of a cohesive collective. The culture of fashion is not always one that promotes an easy sharing of doubt, fear or inadequacy. Without easily negotiable paths to address them, environmental degradation, child labour and over-consumption risk remaining uncomfortable areas to venture into.