Augmenting sustainable fashion on Instagram. [Presentation]

Marcella-Hood, Madeleine

Abstract

Media discourse surrounding fashion and sustainability tends to be negative, emphasising the problems that exist across the various stages of the lifecycle of a garment. Although consumers are increasingly aware of at least some of the issues with fashion and the environment, research suggests that the scale and complexity of the problem causes them to feel detached and uncertain about how to adapt their own behaviour in response. The proposed paper positions Instagram as a digital media platform and virtual stage through which sustainable fashion is communicated and experienced through augmented fashion content. Instagram is recognised for its impact on visual culture, particularly within aesthetic sectors like fashion. Its significance has heightened further throughout the pandemic where the boundaries between online and offline have blurred in terms of what is "real". Recent research by the proposer reveals that users have begun engaging in more "serious" subjects and debates on Instagram, including political, social and environmental issues. This has brought about opportunities for new voices who are championing sustainable fashion in its variety of manifestations.

Citation

MARCELLA-HOOD, M. 2022. Augmenting sustainable fashion on Instagram. Presented at the International conference on augmented fashion, 16-18 November 2022, Aberdeen, UK.

• Presentation Conference Type: Presentation / Talk
• Conference Name: International conference on augmented fashion
• Start Date: Nov 16, 2022
• End Date: Nov 18, 2022
• Deposit Date: Sep 12, 2024
• Publicly Available Date: Jan 27, 2025
• Peer Reviewed: Peer Reviewed
• Keywords: Fashion; Sustainability; Instagram
• Public URL: https://rgu-repository.worktribe.com/output/2474945