Inside Issue 1.2: Eco-fashion goes business?

Professional women’s thoughts about sustainable clothing: Eco-fashion goes business?
Keywords
sustainable consumption, sustainable clothing, German eco-fashion-perception, professional women, eco-fashion

Abstract
This article discusses the significant role of sustainable consumption in postmodern societies and the apparent ‘sustainable fashion gap’ in the priorities of consumers who are interested in sustainable issues in Germany. Drawing on the opinions of female academic employees from universities and managers from the private sector, this article will outline why consumers in Germany do not award sustainable clothing the same status as products in use in daily life in terms of sustainability. In the academic debate a negative image of eco-clothing, which developed in the 1970s, is considered to be responsible for such situation. The previous eco-clothing won a reputation by consumers as unfashionable and an ‘eco-frumpy-look’ and influenced its acceptance negatively. In spite of ecological textile innovations and the expansion of clothing ranges, consumption of sustainable clothing has not generally improved in recent decades. The survey fleshes out that the current low acceptance of sustainable fashion is not due to a supposedly negative image of ecological fashion but because of structural problems within the production and consumption processes as well as an inadequate product range which does not take gender constructs into account. The old clichés of eco-clothing no longer apply, but there are new problems relevant to the production and consumption of sustainable clothing. The article discusses furthermore the representation of sustainable clothing in the catalogues and fashion magazines of sustainable producers.

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About Marco Pedroni

Ph.D. in Sociology and social research methodology. I am a Researcher in the Sociology of Culture at the Università e-Campus (Italy), Faculty of Psychology. I got the National Scientific Qualification as Associate Professor (disciplinary area: Sociology of culture and communication). Formerly I was a Research Fellow and an Adjunct Professor of Sociology of Culture at the University of Bergamo, an Adjunct Professor of Communication Theory and Sociology at the Politecnico of Milan, and a Post-doctoral Research Fellow in the Sociology of Culture at the Università Cattolica of Milan, where I am a collaborator of the Centre for the Study of Fashion and Cultural Production (ModaCult). I am currently working on the role of identity and storytelling in the social media, on the themes of sharing and the collaborative economy, and on the cultural industries such as fashion and gambling. I've taught as a Guest Lecturer for several courses and institutions, including the London College of Fashion, the Milano Fashion Institute, the Marangoni Institute, the Universidad of Sevilla, the Izmir University of Economics, and the Winchester School of Art. I am the Editorial Assistant of the International Journal of Fashion Studies published by Intellect Books. I am the author of Coolhunting (2010) and a co-editor of Moda e arte (Fashion and Art, 2012). My most recent book is From Production to Consumption: The Cultural Industry of Fashion (Interdisciplinary, 2013). The full list of my scientific articles is available on my Academia.edu profile.

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