Consumption in a society of late modernity helps to form our social and personal identities as well
as differentiate ourselves from others. Among all of the institutions of contemporary consumerism,
fashion is the most important because through it we seek experiences which we fantasize and daydream
about. Despite facing enormous ecological and social challenges, fast fashion effectively satisfies
the desire of consumers to buy new goods more efficiently. As an attempt to make the fashion
industry more in line with ecological and social responsibility sustainable fashion is being implemented.
Based on theoretical and empirical data, this master's thesis answers questions about what
prevents the fashion industry from being more sustainable, which strategies of sustainable fashion
have the potential to substitute fast fashion, and how much are fashion consumers reflective in their
purchases. An analysis of a focus group with seven young adult participants and three half-structured
in-depth interviews with sustainable fashion representatives, shows us that as consumers, we
are at some level already reflective in our shopping habits, and that young adults are more inclined
to participate in sustainable fashion practices. The participants expressed their desire for more useful
solutions for sustainable fashion. Even though practices of sustainable fashion can be an effective
solution on a personal level, successfully closing the loop in fashion production would need to
follow a circular economy model on a collective level. The aim of this thesis is to outline the trends
in the sustainable fashion industry, and to suggest how fashion could become more sustainable in
the future.
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