One clear example of this transition and change is the patterns of behaviour women show during pregnancy when styling themselves. After analysing the ways mothers-to-be interact with their wardrobes two key themes regularly emerge glamour and display (Gregson & Beale, 2004). When pregnant, many women choose to wear items of clothing that enhance their bumps – even if this is an area they would have previously sought to camouflage. Even so, the novelty of purchasing these maternity-specific items is often only endorsed for short-term uses like special occasions, rather than daily wear. After the postpartum period, maternity clothing is regularly seen to be passed on to other mothers-to-be – once again, reflecting the changes in our clothing and self-identity that occur simultaneously.
Despite its benefits, this seemingly interwoven relationship between what our wardrobes contain and our sense of identity is also proving problematic in today’s society. With almost-instant access to affordable fast-fashion, our desire to create the ‘perfect’ wardrobe are more prominent than ever (Petersson McIntyre, 2019). Our efforts to live more minimally and sustainably are easily overturned by the lure of weekly new-collections and the need to be perceived positively by others, with our value becoming increasingly equitable to the possession of materialistic objects (Crăciun, 2014)
But where does this leave us? Will we ever reach a harmony between achieving both wardrobe sustainability and satisfaction?
Well, one answer could lie in improving not only the physical durability of clothing items, but their emotional durability too. Emotional durability is a measure of the length of time an item remains relevant and attractive to its user. By designing products with the physical properties (i.e. appearance, functionality) as well as their emotional and symbolic values in mind, high-quality garments with great emotional appeal can be created (Burcikova, 2019). This encourages consumers to hold onto and care for their clothes, ultimately reducing the desire to aimlessly add new items to their collections.
If you’re now left wondering what your wardrobe could say about you, take our quiz to find out.