The fashion industry’s environmental impact is huge, and overproduction is a major culprit.
What if You Could Truly Design Your Wardrobe?
Think about it: how often have you wandered through a store, looking for that perfect piece of clothing, only to feel like nothing really speaks to you? Maybe a dress is too long, or a jacket with those awkward extra pockets. It’s frustrating when you can’t find something that truly feels like “you.” Yet, the stores are always packed with racks full of clothes. You see endless sales, with items discounted, almost begging to be bought.
So, while you’re searching for something unique, the fashion industry is piling up garments that no one really wants. Personalised tailoring might seem like a solution. Nike, for instance, allow customers to edit shoes by changing colours and adding texts, but this approach wouldn’t address the overstocking issue in fashion retail.
According to study, 134 million tons of textile waste per year is expected to be produced by the end of 2030. The cycle of overproduction not only leads to waste, but also devalues the clothes themselves, turning fashion into a throwaway commodity.
Behind Your Shirt
You might wonder, why don’t designers create garments that people actually will wear to avoid this unnecessary production? Fashion Psychology research suggests that designers follow a top-down approach. It means designers—not consumers—control what clothes hit the market.
They study trends, attend fashion shows, and look to high-end collections for inspiration. At the end consumers think they’re making choices, when really, they’re picking from a limited range set by designers and retailers. Designers often base collections on trends. But here’s the catch: you don’t always want what’s trendy, right? Sometimes, you just want something that looks good on you.
What Could the Future Look Like?
This is where the concept of User-centered design (UCD) comes in. It is a popular approach where end-users play a pivotal role in shaping the design of the product. While traditionally associated with technological products, UCD principles are equally relevant in addressing everyday needs, such as clothing. Now, applying this concept to fashion, imagine a world where creating your style could go beyond just choosing from the racks. By actively participating in design process, you could shape what those racks will hold.
Picture an app. You enter it, you scroll through designer collections, each piece sparking excitement or indifference. With a simple swipe to the right, you express your approval for a dress that captures your imagination; a swipe to the left dismisses those styles that just don’t resonate allowing you to leave a comment on what detail you didn’t like. Instead of waiting for designers to guess what will sell, you can provide feedback before anything is even produced. Designers can then adjust their collections based on consumer preferences—reducing waste and minimizing overstocking. This simple interaction between shoppers and designers could revolutionize how fashion works.
And the best part? Would knowing that a shirt was made from eco-friendly materials influence your choice? Research shows that subtle nudges can push consumers toward more sustainable fashion choices without overwhelming them. By giving us details about the environmental impact of a garment—such as its carbon footprint or the sustainability of its fabric—the app could help us make more eco-conscious choices, gently encouraging us to consider the planet while we shop. With this application, the top-down process of fashion could shift to a more collaborative one.
Ready to Take Control?
This app with the “swiping for sustainability” idea can have a potential to redefine fashion communication by building meaningful dialogue between designers and consumers. But this is just one possibility. There could be many other innovative solutions to help us shop smarter.
So why settle for what’s decided for us when we could design the wardrobe of our dreams? It’s not just about expressing your personal style—it’s about making choices that support a healthier environment.
Your Style, Your Choice, Our Planet! Does it sound like the future to you?
