Sustainability & consumerism : is sustainability a trend?

Abstract

Sustainable fashion is a popular term, but still the fashion business has grown into the world’s second largest environmental polluter within only a couple of decades. The question rises then whether sustainability is a trend and whether is has any impact on modern society or not. The thesis will depart with a brief introduction to the history of trends, and a number of theories to the understanding of their origins and developments.Further, it will explain how trend forecasting came about, how it has changed over time and what its purpose and role in the Fashion Business are today.A key discussion will be whether sustainability could be conceptually misunderstood and faulty and whether the the responsibility lies with the producer or the consumer. This aims to create clearance on the paradox relation of the increased demand on sustainability and the global footprint.Two theories on the philosophy of sustainable development will be presented and supported with examples of designers that have translated them into reality.The inevitability of a complete paradigm shift and reinvention in the way we consume and value goods in the future will be discussed as possible answer for a sustainable change.