Dressing Our way to Extinction: A visual approach to accelerating sustainable consumption.

The proposal objective is to understand contemporary consumer behaviour by researching wardrobe theories and the extended self in a digital age (Belk, 2013; Wilson, 2003). To better understand the social and environmental impact by addressing concerns with overconsumption and production. This PhD aims to identify best practices towards transformative consumer research and sustainable consumption and production through theoretical advances concerning current consumption habits. Accordingly, it is time to change the tide through a collaborative multi-actor effort from stakeholders, academics, policymakers, institutions, and consumers to reinvent the meaning of consumption commodities and explore other practices and enduring forms of relationship with clothes as new alternatives.
Concurrently, there is an urgent need to redress the current fashion system by addressing the need for institutional change (Fletcher, 2007; Ertekin et al., 2020; McRobbie, 1997). It is imperative to understand the impact within the theoretical framework of agency logic. The time to roll up our sleeves through the 'spirit of solidarity' is now upon us (Bauman, 2013). The fast fashion industry's impact on the climate crisis is catastrophic (UN Climate Action). This is why this proposed research focuses on the feminisation of fashion, and consumption ethics to contribute to knowledge exchange and social innovation.