Behaviour change through fashion!?

Q: Does the making/ participation result in a behaviour change e.g. a closer product attachment?

Why am I trying to change behaviour with such a fast changing medium as fashion? In the bigger scale it has only a rather small impact reducing the resource depletion overall, when for example compared to the food industry. But fashion is a very important cultural and contemporary tool of communication, which is constantly present in our every day life. The entrance step is rather low, as it is constantly present. Hence, it offers a great way to start encouraging people towards a overall behaviour change.

Fashion is about ones own style, the way we want to be seen in the society. In a way it represents the individual and the image that is perceived by the collective. Fashion and clothing is a common way to show ones belonging or put a personal statement. Since a long time, clothing is no longer just a basic material human need for protection, it got assigned a far more important societal role. Through fashion people express themselves, which can create a great passion, even beyond ones behaviour in that particular field.

With the of approach of working with 'Half-way products' based on recycled materials, I imply the chance to give the user the role of an active participant within the design process. I m trying to tackle the issue of creating awareness onto the production of fashion items, as well as state the assumption that participation will change behaviour through a closer product attachment. As the user gets into the position of an active participant within the design process, they get tools and opportunities offered, through which they hopefully can really express oneself in a new way. Thus, a passion should be created, that will express in a closer attachment towards the created products, as they are representatives of ones own philosophy and image that is represented to the society. If a product or garment was finished according to the persons own values, I state that it will be considered as a part of the personal identification and so have a higher value then a solely purchased product, which can be 'anyones'. The story that was created during the production process will hopefully result in an attitude change towards the garment.