research project on fashion industry

Fashion Research Paper Topics: History, Consumer Behavior and Industry Trends

Table of contents

• 1 How to Choose a Research Paper Topic On Fashion
• 2.1 Fast Fashion Research Questions
• 2.2 Sustainable Fashion Topics To Write About
• 2.3 Ethical Fashion Essay Topics
• 2.4 Topics about Fashion Designers
• 2.5 Fashion Brands 
• 2.6 Business of Fashion
• 2.7 History of Fashion Topics to Research

Fashion is a dynamic and ever-evolving field, blending creativity, culture, and commerce uniquely and captivating. It is an expression of personal style and a mirror reflecting societal changes, technological advancements, and varying aesthetic preferences across different eras and regions. Delving into fashion research opens a world of exploration, from the dazzling allure of high fashion and iconic designers to the critical issues of sustainability and ethical production practices.

This paper aims to provide a comprehensive list of fashion research topics, encompassing this complex industry’s diverse and vibrant aspects. It also covers a wide range of subjects, from the impact of cultural shifts on fashion trends to the evolving landscape of fashion marketing and retail. These topics offer a rich terrain for in-depth study and analysis.

How to Choose a Research Paper Topic On Fashion

Choosing the right research topics about fashion is a critical step that sets the tone for your entire study. It’s a delicate balance of aligning personal interest with academic value.

• Start by pinpointing your area of passion within the broad spectrum of fashion. It could be anything from the intricacies of design and the rich tapestry of fashion history, to the pressing issues of ethics and the evolving dynamics of the fashion business of fashion articles.
• Next, immerse yourself in current trends and pressing issues within the fashion world to carve out a unique and relevant angle for your research.
• Availability of resources and existing literature is paramount. Ensure sufficient material and data are available to underpin your study with credible information.
• Selecting a topic for a fast fashion argumentative essay that resonates with current discussions and contributes a fresh perspective or addresses market research in fashion is advantageous.
• Striking the right balance between specificity and breadth is key; your topic should be focused enough to provide clear direction for your study, yet broad enough to encompass comprehensive exploration and analysis.

This approach guarantees a more manageable research process and enhances the potential for meaningful and engaging contributions to the field of fashion studies.

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List of Research Topics On Fashion

Dive into the fascinating world of fashion with these compelling research topics. Covering everything from the glitz of designer brands to the pressing issues of sustainability, each topic offers a unique perspective on the multifaceted fashion industry.

Fast Fashion Research Questions

• Environmental Impact of Fast Fashion. Investigating the ecological footprint of rapid production cycles in the fashion industry.
• Consumer Perception and Fast Fashion. Understanding how consumer attitudes towards sustainability affect fast fashion.
• Economic Viability of Fast Fashion Models. Analyzing the long-term economic sustainability of the fast fashion business model.
• Social Implications of Fast Fashion. Examining the social consequences, including labor practices, of fast fashion.
• Innovative Solutions to Fast Fashion Problems. Exploring new technologies and business models to mitigate fast fashion issues.
• Globalization and Fast Fashion. Assessing the impact of globalization on the spread and practices of fast fashion.
• Fast Fashion and Waste Management. Investigating waste generation and management in the fast fashion cycle.
• Consumer Behavior in Fast Fashion. Analyzing how consumer buying patterns contribute to fast fashion.
• Marketing Strategies in Fast Fashion. Understanding the role of marketing in promoting fast fashion trends.
• Ethical Challenges in Fast Fashion. Examining the ethical dilemmas posed by fast fashion.
• Fast Fashion and Cultural Appropriation. Investigating instances and impacts of cultural appropriation in fast fashion.
• The Role of Media in Fast Fashion. Exploring how the media influences the fast fashion industry and consumer choices.
• Fast Fashion and Its Impact on Traditional Retail. Analyzing how fast fashion is affecting traditional retail models.
• Sustainability Initiatives in Fast Fashion. Examining efforts by fast fashion brands to become more sustainable.
• Future Trends in Fast Fashion. Predicting future developments and changes in the fast fashion industry.

Sustainable Fashion Topics To Write About

• Sustainable Materials in Fashion. Exploring eco-friendly materials used in sustainable fashion.
• The Lifecycle of Sustainable Fashion Products. Understanding the production, use, and disposal of sustainable fashion items.
• Consumer Awareness of Sustainable Fashion. Assessing how consumer knowledge impacts sustainable fashion choices.
• Challenges to Sustainable Fashion Manufacturing. Investigating barriers to adopting sustainable practices in fashion production.
• Innovations in Sustainable Fashion Technology. Examining technological advancements in creating sustainable fashion.
• Sustainable Fashion and Global Supply Chains. Analyzing the role of global supply chains sustainably.
• Marketing of Sustainable Fashion Brands. Strategies for marketing sustainable fashion to a wider audience.
• Economic Aspects of Sustainable Fashion. Understanding the economic implications and viability of sustainable fashion.
• Policy and Regulation in Sustainable Fashion. Examining the role of policy in promoting sustainable fashion practices.
• Social Responsibility in Sustainable Fashion. Exploring the social impact of sustainable fashion on communities and workers.
• Sustainable Fashion and Consumer Behavior. Investigating how sustainable fashion influences consumer buying habits.
• The Role of Designers in Sustainable Fashion. Examining how designers can drive sustainability in fashion.
• Upcycling and Recycling in Fashion. Exploring the role of upcycling and recycling in sustainable fashion.
• Sustainable Fashion and Cultural Shifts. Assessing how cultural changes are affecting sustainable fashion trends.
• Case Studies of Successful Sustainable Fashion Brands. Analyzing successful examples of sustainable fashion brands.

Ethical Fashion Essay Topics

• Defining Ethical Fashion Topics. Understanding what constitutes ethical practices in the fashion industry.
• Transparency in Fashion Supply Chains. Examining the importance of transparency for ethical fashion.
• Consumer Role in Promoting Ethical Fashion. Exploring how consumers can influence ethical practices in fashion.
• Ethical Fashion and Labor Rights. Investigating the intersection of fashion production and labor rights.
• The Impact of Ethical Fashion on the Environment. Assessing the environmental benefits of ethical fashion practices.
• Challenges in Implementing Ethical Fashion. Understanding the obstacles to adopting ethical practices in fashion.
• Ethical Fashion and Cultural Sensitivity. Examining the importance of cultural sensitivity in an ethical fashion.
• The Business Case for Ethical Fashion. Analyzing the economic benefits of adopting ethical practices in fashion.
• Ethical Fashion and Consumer Trust. Investigating how ethical practices influence consumer trust in brands.
• Innovations in Ethical Fashion. Exploring new developments and practices in an ethical fashion.
• Ethical Fashion and Globalization. Assessing the impact of globalization on ethical fashion practices.
• Marketing Strategies for Ethical Fashion. Understanding how to market ethical fashion effectively.
• The Role of Governments in Ethical Fashion. Examining the role of policy and regulation in promoting ethical fashion.
• Ethical Fashion and Social Media Influence. Exploring the impact of social media on ethical fashion trends.
• Case Studies of Ethical Fashion Initiatives. Analyzing successful examples of ethical fashion initiatives.

Topics about Fashion Designers

• Influence of Iconic Fashion Designers. Exploring how legendary designers have shaped fashion trends.
• Biographies of Renowned Fashion Designers. Investigating the life stories and career paths of famous designers.
• Emerging Fashion Designers and Industry Impact. Examining the influence of emerging designers on the fashion industry.
• Fashion Designers and Brand Identity. Analyzing how designers shape and define brand identities.
• Collaborations between Fashion Designers and Brands. Exploring successful collaborations and their outcomes.
• Fashion Designers and Cultural Influences. Investigating how cultural backgrounds influence designers’ work.
• Sustainability Focus of Fashion Designers. Examining designers’ approaches to sustainable fashion.
• Fashion Designers and Technology Integration. Analyzing how designers are incorporating technology into fashion.
• Fashion Designers and Political Statements. Exploring how designers use fashion to make political statements.
• Innovations by Fashion Designers. Investigating groundbreaking innovations introduced by fashion designers.
• Fashion Designers and Celebrity Influence. Assessing the impact of celebrity endorsements on designers’ work.
• Design Philosophy and Techniques of Fashion Designers. Examining the unique design philosophies and techniques of designers.
• Fashion Designers and Global Trends. Analyzing how designers respond to and shape global fashion trends.
• Fashion Designers and Ethical Practices. Investigating how designers are incorporating ethical practices into their work.
• Fashion Designers’ Role in Fashion Education. Exploring the involvement of designers in fashion education and mentorship.

Fashion Brands 

• History and Evolution of Major Fashion Brands. Tracing the development and growth of leading fashion brands.
• Branding Strategies in Fashion. Analyzing effective branding strategies used by fashion companies.
• Consumer Perception of Fashion Brands. Understanding how consumers view and interact with different fashion brands.
• Luxury Fashion Brands and Market Positioning. Investigating the strategies of luxury brands in the fashion market.
• Sustainability Initiatives of Fashion Brands. Examining how brands are incorporating sustainability into their operations.
• Fashion Brands and Global Expansion. Analyzing how brands are expanding and adapting to global markets.
• Collaborations between Fashion Brands and Designers. Exploring the impact of collaborative projects.
• Fashion Brands and Technology Integration. Investigating how brands are utilizing technology in fashion design and retail.
• Marketing and Advertising Strategies of Fashion Brands. Analyzing the marketing approaches of successful fashion brands.
• Fashion Brands and Consumer Engagement. Understanding how brands engage with their customers.
• Fashion Brands and Social Responsibility. Examining the social and ethical responsibilities of fashion brands.
• Innovations in Fashion Branding. Exploring innovative branding techniques in the fashion industry.
• Fashion Brands and Cultural Impact. Assessing the cultural influence of prominent fashion brands.
• Challenges Facing Fashion Brands Today. Investigating current challenges and how brands are addressing them.
• Case Studies of Successful Fashion Brand Revivals. Analyzing how struggling brands successfully reinvented themselves.

Business of Fashion

• Globalization and Its Impact on Fashion Business. Examining how globalization has transformed the fashion industry.
• Fashion Retailing Strategies. Analyzing effective retailing strategies in the fashion industry.
• Fashion E-Commerce Trends and Challenges. Investigating the rise of online fashion retailing and associated challenges.
• Business Models in the Fashion Industry . Exploring different business models and their effectiveness in fashion.
• Marketing and Promotion in Fashion. Analyzing marketing techniques and promotional strategies in fashion.
• Fashion Industry Supply Chain Management. Examining supply chain dynamics in the fashion industry.
• Fashion Brand Management and Development. Investigating strategies for managing and developing fashion brands.
• Consumer Behavior Analysis in Fashion. Understanding consumer purchasing patterns and preferences in fashion.
• Fashion Business and Sustainability. Analyzing the integration of sustainable practices in fashion business operations.
• Innovations in Fashion Business Models. Exploring innovative approaches to fashion business and retail.
• Fashion Industry Economic Analysis. Examining the economic aspects and impacts of the fashion industry.
• Fashion Business and Global Market Trends. Assessing global market trends and their influence on fashion businesses.
• Fashion Startups and Entrepreneurship. Investigating the rise and challenges of fashion startups.
• Fashion Business Ethics and Social Responsibility. Examining ethical considerations and social responsibilities in the fashion business.
• Case Studies of Successful Fashion Business Strategies. Analyzing successful strategies implemented by fashion businesses.

History of Fashion Topics to Research

• The Evolution of Fashion from Ancient Civilizations. Exploring fashion trends and their significance in ancient societies like Egypt, Greece, and Rome.
• Medieval Fashion and Social Hierarchies. Analyzing how fashion in the medieval era reflected societal structures and class distinctions.
• Renaissance Fashion and Artistic Influence. Investigating the influence of Renaissance art and culture on fashion trends of the era.
• 17th Century Baroque Fashion. Examining the opulence and extravagance of Baroque fashion and its reflection on the socio-political climate.
• 18th Century Rococo Style and Femininity. Discussing the Rococo style’s emphasis on ornamentation and its impact on the perception of femininity.
• Fashion During the Industrial Revolution. Understanding how technological advancements in the 19th century transformed the fashion industry.
• The Birth of Haute Couture in the 19th Century. Tracing the origins of haute couture and its founding designers like Charles Frederick Worth.
• Fashion in the Victorian Era. Exploring the fashion trends and social norms that characterized the Victorian period.
• The Roaring Twenties and Flapper Fashion. Delving into the revolutionary changes in women’s fashion during the 1920s.
• Fashion During World War II. Investigating how wartime restrictions influenced fashion, introducing utility clothing and fabric rationing.
• The Post-War Fashion Boom and the New Look. Analyzing the impact of Dior’s New Look in shaping post-WWII fashion.
• Swinging Sixties and Youth Culture. Examining how 1960s fashion was influenced by and influenced youth culture and social movements.
• Punk Fashion and Subculture in the 1970s. Exploring the emergence of punk fashion and its challenge to mainstream norms.
• The Influence of Pop and Celebrity Culture on 1980s Fashion. Discuss how pop culture icons and music influenced 1980s fashion trends.
• Fashion in the Digital Age. Understanding how the advent of the internet and digital media in the late 20th and early 21st centuries has transformed fashion consumption and trends.

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• Open access
• Published: 19 January 2024

Predicting sustainable fashion consumption intentions and practices

• Yingxiu Hong 1 , 2 ,
• Abdullah Al Mamun 3 ,
• Qing Yang 3 &
• Mohammad Masukujjaman 4  

Scientific Reports volume  14 , Article number:  1706 ( 2024 ) Cite this article

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• Environmental social sciences
• Human behaviour

The fashion industry has a significant impact on the environment, and sustainable fashion consumption (SFC) has become a pressing concern. This study aimed to investigate the factors influencing sustainable fashion consumption behavior (SCB) among Chinese adults, specifically the role of values, attitudes, and norms in shaping such behavior, using the value-belief-norm framework. The study used an online cross-sectional survey design to collect data from 350 participants recruited through a convenience sampling method using social media platforms and email invitations, and the obtained data were analyzed using partial least squares structural equation modelling. The results of the study showed that biospheric (BV), altruistic (AV), and egoistic (EV) values significantly influenced the New ecological paradigm (EP), which, in turn, positively affected awareness of consequences (AC). Personal norms (PN) were positively influenced by EP, AC, and ascription of responsibility (AR). Social norms (SN) and trust in recycling (TR) were also found to positively influence sustainable fashion consumption intentions (SCI). Finally, the study found that SCI and TR were significant predictors of SCB, whereas the moderating effect of TR not statistically significant. The study’s originality lies in its comprehensive investigation of the interplay between various factors (particularly using norms in two facets; PN and SN) in shaping SCB, using a structural equation modeling approach, and exploring the moderating effect of TR. The findings of this study suggest that interventions aimed at promoting SFC should focus on fostering values and beliefs that prioritize the environment, encouraging individuals to take responsibility for their actions, creating an environment in which SFC is normalized, and increasing TR.

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Environmentally sustainable fashion and conspicuous behavior

Modeling the intention and donation of second-hand clothing in the context of an emerging economy

The environmental price of fast fashion

Introduction.

The issue of global environmental pollution is exacerbated by unsustainable consumer practices, such as the excessive or one-time acquisition of clothing items 1 . China, the world's largest textile manufacturing nation, grapples with textile and garment production waste exceeding 100 million tons 2 and an annual disposal of roughly 26 million tons of used clothing, projected to rise to around 50 million tons by 2030, with a recycling rate of less than 1% 3 . In response to these challenges, China, along with other countries, has committed to achieving "net-zero carbon emissions" by 2050 4 , which necessitates collaboration between the fashion industry and the general public. One of the key strategies in this context is the adoption of second-hand consumption 5 . Reintroducing pre-owned items extends product lifecycles, curbing the need for new items, conserving energy and resources, and significantly reducing the environmental impact tied to consumer behavior, emphasizing the crucial role of sustainable consumption 6 .

Despite certain advancements in the industry, it is noteworthy that China's volume of second-hand goods transactions amounted to just over half of that seen in the United States 1 , 7 . Similarly, the second-hand clothing-sharing market in China is still in an exploratory stage compared to the European market 1 . Given China's influence on traditional social hierarchy thinking, Chinese individuals tend to prioritize identity and status, which may lead to more rigid perspectives on second-hand items 8 . Chinese people often tend to be conservative, placing a premium on privacy, and may display some reluctance towards items from unfamiliar sources 1 . Nevertheless, with the global consensus on sustainable development, the sharing economy has gained increasing prominence among Chinese youth 9 . Simultaneously, government initiatives and state influence have promoted sustainable consumption across different segments of society 10 , potentially leading to a shift in the attitudes of consumers with rigid views on second-hand product sharing and trading. With its vast population and status as the world's largest clothing consumer, it underscores the untapped opportunities within China's second-hand clothing market and its potential for sustained expansion 11 . Therefore, platforms must evaluate present consumer considerations and identify the factors influencing consumption, enabling them to align with the right developmental trajectory.

Previous research has examined how mainstream consumers feel about and choose sustainable fashions. Environmental concerns and social norms (SN) are the main reasons why people buy sustainable fashion 12 , 13 , 14 . Conversely, recent research indicates an increased environmental consciousness among individuals, leading to a greater inclination to purchase eco-friendly products, including fast fashion items 15 , second-hand apparel 5 , reduced clothing consumption, and clothing recycling practices 16 . Other studies 17 , 18 have found that some eco-conscious consumers prefer to buy sustainable fashion by purchasing eco-friendly brands or buying used clothing, and recycling, reusing, renting, or swapping clothing. Despite a link between people’s causes and ways of throwing away clothes, practitioners and policymakers know that expectations and reality are not the same regarding the use and disposal of fashion products 19 . Hur 20 states that the majority of individuals are unaware of what happens to donated used apparel when it has reached the end of its useful life. Therefore, little attention has been paid to encouraging sustainable fashion consumption (SFC) through policy interventions or learning about how consumers reuse second-hand clothing. Thus, it is becoming increasingly important to understand what makes people want to buy sustainable fashion, and how they feel about reusing second-hand clothes.

Various theoretical frameworks have been used to determine sustainable behavior. Researchers have employed the Theory of Planned Behavior (TPB) and the Norm Activation Model (NAM) theories in various research contexts, as demonstrated in previous studies 21 , 22 . In recent years, an increasing number of researchers have utilized value-belief-norm (VBN) theory to predict environment-friendly behavior, and have validated its efficacy in different settings, such as recycling 23 , energy conservation 24 , and public support for green policies 25 . Other scholars have proposed extended versions of these theoretical frameworks by integrating key constructs from the TPB, VBN, and NAM into better models 22 , 26 . Yeap et al. 27 studied the second-hand cloth purchase intention in Malaysia in the perspective of the customer-to-customer (C2C) online platform based on the Integrative Model of Behavioural Prediction. Lang and Armstrong 28 focused on examining the adoption of cloth renting and swapping among female consumers, thereby allowing space for a broader understanding applicable to both male and female consumers overall. Recently, Zhang et al. 29 utilized TAM and TPB as an integrated model to evaluate cloth disposal behavior in China. However, although Zahid et al. 30 investigated second-hand cloth purchasing behavior in the Chinese context, they failed to establish any theoretical basis to guide readers. However, the use of VBN in second-hand clothing is limited. Gomes et al. 31 recently used VBN theory in a comparative study between Brazil and the Netherlands, yet stressed its value and ignored the original model to a great extent. The VBN theory provides a distinct benefit when utilizing SFC by examining green behavior from the perspective of various essential components that are strongly linked to environmentalism, including values and ecological worldviews. The VBN theory addresses individuals' pro-social incentives by integrating rational-choice models that contain self-interest motivations related to environmentally friendly behavioral intents in various contexts 32 . Thus, the application of VBN with a couple of new variables may extend the understanding of the reuse behavior of second-hand clothing.

Although the TPB, VBN, and NAM theories have been used to measure environmental behavior in several studies, most have focused on single behaviors, such as recycling, household energy use, and green consumption, rather than multidimensional measures of environmental behavior. To the best of our knowledge, few studies have combined intentions and behaviors 33 . Davies and Gutsche 34 suggested that little research has been conducted on how people actually buy things, which makes people wonder how much is known about green consumption practices. Therefore, there is a pressing need for a deeper understanding of the reasons and processes behind distinct consumer behaviors. Consumers often experience psychological deflation that leads them to shop recreationally to relieve boredom or stress, creating a psychological imbalance between their sustainability worries and buying sustainable fashion 35 . Sustainable fashion consumption behavior (SCB) is further hindered by the need to express a certain social identity 36 and the absence of convenient and sustainable clothing options. Fast fashion is more readily available to customers than environmentally conscious apparel options that require more effort and time to track. Trust is also a significant factor in the transition from intention to behavior 37 , as hindering factors can prevent consumers from acting according to their initial intentions 38 . To narrow the gap between intention and behavior regarding second-hand clothing sharing, researchers should include trust issues as a moderating factor.

While many studies have been conducted on SFC in industrialized countries such as the US, Europe, and Asia, there is a noticeable lack of research on SFC in Asian countries 13 , 14 , 39 . In their comparative study, Su et al. 14 conducted research in both the USA and China, utilizing the VBN framework and integrating constructs like apparel sustainability knowledge, consumer value, attitude, and willingness to purchase. Vehmas et al. 39 interviewed Finnish consumers about their perceptions and attitudes towards circular clothing and the communication and marketing channels of second-hand clothing without using any behavioral frameworks. Similarly, Baier et al. 13 sought answers about the drivers of pre- and post-purchase behavior in the German apparel and sports industry, using the segmented Kano method while excluding behavioral models. While studies such as Wang et al. 40 and Zhang et al. 29 addressed the issues of SFC from Chinese perspectives, the former analyzed the motivations and barriers to consumers' purchase of second-hand clothes, along with their perceived problems with this industry, without concentrating on adoption issues. In contrast, the latter study focused on another aspect of SFC, specifically cloth disposal behavior, with no indication regarding the adoption of second-hand cloth from customer perspectives. This is a significant gap, as SFC has become increasingly popular among consumers in these markets 41 especially the second-hand clothes because of their preference for fashion options with lower environmental and social impacts. However, sustainable consumerism in developing countries may be affected by a variety of cultural and economic factors, including, but not limited to, varied ethical ideals in relation to environmentally friendly fashion and lower income levels 14 . Studies have shown that sustainability knowledge and consumer preferences differ across countries, highlighting the importance of understanding cultural and economic differences 42 . Therefore, it is crucial to investigate sustainable fashion consumption exclusively on the Chinese setting to gain insight into consumers’ perspectives on the reuse of second-hand clothing.

To fill these knowledge gaps, current study created a theoretical model that analyzes the factors influencing shoppers’ decisions to buy second-hand clothing in China. The VBN variables were used in these models, and SN and trust were included. The primary goals of this research are to test whether the proposed framework, which incorporates social norms and trust, has higher predictive power than the original VBN models; find the most influential constructs for discussing intention and behavior; and assess whether VBN factors greatly impact people’s ecological behavior in the setting of second-hand clothes. This research contributes to the expanding body of literature on SFC by building upon prior studies that examine individual environmental behavior. It incorporates the VBN framework and proposes a comprehensive model to offer a more comprehensive understanding of the disparity between intention and conduct in SFC. This study effectively demonstrates the predictive effects of bi-dimensional norms, namely PN and SN, in shaping SFC, through their incorporation within the VBN frameworks. As a result, this study substantially contributes to the current understanding of the impact of social norms on promoting environmentally friendly behavior. From a managerial standpoint, this study offers valuable guidance for managers, emphasizing the need to integrate environmental values, awareness, responsibility, and trust in recycling into comprehensive strategies. Furthermore, the study underscores the managerial significance of actively shaping social norms supportive of SFC through sustainable fashion events, collaborations, and blogs, providing actionable guidance for managers seeking to influence consumer behavior and foster a broader culture of sustainability within the fashion industry. However, this paper is structured as follows: within its second section, it presents a literature review, outlines the proposed model, and presents the research hypotheses. Methods such as sampling, data gathering, measurement, and data analysis are outlined in “ Materials and methods ”. The results are presented in “ Findings ”, and the results, their possible effects, the study’s limitations, suggestions for further research, and closing remarks are discussed in “ Discussion ”.

Theoretical background and hypotheses development

According to Pencarelli et al. 43 , sustainable products offer environmental, societal, and economic advantages while safeguarding public health, welfare, and the environment throughout their entire commercial cycle, from raw material extraction to ultimate disposal, with a focus on meeting the needs of future generations. Similarly, Mohr et al. 44 define responsible consumption as a purchasing and consumption behavior pattern that aims to maximize long-term benefits while minimizing harmful impacts on both consumers and societies. In this study, the term SFC indicates the reuse of clothes, such as buying or selling used clothes at a minimal price 18 , swapping used clothes 28 , or donating used clothes to others. Thus, according to Bianchi and Gonzalez 45 , consumers who cannot afford high-priced fashion may choose to consume sustainably by purchasing second-hand apparel from thrift stores or swapping clothes with their family or friends. They may sell clothes at minimum prices to stores or donate clothes to those in need from a philanthropic viewpoint.

Theoretical foundation

VBN theory denotes that “individuals who accept a movement’s basic values, believe that valued objects are threatened, and believe that their actions can help restore those values, experience an obligation (personal norm) for pro-movement action” 46 . According to Schwartz’s 47 theory, actions relevant to norms encompass three concepts: the acceptance of an individual’s particular values, the belief that something important to those values is under threat, and the belief that a person’s behavior can help alleviate the threat and restore value, which are known as personal norms. Schwartz 48 classifies values into three types: biospheric, altruistic, and egoistic. Beliefs consist of new ecological paradigm (EP), awareness of consequences (AC), and ascription of responsibility (AR), which, in combination, affect behavioral intention.

The VBN theory predicts sustainable behaviors in various settings. It has been extensively applied to explain pro-environmental behaviors in various contexts such as residential energy savings 49 , sustainable tourism 50 , climate-conserving behaviors 51 , environmentally friendly cruise 52 , sustainable tourism and hospitality 53 , and reducing air pollution in road transportation 54 . Moreover, the VBN theory has been expanded by the incorporation of supplementary variables, including SN and perceived behavioral control 26 , emotion 55 , satisfaction, trust, and frequency of prior conduct 37 . The initial model encompassed a solitary dimension of norms, specifically personal norms. Kim et al. 56 argue that in order to achieve a thorough understanding of norms, it is necessary to expand personal norms in conjunction with social norms (SN). This entails considering both internal and exterior norms. The model proposed by Han et al. 37 received empirical support for trust. In order to address the well-recognized disparity between intentions and behaviors, the current study (Fig.  1 ) employed trust in recycling (TR) as a variable associated with intentions to engage in sustainable fashion consumption (SCI) and sustainable consumer behavior (SCB). Additionally, the study incorporated SN alongside intrinsic personal norms.

Conceptual framework.

Hypothesis development

Antecedents of new ecological paradigm (ep).

Dunlap et al. 57 developed the EP, which embraces the idea that humans are an integral part of nature, to explore individuals’ environmental attitudes. Biospheric values (BV) are key factors shaping individuals’ worldviews, particularly in relation to their interest in nature and the environment. The adoption of BV is associated with a greater concern for the environment, emphasizing the central role of environmental values in decision-making and shaping behavior. Similarly, Onel and Mukherjee 23 found that BV positively impacted a new ecological paradigm. Ünal et al. 58 explored the relationship between BV and environmental protection, demonstrating that higher levels of BV are associated with increased concern for the environment. Finally, Ye and Tkaczynski 59 argued that BV is a key driver of engagement with EP, with higher levels of BV corresponding to greater involvement in environmental issues. Therefore, we put forward the following hypothesis:

H 1 . Biosphere value is positively associated with the new ecological paradigm.

Altruistic values (AV) refer to a set of ethical principles that prioritize the well-being and interests of others. Altruistic individuals often act in ways that benefit others without expecting anything in return, and may sacrifice their own interests or desires for the greater good. AV are closely linked to the preservation of the social ecology, as noted by Vuorio et al. 60 . By contrast, egoistic value (EV) suggests that environmental issues harm individuals, causing them to prioritize their property, power, and status, and think more about their own resource needs. Previous studies on the correlation between egoistic values and EP have yielded conflicting results. While some studies suggest a negative correlation between EV and EP 61 , Kim’s study on effective hotel environmental management found that only AV were significantly associated with EP, whereas other values did not show significant 62 . In a recent study in Malaysia, Chua et al. 63 showed that all three values were significant factors of EP, with BV having a medium effect, and EV and AV having small effects. Despite limited robust evidence of the link between AV and EP, considering the cultural and social differences in the samples, it is expected that those values have direct effects on EP. Therefore, the following hypotheses are formulated:

H 2 . Altruistic value is positively associated with the new ecological paradigm.

H 3 . Egoistic value is positively associated with the new ecological paradigm.

Enablers of awareness of consequences (AC)

AC refers to an individual’s understanding of the potential outcomes or effects that may result from their actions or decisions. It involves recognizing the impact of one’s behavior on oneself, others, and the environment. In the context of environmental issues, AC relates to an individual’s understanding of how their actions may affect the natural world and the ecosystems that sustain it. Previous studies have established a causal relationship between EP and AC, indicating that individuals with greater knowledge of current environmental issues tend to be more aware of the impacts of their actions and behaviors. Campos-Soria et al. 64 and Liobikien and Poškus 65 supported this correlation, highlighting its positive effect on individuals’ awareness of the consequences of their actions. Han et al. 66 suggested that an EP can increase people’s awareness of the impact of their actions, while Landon et al. 50 proposed that personal responsibility can be improved by promoting awareness of this new environmental perspective. Thus, we propose the following hypothesis:

H 4 . New ecological paradigm is positively associated with the awareness of the consequences.

Enablers of ascription of responsibility (AR)

AR refers to assigning or attributing responsibility for an action or outcome to a particular person or group. This can include both the individual responsibility of a person for their actions, and the responsibility of larger groups or institutions for their impact on society and the environment. According to Ogiemwonyi et al. 67 &Yang et al. 68 , individuals perceive a feeling of involvement in the preservation of the environment and hold the conviction that they can actively contribute to environmental well-being through the adoption of sustainable practices. When people understand how their actions negatively affect the environment, and take steps to minimize or mitigate that impact, they demonstrate a sense of responsibility associated with personal norms (PN) and AR, as noted by Landon and Boley 50 and Ghazali et al. 69 . Scholars 58 , 70 confirmed this relationship, suggesting that awareness of the consequences of one’s actions positively influences AR. These findings are further supported by Ghazali et al. 69 , who found that awareness of consequences improves the sense of responsibility among both Malaysian and Chinese individuals. Thus, it can be concluded that a greater awareness of the environmental impact of one’s behavior and actions can lead to a stronger sense of responsibility. Thus, we postulated the following hypothesis:

H 5 . Awareness of the consequences is positively associated with AR.

Antecedents of personal norms

PN refers to internalized beliefs and expectations about how one should behave in a given situation. These norms are self-regulatory in nature and are often shaped by personal values and moral standards. They influence behavior by creating a sense of obligation or duty to act in a certain way, even when external pressures or incentives are absent. PN is thought to be particularly important in the context of pro-environmental behaviors, as it can motivate individuals to act in ways that align with their environmental values, even when it may not be socially or economically advantageous to do so. According to the VBN theory, beliefs are directly linked to individual norms. Thus, people who hold their usual beliefs about ecological well-being are more likely to develop PN for pro-environmental behavior 71 . Using the VBN framework, previous research explored the direct association between EP and PN. Chua et al. 63 observed the positive effect of EP on PN in a sample of paddy farmers. Similarly, Yeboah and Kaplowitz 72 found a positive and significant effect of EP on PN among students, teachers, and employees at Michigan State University. Hence, the hypothesis is as follows:

H 6 . New ecological paradigm is positively associated with the personal norms.

Individuals who are aware of the negative consequences of not performing altruistic acts have a stronger sense of moral obligation, and are more likely to activate PN to engage in such behaviors. AC is responsible for PN 73 . Understanding the impact of one’s actions on the environment can help individuals take steps to reduce their negative impacts and promote a sense of responsibility, ultimately leading to an increase in PN 50 , 67 . Gkargkavouzi et al. 74 suggested that AC effectively promotes personal norms to take necessary action to safeguard the climate. Similarly, Zhang et al. 22 stated that AC significantly influenced PN engagement in environment-friendly farming practices. Therefore, the following hypothesis is proposed:

H 7 . Awareness of the consequences is positively associated with PN.

When individuals experience a stronger sense of personal responsibility, they feel a moral obligation to act. AR refers to assigning responsibility to one’s behavior or actions 69 . Studies show that ascribing responsibility leads to the development of personal norms 75 . If a person recognizes that they have done something wrong, they feel a greater moral obligation to stop or reduce the harm caused 69 . Pro-environmental studies have supported this hypothesis. For instance, Ünal et al. 58 found that individuals who recognize their ability to reduce the negative consequences of their actions feel a moral obligation to support that behavior. Similarly, Bronfman et al. 70 and Rezvani et al. 76 argued that greater AR increases PN. Recent studies 77 , 78 on conservation behavior in organizations have demonstrated that AR is the strongest predictor of PN. The hypothesis is as follows:

H 8 . AR is positively associated with PN.

Enablers of sustainable fashion consumption intention

Schwartz 79 defines PN as the extent to which an individual feels morally obliged to perform a particular action. Sia and Jose 80 contend that PN is a key driver of norm-driven pro-environmental behavior and that a stronger sense of personal moral norms can lead to greater engagement in environment-friendly behavior. Han 81 and Yang et al. 77 found that PN predicts intentions for environmentally responsible behavior in various groups. Additionally, Ünal et al. 58 suggest that individuals' intentions to engage in eco-friendly actions increase when they feel a strong sense of obligation. This argument implies that PN leads to planned, environmentally conscious behaviors. Hwang et al. 82 also revealed that moral obligation has a favorable and substantial effect on the purchase intentions of organic, fair trade, and recycled clothing products. With growing concerns about environmental damage and social inequality in the fashion industry, consumers' personal values have shifted from being self-centered to society-centered 83 . Joanes 16 discovered a positive and substantial relationship between PN and the intention to minimize personal clothing consumption. Therefore, the following hypothesis is proposed:

H 9 . PN is positively linked with the intention to engage in SCI.

SN refer to shared beliefs about proper behavior within a community regarding one’s response to a situation 84 . Various studies have shown that SN have a positive impact on different behavioral domains related to sustainable behavior 84 . In the context of green consumerism, SN have been found to positively influence consumers’ behavioral intentions to buy green goods and services 26 . Additionally, an individual’s SN have been found to impact their word-of-mouth purchasing intention and intention to sacrifice 52 . Doran and Larsen 85 found that people are more likely to engage in pro-environmental behavior when they receive messages indicating that people around them are doing the same things. Moreover, Borusiak and Szymkowiak 5 explained that individuals usually feel pressured to engage in specific behaviors by the people around them. Observing others’ contributions to a common cause, such as environmental preservation, can enhance trust in cooperative intentions, strengthen beliefs about achieving desired outcomes, and increase the willingness to contribute to environmental preservation. Recently, Zahid et al. 30 revealed a positive relationship between SN and SCI in the case of second-hand clothing in China, while Zhang et al. 29 found the same relationships in the case of clothing disposal behavior in China. Yeap et al. 27 found that perceived norms (external influence) have positive influence on the intention to adopt second hand clothes in Malaysian perspectives. Therefore, the following hypothesis is proposed:

H 10 : There is a positive relationship between SN and SCI.

Trust is a belief that has been shown to have a positive relationship with green purchasing intention, as established by some authors 86 . Studies indicate that ethical cues can influence consumer opinions about low-performing products 87 , and trust in ethical businesses can influence green buying intentions, while greenwashing can damage consumer trust and reduce their green buying intentions 88 . Thus, companies that want to increase consumers’ green buying intentions should avoid actions that create green skepticism, focus on developing strong relationships with consumers, and build trust in green practices. Therefore, the following hypothesis is proposed:

H 11 : There is a positive relationship between TR and SCI.

Enfeeblers of Sustainable consumption behavior (SCB)

SCB refers to actions taken by individuals or groups to reduce their negative impacts on the environment and promote sustainable development. This involves making conscious and informed choices when purchasing goods and services, and considering the environmental and social impacts of these choices 89 . Behavioral intention is an important predictor of actual behavior, as people who intend to participate in green behavior are more likely to follow these actions 90 . Gkargkavouzi et al. 74 revealed that behavioral intention is a significant factor in voluntary actions aimed at mitigating the effects of climate change among Greek respondents. Additionally, taking responsibility for reducing energy consumption in households has been shown to promote energy conservation behaviors in households 91 . The growing need for green products and services suggests that individuals are increasingly adopting environmentally conscious behaviors 92 . Therefore, we hypothesize that as PN supporting green behavior strengthens, individuals are more likely to participate in environmentally conscious actions.

H 12 : SCI is significantly and positively linked with SCB.

Green trust refers to individuals’ “willingness to depend on a product or service based on the belief or expectations resulting from its credibility, benevolence, and environmental performance” 93 . A lack of trust can create skepticism, which may negatively affect purchase intention 94 . While most studies have focused on trust as an antecedent of purchase intention 95 , only a few have considered it as a predictor of purchase behavior. Nuttavuthisit and Thøgersen 96 found that green trust influences green consumption, and Taufique et al. 97 observed that consumers’ trust in green products leads to pro-environmental consumer behavior. Several recent studies 98 , 99 , 100 have investigated consumer behavior towards various green products and services. Thus, the following hypothesis is postulated:

H 13 : TR is positively linked with the SCB.

Moderation of TR

Trust, which refers to consumer beliefs and expectations regarding the reliability, capability, and goodwill of both green products and their producers, leads to the intention to trust the companies and products involved 101 . Individuals pursue sustainable lifestyles not only because of their ecological awareness and comprehension, but also the personal benefits or contentment derived from the products or services they consume 101 . In this study, TR is indicated for second-hand clothes based on its credibility in meeting expectations, usability of clothes, and hygiene issues. Many people want to wear clothes for long periods. Therefore, consumers may feel a lack of trust in the durability of fashion products, as they have already been used for a while. According to Harris and Hagger 102 , the intention to act does not necessarily mean being able to do so. Studies show that consumers’ lack of trust can be a major barrier to purchasing organic products 96 . According to Sultan et al. 103 and Zheng et al. 104 , trust plays a moderating role in addressing intention-behavior gaps. Therefore, we propose the following hypothesis:

H M1 : TR positively moderates the link between SCI and SCB.

All associations hypothesized above are presented in Fig.  1 below:

Materials and methods

Research design.

The research followed a cross-sectional design in which an online survey was conducted. This approach differs from that of a longitudinal study that collects data repeatedly within a specific timeframe. This study is quantitative and utilizes a pre-existing research framework. The following sections delve more deeply into the techniques employed in this study.

Population and sample

The target population was Chinese adults who were more than 18 years old and could participate in the survey without their guardians’ permission. We obtained signed informed consent forms through a questionnaire. Using the G-power 3.1 tool with 10 different predictors, a power of 0.80 and an effect size of 0.15 were utilized to arrive at an estimate for the sample size. The minimum number of samples required to perform an analysis with sufficient power was 118 105 . However, Hair et al. 106 recommend that partial least squares structural equation modelling (PLS-SEM) should use at least 200 samples. To avoid restrictions of a small sample size, this study intended to obtain data from more than 300 Chinese adults.

Data collection procedure

Present research created an electronic questionnaire to collect empirical data by applying measurement scale items from previous studies. In addition, this study used a back-translation technique to ensure that the survey was accurate. First, the research questionnaires were carefully examined using English. Second, investigators obtained help from professional experts who were used to the research and spoke both English and Chinese to translate it into Chinese. Third, two professional translators who spoke English and Chinese blindly translated the Chinese questionnaire back into English. Fourth, the quality of the translations was assessed by comparing the two versions. In the case of dispersion, researchers and translators worked to find solutions. Finally, the questionnaire was pretested to determine its accuracy. The issuance and completion of the questionnaires were closely supervised to ascertain the validity and well-organized gathering of the data. Researchers sent 32 questionnaires and collected them from a pretest sample. The pre-test findings confirmed the preliminary validity and reliability of the items used.

The survey collecting data took place in China, since the participants of the research were from different parts of China; the empirical data was obtained using the online survey method. The human research ethics committee of Nanfang College Guangzhou approved this study (Nanfang-2023–1209). This study has been performed in accordance with the Declaration of Helsinki. Written informed consent for participation was obtained from respondents who participated in the survey. Respondents were selected using convenience sampling method. All respondents were informed that the study focused on their sustainable fashion consumption (buying, swapping, or donating second hand clothes). Data was collected between 20 th November 2022 to 27 th January 2023, and downloaded from the website 28th th January 2023. The questionnaire was circulated using social media platforms, primarily through the WJX.cn website, and 979 valid responses were received.

Measurement instruments

The questionnaire consisted of two main sections: A and B. Section A comprised the demographic information of respondents (eight questions), whereas all related 54 questions were incorporated in section B. The study used pre-literature for its scale after fitting it into the context, with modification (rewording) and alternation, where necessary. Four items of BV and AV and five items of EV were extracted from Han et al. 107 . Five items each for the contracts SN, TR, and SCB were adopted from Kim et al. 108 , Chen 93 , and Attiq et al. 109 , respectively. The EP construct (five items) was adapted from López-Mosquera and Sánchez 110 , while the five items of AC originated from López-Mosquera and Sánchez 110 and Choi et al. 111 . The study followed López-Mosquera and Sánchez 110 and Ünal et al. 58 for taking the items (5) of AR. The items (5) of PN were sourced from Choi et al. 111 and Ünal et al. 58 . The TR (five items) was obtained from Chen 93 , and the SCI constructs (five items) were extracted from 5 . The questionnaire had closed-ended items that evaluated 11 constructs from previous studies using a seven-point Likert scale ranging from 1: strongly disagree to 7: strongly agree. A complete questionnaire has been submitted to this manuscript as supporting material— S1. Survey Instrument.

Common method bias

To determine the impact of common method bias (CMB) and propose remedies, the study questions were meticulously crafted, and respondents were assured that there were no right or wrong answers, and their responses would remain anonymous 112 . Harman’s single-factor test was used as a diagnostic tool to determine the influence of common method bias. The single factor was 32.507%, which was less than the prescribed limit of 50% in Harman’s one-factor test. This proves that the CMB had no significant effect on this study. Moreover, an examination of CMB involved an assessment of the full collinearity of all constructs, as recommended by Kock 113 . All the study structures were regressed on the common variance and variance inflation factors (VIF) values shown in Table 1 . There was no presence of bias in the data from a single source because all VIF values were lower than 3.3.

Multivariate normality

Using appropriate data analysis techniques to check multivariate normality is crucial. This study estimated multivariate normality using an online Web Power tool 114 . The results of the multivariate normality test revealed that the p values for Mardia’s multivariate skewness (z = 2209.93) and kurtosis (z = 37.85) were below 0.05, indicating non-normality. Thus, to accommodate non-normal data, this study uses PLS-SEM. Structural equation modelling approach provides better estimates than regression for mediation and moderation 115 . PLS-SEM is a satisfactory approach for evaluating complex frameworks involving moderating relationships 106 . Therefore, PLS-SEM was employed with the Smart-PLS 4.0.

Data analysis method

The analysis of this research followed two stages. First, the measurement model was quantified to determine validity and reliability. In the later phase, structural equation modeling was used to elaborate the connection between the predictor and latent variables, including the mediation and moderation effects. It is widely accepted that structural equation modeling provides better estimates than regression when executing mediation and moderation 115 . Therefore, this research applied structural equation modeling, specifically PLS-SEM, using Smart-PLS 4.0, which is regarded as the best choice because of its effectiveness in evaluating complex frameworks involving moderation effects 106 .

Ethics approval

The human research ethics committee of Nanfang College Guangzhou approved this study (Nanfang-2022-1009). This study has been performed in accordance with the Declaration of Helsinki.

Informed consent

Written informed consent for participation was obtained from respondents who participated in the survey.

Respondents profile

The provided demographic Table 2 presents information on the gender, age group, education level, marital status, employment status, and clothing purchasing habits of 979 individuals. The sample was evenly divided into male (49.7%) and female (50.3%) participants. Most participants had a bachelor’s degree or below (93.0%), with only 11.1% having a postgraduate degree. In terms of age, the sample was evenly distributed across different age groups, with the largest groups being those aged 26–35 years (28.1%) and 36–45 years (29.3%). Most participants were married (61.5%) and employed full-time (41.3%), with 13.2% unemployed and 3.7% retired. Regarding clothing purchasing habits, most participants purchased new clothes one to two times per month (34.8%), and spent less than RMB1500 per month on clothing (39.7%).

The study’s reliability and validity were examined by assessing the internal consistency of the measurement items as well as the composite reliability and average variance extracted (Table 3 ). The results indicate high levels of internal consistency, with Cronbach’s alpha ranging from 0.892 to 0.933 for each variable. The composite reliability values ranged from 0.896 to 0.947, indicating a high degree of construct reliability. The average variance extracted values ranged from 0.711 to 0.788, indicating that the measures accounted for a substantial proportion of the variance in each construct. The variance inflation factor values were all below the recommended threshold of 2.5, indicating no multicollinearity issues. Therefore, the measures demonstrated good reliability and validity, suggesting that the results are credible and robust.

After confirming reliability and discriminant validity, we applied both Fornell and Lacker’s criterion and Heterotrait-Monotrait (HTMT) ratio (Table 4 ; Fig.  2 ). The Fornell–Larcker criterion shows the correlation between constructs and the amount of variance shared among them. Diagonal values represent the square root of the average variance extracted (AVE) for each construct. Values above the diagonal represent the correlation between constructs, whereas those below the diagonal represent the AVE for each construct. All diagonal values exceed 0.5, indicating acceptable convergent validity. The off-diagonal values were generally lower, suggesting good discriminant validity. The standard value of the HTMT is less than 0.90, and values exceeding this limit indicate low discriminant validity 116 . All values in the HTMT matrix are below the threshold value (i.e., 0.90) confirming a high level of discriminant validity. However, all cross-loadings remained greater than 0.5, as shown (Appendix 1 ). Overall, the analysis suggests that the measures have adequate reliability and validity for the constructs studied.

Heterotrait–monotrait ratio (HTMT) matrix.

The results (as presented in Table 5 ; Fig.  3 ) reveal that BV (β = 0.193, t = 5.091, p < 0.01), AV (β = 0.163, t = 4.378, p < 0.01) and EV (β = 0.204, t = 5.608, p < 0.01) influenced significantly on EP. The link between EP and AC was identified as positive (β = 0.265, t = 7.998, p < 0.01), signifying the positive effect of EP on AC. Moreover, AC had a positive significant influence on AR (β = 0.342, t = 10.591, p < 0.01). EP (β = 0.130, t = 3.712, p < 0.01), AC (β = 0.294, t = 7.963, p < 0.01) and AR (β = 0.231, t = 6.530, p < 0.01) affected positively on PN. Additionally, PN (β = 0.228, t = 6.645, p < 0.01), SN (β = 0.207, t = 6.170, p < 0.01) and TR (β = 0.364, t = 10.777, p < 0.01) demonstrated a positive relation on SCI. SCI (β = 0.374, t = 11.140, p < 0.01) and TR (β = 0.333, t = 9.759, p < 0.01) had significant positive effects on SCB. Similarly, the study finds a statistically insignificant moderation role of TR (β = , t = − 0.056, t = 2.071, p < 0.05) within the connection between SCI and SCB (Fig.  4 ). Although the p value (0.019) falls within the 5% level of significance, the hypothesis is rejected as it presents the opposite relationship. Therefore, this study found that hypotheses (H1–13) were validated at the 1% level of significance, and hypothesis (H M1 ) was rejected (Table 5 ).

Measurement model.

Moderation of trust in recycling.

Moreover, the outcome (Table 6 ) of the study found that BV, AV, and EV had indirect relationships with AC and PN, and EP has the same with AR, PN, and SCI. Likewise, AC is indirectly linked with PN and SCI, while AR is with SCI. The constructs PN, SN, and TR are indirectly related on the SCB.

This study investigated the relationship between values, attitudes, and sustainable fashion consumption behavior. It proposed 14 hypotheses based on the extended VBN theory, 13 of which were confirmed by empirical investigation. The exogenous constructs in the model were found to have a significant impact on the endogenous construct, with an explanatory power of 42.3% for SCB, indicating a good fit between the model and the investigation. The following discussion provides details of the relationships identified in this study.

The finding that Biospheric, Altruistic, and Egoistic values had a significant influence on the New Ecological Paradigm (NEP) is consistent with previous research 63 that highlights the importance of values in shaping environmental attitudes and behavior (H1–3). The finding that these values significantly influence the New Ecological Paradigm suggests that individuals who hold these values are more likely to adopt an environmentalist perspective and engage in sustainable behaviors. The results also suggest that individuals who hold values that prioritize the environment, personal and collective well-being, and personal growth, are more likely to adopt a new ecological paradigm that views humans as part of the ecosystem and emphasizes the importance of protecting the natural environment.

The present study revealed that the New Ecological Paradigm significantly influences individuals’ Awareness of Consequences (H4), indicating that people who hold environmental concerns and beliefs tend to be more aware of the environmental consequences of their actions. These findings are consistent with previous research showing that the New Ecological Paradigm is an essential predictor of individuals’ AC 50 . Han et al. 66 suggest that individuals who hold a new ecological paradigm perspective are more likely to be aware of the environmental consequences of their actions. This new ecological paradigm represents an underlying belief system that recognizes the interdependence between humans and the natural environment. Therefore, it can be assumed that individuals with a new ecological paradigm perspective are more likely to be conscious of the consequences of their actions on the environment. Consequently, they may be more motivated to engage in SCB to reduce their environmental impact.

Furthermore, the finding that awareness of consequences had a positive and significant influence on AR (H5) supports previous research 58 , 69 that has suggested that individuals who are more aware of the consequences of their actions are more likely to feel responsible for their impact on the environment. This finding aligns with Value-Belief-Norm theory, which proposes that individuals who are aware of ecological consequences accept responsibility for their actions. In this study, the relationship between awareness of consequences and AR may be explained by the fact that individuals who are more aware of the consequences of their actions are more likely to feel a sense of responsibility for their impact on the environment. This finding has implications for interventions aimed at promoting sustainable fashion consumption, as it suggests that increasing awareness of the consequences of unsustainable fashion practices may help individuals develop a stronger sense of responsibility for their actions, and motivate them to engage in more sustainable fashion consumption behaviors.

Moreover, this study identified a positive and significant relationship between EP, AC, AR, and PN (H6–8), consistent with previous studies 22 , 63 , 77 , 78 . This implies that individuals who strongly believe in the need for ecological conservation and are aware of the consequences of their actions towards the environment are more likely to develop a sense of responsibility for their actions. They are more likely to form a PN that prioritizes sustainable fashion consumption, which could result in behavioral changes towards more sustainable fashion choices. Individuals who internalize sustainable values and beliefs are more likely to form PN that prioritize sustainable fashion consumption, leading to changes in their behavior. This finding suggests that interventions aimed at promoting sustainable fashion consumption should focus on developing PN that prioritize the environment and sustainability.

Additionally, the results of this study suggest that PN, SN, and TR have positive effects on SCI (H9–11). This is important because it indicates that personal influence, social influence, and TR motivate individuals to adopt SCB. SN refers to shared beliefs and behaviors within a society or a particular group. The positive effect of social norms on SCI implies that individuals are more likely to engage in SCB when they perceive such behaviors as socially accepted and valued. This finding is consistent with previous research 84 . Yeap et al. 27 , Zahid et al. 30 , Zhang et al. 22 demonstrating the important role of SN in shaping pro-environmental behaviors. TR, on the other hand, refers to an individual’s confidence in the effectiveness and efficiency of recycling programs. The positive effect of TR on SCI suggests that individuals who trust recycling programmes are more likely to engage in SCB. This finding is particularly relevant 81 in the context of sustainable fashion consumption, as it suggests that individuals in TR programs may be more likely to engage in behaviors such as recycling clothes or purchasing clothes made from recycled materials. Also, this is true for renting clothes in case of circular fashion conducted by Shrivastava et al. 117 .

Finally, this study found that SCI and TR were significant predictors of SCB (H12–13). This result suggests that individuals who have a higher intention to consume sustainability and TR are more likely to engage in SCB, such as buying, swapping, or donating second-hand clothes. The positive effect of SCI on SCB suggests that individuals with a strong intention to engage in sustainable fashion consumption are more likely to engage in such behaviors. This finding is consistent with previous research 86 demonstrating the important role of intention in predicting pro-environmental behaviors. However, the study found that TR did not moderate the relationship between SCI and SCB, contrary to the hypothesized relationship (H M1 ) and the findings of Sultan et al. 103 .

Implications of the study

Theoretical implications.

This study makes several theoretical contributions to the field of sustainable fashion consumption. First, it identifies several factors that influence sustainable fashion consumption behavior, including BV, AV, and EV, as well as AC, AR, PN, SN, and TR. This provides a comprehensive understanding of the factors that motivate individuals to engage in SCB, which can inform the development of interventions aimed at promoting such behaviors. Second, it used bi-dimensional norms, such as PN and SN, in the VBN frameworks, and established that both are predictors of SCB. Thus, this study contributes to the literature on the role of SN in promoting pro-environmental behavior. The finding that SN has a positive effect on SCI suggests that interventions aimed at increasing SN to support sustainable fashion consumption may be effective in promoting SCB.

Third, this study identified the importance of SCI and TR as predictors of SCB. This highlights the importance of considering not only individuals’ values and beliefs, but also their perceptions of the effectiveness and efficiency of recycling programs in promoting SCB. Finally, this study contributes to the literature on the intention-behavior gap in SCB. Many respondents are highly willing to purchase, but ultimately do not purchase pro-environmental products, which is referred to as the intention-behavior gap. Although these findings suggest that SCI and TR are significant predictors of SCB, there is no evidence that TR is a moderator. This result will encourage academia to conduct further research on the intention-behavior gap in SCB in another cultural context.

Practical implications

The results of this study have important practical implications for the promotion of SCB. First, the results suggest that interventions aimed at promoting SFC should focus on fostering values that prioritize the environment, personal and collective well-being, and personal growth. For example, campaigns highlighting the environmental and social benefits of SFC may appeal to individuals who hold these values. Furthermore, the findings imply that interventions aimed at promoting SFC should focus not only on increasing awareness of the consequences of unsustainable fashion consumption but also on promoting a sense of responsibility for one’s actions. Such interventions could include educating individuals on the environmental impact of their fashion choices and encouraging them to take responsibility for their actions towards the environment to adopt a new ecological paradigm. This can be achieved through educational campaigns and by creating a sustainable fashion culture that highlights the importance of SCB. These interventions can be implemented through various channels, such as social media campaigns, educational programs, and fashion industry initiatives that promote SFC.

Second, this study emphasizes the importance of creating social norms that support SFC., which can be achieved through initiatives such as sustainable fashion events, sustainable fashion collaborations, and sustainable fashion blogs. By creating a sustainable fashion community that promotes SCB, individuals are more likely to adopt this behavior. Third, this study highlights the importance of increasing TR, which is a significant predictor of SCB and has important implications for policymakers and marketers seeking to promote SFC. This can be achieved through initiatives that increase awareness about the importance of recycling and highlight the benefits of recycling, such as reduced waste and increased resource efficiency. Additionally, initiatives that increase access to recycling facilities and make recycling more convenient can increase TR and promote SCB.

Finally, this study provides important insights into the intention-behavior gap in SCB. These findings suggest that SCI and TR are significant predictors of SCB. Therefore, interventions aimed at promoting SFC should focus on increasing individuals’ SCI and TR to close the intention-behavior gap and encourage SCB.

This study highlights the significant roles played by values, attitudes, and norms in shaping SCB among individuals. These findings suggest that individual values, including BV, AV, and EV, significantly influence EP, which positively affects AC. This awareness leads to a greater sense of responsibility toward the environment, which, in turn, positively influences SCB. This study also suggests that PN plays a vital role in shaping SCB, and creating an environment where SFC is considered normal, to encourage more individuals to adopt SCB. Moreover, this study emphasizes the importance of increasing TR to promote SCB. The findings have significant implications for policymakers and businesses aiming to promote SFC and create a more sustainable fashion industry.

This study has limitations worth noting. Firstly, it exclusively examined individual-level factors influencing SCB and did not consider broader societal influences like policies and regulations that might impact SCB. Future research should explore the interplay between individual and societal factors to achieve a more comprehensive understanding of SCB. Another limitation is the study's neglect of other factors like price, availability, and convenience that can affect SCB. While values, beliefs, and norms are important predictors of behavior, practical factors also play a role in individuals' engagement in SFC. Subsequent research could assess the relative influence of these practical factors in addition to values, attitudes, and norms. Additionally, the study concentrated on SCB without examining the influence of sustainable fashion production practices. Sustainable production practices, including the use of sustainable materials, waste reduction, and fair labor practices, are crucial for overall sustainable fashion. Future research should explore the factors affecting these production practices and their relationship with consumption.

Furthermore, the study relied on self-reported SCB measures, potentially subject to social desirability bias, wherein participants might have overreported SCB to appear more socially responsible. Future research could employ objective measures, like tracking actual purchasing and disposal behaviors. The study used a cross-sectional design, limiting its ability to establish causality between the variables studied. Future research could utilize longitudinal or experimental designs to investigate causal relationships between variables. Finally, the present study adopted the convenience sampling method, which might trigger common method biases, even though precautions were taken during the study. Advanced research could consider employing other sampling techniques, such as probability sampling, to mitigate any potential biases and ensure more accurate results.

Data availability

The original contributions presented in the study are included in the article/Research Data, further inquiries can be directed to the corresponding author/s.

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This study is supported via funding from Nanfang College Guangzhou (2022 School-level Research Project. No. 2022XK06), Fund received by: Yingxiu Hong. The funders had no role in study design, data collection and analysis, decision to publish, or preparation of the manuscript.

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Conceptualization: Y.H., A.A.M., Q.Y., M.M. Formal analysis: A.A.M. Methodology: Y.H., Q.Y., M.M. Writing—original draft: Y.H., Q.Y. Writing—review and editing: A.A.M., M.M.

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Artificial intelligence and sustainability in the fashion industry: a review from 2010 to 2022

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• Published: 13 December 2023
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The fashion industry often falls short of sustainability goals, but contemporary technological advancements offer a wide range of tools to address this issue. Artificial Intelligence (AI) has emerged as a particularly promising ally in promoting sustainability in fashion. This literature review explores how AI can contribute to the fashion industry’s sustainability, highlighting its potential benefits and limitations. Following PRISMA guidelines, we conducted a review of scientific documents, focusing on the period from 2010 to 2022. After a meticulous selection process, we analyzed 37 scholarly articles to distill their key insights and contributions. Our findings demonstrate that AI has diverse applications in different aspects of the fashion industry, enhancing sustainability efforts in supply chain management, creative design, sales and promotion, waste control, and data analysis. While AI offers significant potential, it is important to acknowledge limitations, such as the volume of data required and associated implementation costs. The reviewed literature aligns with the multifaceted nature of sustainability, emphasizing responsible resource management, accessible services, and efficient customer satisfaction, both now and in the future. In conclusion, despite some reservations, AI stands as a crucial partner in guiding the fashion industry toward a more sustainable future.

Article Highlights

AI presents promising that can be applied to design, sales, and waste management, all aimed at boosting sustainability.

Many of the research studied focus on environmental dimension, including ecofriendly manufacturing and defect detection.

Despite reluctance, AI is becoming a vital ally in moving the fashion industry toward sustainability.

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1 Introduction

Sustainability, as defined in Ref. [ 1 ], entails meeting present needs without endangering the requirements of future generations. It involves safeguarding the natural environment and social well-being while ensuring that economic growth and development do not pose threats. Sustainability is a critical concern in the industry [ 2 ]. Today, it is imperative to integrate social and environmental considerations into business decision-making and operations [ 3 ]. In specific industries, including agriculture, mining, renewable energy, and manufacturing, sustainability has emerged as a central objective aimed at mitigating adverse impacts on the environment and society [ 4 ].

Sustainability comprises three key dimensions: economic, social, and environmental, as noted by Kristensen [ 5 ]. The economic dimension ensures that production meets present needs without compromising future capacity [ 5 , 6 ]. The social dimension focuses on parameters for social equity, access to essential services, security, and citizen participation in governance [ 7 ]. The environmental dimension emphasizes responsible resource management and waste control to prevent overconsumption and environmental degradation [ 5 , 8 ]. These dimensions are interconnected and integral to sustainable development.

The United Nations argues that strategies to generate economic growth must go hand in hand with strategies to promote prosperity and protect the planet [ 9 ]. These include a range of social needs such as education, health, and job opportunities, while at the same time ensuring that climate change is halted and the environment is protected.

The fashion industry, notorious for its sustainability shortcomings [ 10 ], consumes vast resources in clothing and accessory production, particularly straining water resources. It ranks among the largest water consumers, often with inadequate treatment post-use [ 2 ]. Countries like Bangladesh face issues of heavy metal and microplastic pollution in water sources [ 11 , 12 ], leading to health problems among nearby residents who consume this water [ 13 ].

Furthermore, the fashion industry is marred by significant labor exploitation, often subjecting workers to grueling shifts exceeding eight hours a day. Additionally, the transportation of clothing and accessories further exacerbates greenhouse gas emissions. Moreover, the fast fashion model has accelerated the production and disposal of clothing, resulting in a surge in waste generation and unsustainable resource consumption [ 10 ].

As a countermeasure to all these problems, the fashion industry is increasingly trying to find solutions and tools that will enable it to achieve sustainability goals. As a result, the fashion industry is increasingly turning to AI to help improve sustainability [ 14 ]. AI is a branch of computing that develops systems for simulating the cognitive capabilities of humans, especially in problem-solving tasks [ 15 ]. AI is a trending area, and its use has spread to multiple areas, such as medicine, science, and industry.

Through AI, the fashion industry can optimize various processes in the apparel production process [ 16 , 17 ]. Moreover, AI algorithms enable companies to use their resources better, leading to cost reduction, increased efficiency and effectiveness, and increased production speed [ 17 ]. In addition, this benefits the environment and society as AI makes it possible to process and use natural and human resources better [ 18 ].

This study provides a focused examination of how AI can enhance sustainability within the fashion industry. We concentrate on evaluating specific areas where AI can be applied in fashion, as well as assessing the performance of different AI techniques in bolstering sustainability. Our primary aim is to discern both the merits and drawbacks associated with these AI approaches, offering valuable insights for experts and stakeholders in these fields.

2 Methodology

This systematic review was conducted using the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) statements [ 19 ], the most commonly used reporting guidelines for systematic reviews [ 20 ]. The following is a description of the stages used to carry out this work.

2.1 Research questions

This article aims to explore how AI is used in the fashion industry to improve sustainability and answer the following questions:

In which ways can artificial intelligence improve sustainability in the fashion industry?

What are the advantages of using artificial intelligence as a tool to achieve sustainability?

What are the limitations of using artificial intelligence as a tool to achieve sustainability?

2.2 Eligibility criteria

2.2.1 inclusion criteria.

Regarding the inclusion criteria (IC), an article was included as long as it met all of the following criteria:

Empirical research, not books, manuals, or tutorials.

Research that explicitly uses AI techniques as a potential tool to drive sustainability in the fashion industry.

Research published between 2010 and 2022.

Research published in peer-reviewed journals only.

2.2.2 Exclusion criteria

Regarding exclusion criteria (EC), an article was excluded if it failed to meet any of the following criteria:

Research that does not involve approaches based on AI.

Research not published in a peer-reviewed journal.

Research not written in English.

Document not available.

2.3 Information sources

We decided to use multiple databases and search engines to expand the number of relevant articles considered. Details of these are given in Table 1 .

Other sources, such as trial registers or other grey literature sources, were not used.

2.4 Search strategy

We performed a search string based on the previously mentioned inclusion criteria to search for articles in the databases. This was: ( ( ( "sustainability" AND "fashion industry" ) OR "sustainable fashion" ) AND ( "artificial intelligence" OR "machine learning" OR "deep learning" OR "expert systems" OR "knowledge-based systems" ) ) . Likewise, we apply a series of filters, where possible, in each of the databases to obtain only relevant articles for our review. Details of this can be seen in Table 2 . The databases were searched on December 30, 2022.

2.5 Selection process

From the preselected articles, titles and abstracts were imported into Covidence Footnote 1 systematic review software for screening. First, using Covidence tools, duplicate articles were identified and removed. Then, the articles were manually reviewed by two researches (LR and FR) to remove any remaining duplicates. Next, all the researchers independently screened the titles and abstracts of the articles. In case of disagreement, the consensus was reached to determine articles to screen in the next stage by discussion.

The next step was to remove articles that could not be accessed. That is, articles whose full-text was unavailable were removed and not included for full-text screening. This was done by one researcher (LR).

Then, the next step consisted of retrieving the articles and screening them by full-text reading. In this step, the inclusion and exclusion criteria were considered to determine which articles passed to the next stage and which did not. This was done by two researchers (LR and FR) and verified by the other (AGP and EC).

Finally, the articles that met the inclusion criteria and evidenced a relevant contribution to the objectives of this study were included in the review.

2.6 Data collection process

A data extraction sheet was developed for this stage. The first version of the extraction sheet was made by two researchers (LR and FR). This was first tested with ten randomly selected articles. Subsequently, the other researchers (AGP and EC) verified and validated that the extraction sheet worked correctly and allowed all relevant information to be obtained. They also made corrections to the extraction sheet when necessary.

2.7 Information extraction

To address our research questions, the articles selected for review were thoroughly examined to extract the following main information:

Potential application domain or area.

AI class used.

Aim of the work.

Main technique(s) used.

Relevant findings.

Publication year.

In a complementary manner, the publishing company and the journal in which each article was published were also extracted. The information extraction was carried out and cross-checked by all the researchers in this work.

We identified 616 articles from the selected online sources. Articles were screened and selected, as shown in Fig.  1 , resulting in 37 studies meeting our inclusion criteria and ultimately being included in the review.

PRISMA flow diagram used in this work

Figure  2 shows the distribution of relevant articles retrieved per year. From this graph, it can be seen that from 2019 onwards, there has been an increase in sustainability, the fashion industry, and AI research. Most of the research is focused on the year 2020. The year 2022 presents a low number of articles since most of the articles we could not access are from this year. Concerning the publishers, it is evident that Elsevier is the academic publishing company that contributes most to this work. It provides more than 40% of the articles retrieved, as shown in Table 3 . In second place is Springer, followed by the other publishing companies.

Overall distribution of retrieved articles over time

Given that we studied different domains in this work, a wide variety of journals host this type of research. Table 4 below highlights the top four journals among those that contributed significantly to this study.

From this table, the Journal of Cleaner Production stands out as the journal that contributes the most to this study, providing 10.81% of the articles reviewed. To integrate the textile industry with technology, the International Journal of Clothing Science and Technology is the journal that makes the second most significant contribution, with 8.11%. This could be due to the significant development of technology and its irruption in different industries in recent years. Then, the journals Multimedia Tools and Applications and Textile Research Journal contribute 5.41% of the articles. Finally, all the other journals have a contribution of 2.7% each.

Subsequently, we categorized the articles based on their potential applications in promoting sustainability within the fashion industry. The allocation of each article to a specific domain was achieved through extensive discussions and consensus among all the researchers involved in this study. The findings reveal that a majority of the reviewed articles focus on optimizing the supply chain, comprising 40.54% of the total articles. Following closely, 27.03% of the articles are dedicated to sustainable clothing design and sales. Reducing waste represents 18.91% of the articles, while data analysis contributes 13.52%. These insights are summarized in Table 5 .

Upon closer examination of the technologies used in the retrieved articles, artificial neural networks (ANNs) are the most frequently employed. Figure  3 illustrates the prevalent use of ANNs in various forms, including traditional multi-layer feed-forward neural networks, convolutional neural networks (CNNs) for image analysis, and generative adversarial networks (GANs) for image generation. Additionally, fuzzy logic and classical machine learning (ML) algorithms like k-means, random forests, and support vector machines are commonly featured. Other technologies, such as blockchain and the Internet of Things (IoT), are also utilized.

Distribution of articles by AI used over time. It was selected the most relevant technology used in each retrieved article

We also classified the articles based on the sector to which their contributions are oriented, including government, business, or customer orientation. Similarly, we categorized each article according to the sustainability dimension that best represents its contribution. In cases where an article could belong to more than one dimension or target sector, we selected the most representative one through consensus among all the researchers involved in this study.

The results regarding the sustainability dimension are summarized in Table 6 . These findings reveal that the majority of the articles are situated within the economic dimension, focusing primarily on measures aimed at satisfying the present and future needs of customers. Specifically, 41% of the reviewed articles fall within this dimension. Following closely is the environmental dimension, encompassing 35% of the articles. This sector is notable for its contributions related to waste management, control, and reduction, with several works dedicated to enhancing recycling practices. Lastly, the social dimension comprises 24% of the articles, driven by contributions aimed at improving accessibility and services

Regarding the target sector, the outcomes of this classification are detailed in Table 7 . The data indicates that the majority of the articles are business-oriented (84%), emphasizing sustainability measures implemented within company operations. These encompass actions concerning the supply chain, manufacturing processes, and design, all aimed at enhancing sustainability. In the second position is the customer sector (16%), focusing on initiatives aimed at improving the customer’s shopping experience while encouraging the consumption of sustainable products. Conversely, the government sector exhibits minimal relevance in this context (0%).

The summary of selected articles in terms of their main characteristics is presented in Table 8 . This data extraction table serves as a comprehensive guide to understanding the landscape of the research included in this review. It details key aspects such as the year of publication, methodologies employed, objectives, and key findings. This consolidation of information is designed to offer readers an easily navigable overview, thereby facilitating a deeper comprehension of the review’s scope, methods, and results.

4 Discussion

From the reviewed articles, it was possible to highlight four main application areas in which AI can help to improve sustainability in the fashion industry. Each of these is described below.

4.1 Supply chain optimization

The supply chain encompasses the entire process, from the creation of a product or service to its delivery to the end consumer. It can be visualized as a network [ 59 ] comprising human and material components, all striving to minimize costs and maximize efficiency without compromising the final product or service’s quality. However, real-world supply chains encounter numerous challenges [ 57 ], including shortages, delayed deliveries, and difficulties in adapting to changing market demands [ 57 , 60 ].

Sustainability has become a central theme in supply chains, especially within the fashion industry. However, many supply chains in this sector still need to become more sustainable [ 61 ]. AI offers a myriad of benefits to supply chains that would be otherwise unattainable [ 57 ]. It provides a range of tools applicable throughout the supply chain, from procurement and raw material processing to manufacturing, distribution, and final product delivery, all while promoting sustainability [ 62 ].

Numerous works have already incorporated AI to optimize supply chains. For instance, in Refs. [ 31 , 30 ], ML and ANNs, respectively, are proposed for classifying clothing categories. Both approaches achieved high accuracy rates (> 80%), correctly categorizing clothing and subcategories. Models like these enable fashion companies to automate classification tasks, ensuring organized and efficient product category management.

In the manufacturing domain [ 36 ], suggests using ML, specifically, support vector machine to detect common fabric defects, such as neps, broken ends, broken picks, and oil stains from images, obtaining high accuracy (> 98%). Similarly, in Ref. [ 33 ], CNNs are employed for color difference detection, a common defect in warp-knitted fabrics. The authors utilized the YOLO neural architecture and achieved real-time accuracy. These examples illustrate AI’s positive impact on sustainable apparel manufacturing, enhancing efficiency and resource optimization by identifying manufacturing faults and preventing defective garments from reaching consumers, ultimately reducing waste.

Continuing with manufacturing [ 52 ], proposes a ML-based system that combines dimensionality reduction techniques and k-means based on 3D scans to define adaptive morphotype mannequins. This innovative approach eliminates the need for predefined tables, ensuring garments better fit customers’ shapes, thus optimizing manufacturing resources.

AI can also be utilized to select the best components for garments. For example, in Ref. [ 27 ], an expert system is developed to identify and select the best type of cotton fiber for product creation, leveraging documented knowledge sources and customer experience. The system optimizes clothing manufacturing, reducing long-term costs and waste generation. Promising results were obtained through real case testing.

Likewise, in Ref. [ 25 ], ANNs are employed to discover the properties influencing burst strength and air permeability in single jersey knitted fabrics, as well as to predict these properties. In [ 32 ], ANNs are used to predict the relationship between drape parameters and fabric mechanical properties. These AI applications provide quantitative insights into material characteristics and their influencing parameters, facilitating resource optimization and high-quality garment and textile manufacturing.

In the first case, it was found that the burst strength of single knit fabrics is affected by fiber strength, fiber elongation, and fiber mean length. Similarly, air permeability is affected by fiber mean length, yarn twists per inch, yarn count and number of wales and courses. In the second case, bending, shear and aerial density were found to affect the drape parameters the most. In both cases, AI helped to understand quantitatively and in more detail the materials’ characteristics and the parameters that influence them.

In a complementary vein [ 22 ], employs ANNs to determine the optimal inventory level for finished products, considering setup costs, holding costs, material costs, and product demand. This optimization prevents overproduction of merchandise that may go unsold, ultimately reducing waste and resource expenditure.

In terms of resource and product distribution, AI also proves beneficial. For instance [ 58 , 43 ], utilize ANNs to address routing problems, optimizing distribution vehicle routes to minimize distances, reduce gas emissions, and ensure on-time product delivery based on real-time geographical context information.

Furthermore, in Ref. [ 23 ], a decision support model leverages fuzzy logic to predict on-time delivery chances in a complex supply chain environment, mitigating negative consequences of delivery variations, demand forecasting inaccuracies, materials shortages, and distribution lead time uncertainties.

Addressing supplier selection in sustainable supply chain management [ 47 ], presents an expert system for circular supply chains that manufacture, dispose of, and recycle, reducing costs and waste. The system combines multi-criteria decision-making, ML, and fuzzy logic to select the most suitable suppliers, as demonstrated in a real-world case study.

Finally, [ 46 ] introduces an expert system based on fuzzy logic to evaluate supply chain sustainability comprehensively. This system analyzes various aspects, including environmental, economic, policy, governance, participation, social issues, transparency, and leadership support, yielding a sustainability score that assists fashion companies in evaluating their operations and making decisions to achieve sustainability objectives.

Common limitations in these articles include the high data and processing demands of some AI approaches, such as those based on ANNs. Additionally, the reluctance to adopt this technology due to a lack of knowledge can hinder its widespread use. Nonetheless, these works collectively demonstrate AI’s substantial potential to optimize various aspects of a fashion company.

4.2 Design and sale of sustainable clothing

Sustainable fashion is often perceived as less exciting, of lower quality, or not aligned with the latest fashion trends [ 63 ]. Despite this misconception, the sustainable fashion industry and its products often struggle to gain market relevance [ 64 ]. However, AI emerges as a potentially valuable tool for sustainable fashion companies, aiding in both the design and promotion of clothing that aligns with current fashion trends [ 65 ]. These technologies can significantly contribute to driving the purchase and use of sustainable garments [ 66 ].

For instance, in Ref. [ 28 ], an application of Artificial Neural Networks (ANNs) is proposed to create a semi-autonomous intelligent system supporting designers during the creative process. This system leverages user preferences, fashion trends, seasonal data, and company constraints to make predictions and design suggestions.

Similarly, in Ref. [ 37 ], an expert system is employed to assess consumer perceptions of eco-style. The objective is to analyze consumers and gain deeper insights into eco-fashion and consumer perceptions, thereby ensuring the success of eco-fashion and sustainable product development.

Other works focus on analyzing the latest fashion trends to inform clothing design. In Ref. [ 50 ], machine learning methods are used to analyze trends from events like the New York Fashion Week, predicting new design patterns based on this data. Likewise, in Ref. [ 26 ], a fuzzy logic-based system is proposed to analyze fashion trends related to color and suggest new color combinations for manufacturers to consider. Both approaches have been evaluated and demonstrated their utility in supporting designers’ decision-making processes.

Design suggestion systems are also explored in Refs. [ 48 , 53 ], but with a twist. These works introduce Generative Adversarial Networks (GANs) to generate new clothing designs based on fashion trends and user purchasing data. What sets these systems apart is their ability to generate recommendations and graphical design suggestions. This innovation streamlines the design and manufacturing process, offering designers textual feedback and visual representations, significantly enhancing efficiency.

While these developments are instrumental in making sustainable fashion more appealing and aligned with current fashion trends, the ultimate goal of gaining market relevance hinges on increasing the attractiveness and accessibility of sustainable clothing for consumers. This can be achieved through technologies that promote sustainable clothing and improve the search and purchasing experience.

For instance, in Ref. [ 51 ], CNNs are employed to provide recommendations that consider not only customer preferences but also their social network. A similar approach is proposed in [ 55 ], which generates visual recommendations along with explanations for the recommendations. In Ref. [ 56 ], GANs are used to recommend complementary fashion items, assisting customers in completing their outfits by suggesting items that complement their selections.

Furthermore, in Ref. [ 54 ], a system is introduced to offer size recommendations, utilizing size tables and ANNs to create an intelligent sizing system. This system was tested in an Iranian store, resulting in time savings and increased customer satisfaction by assisting customers in selecting the right clothing size.

Continuing to enhance the shopping experience, a virtual try-on interface based on GANs is presented in Ref. [ 49 ]. This interface allows users to virtually try on clothes from the comfort of their homes, facilitating online shopping and providing a realistic visualization of how the clothes would appear when worn.

In conclusion, AI has the potential to reshape sustainable fashion by aligning it with current trends, enhancing the design process, and improving the shopping experience. This technology bridges the gap between sustainability and market relevance, making eco-friendly fashion more appealing and accessible to consumers.

4.3 Reducing waste

Effective waste management is critical for the fashion industry’s sustainability, especially considering its historical negative environmental impact [ 67 ]. Over recent years, the proliferation of fast fashion and a throwaway culture has led to a significant surge in textile production and consumption [ 68 ]. Unfortunately, the majority of textiles and clothing ultimately find their way into landfills, with only a small fraction being recycled, making textile waste a pressing global concern [ 69 ].

AI offers innovative solutions to address these waste management challenges. In Ref. [ 42 ], an intelligent knowledge-based system is applied to sustainable waste management. This comprehensive approach analyzes various facets of waste collection, transportation, and processing. Moreover, it considers critical dimensions of sustainable development, including well-being, health, clean water, and climate change.

Within the realm of supply chains [ 38 ], introduces an expert system aimed at waste management. This system focuses on the return of products at the end of their life cycle to various supply chain components for reuse and value recovery. Notably, it incorporates blockchain technology, enabling the transparent processing and recording of data across the entire product lifecycle, thus fostering a circular economy.

AI’s predictive capabilities are harnessed in waste prediction models like those seen in Refs. [ 44 , 45 ], both utilizing ANNs. By leveraging historical data, these systems provide more accurate waste generation predictions. Consequently, these insights empower the development of strategies to curtail waste, boost recycling rates, and promote sustainability.

AI-driven waste classification is a rapidly advancing field. For instance [ 40 ], presents a methodology reliant on CNNs for classifying different fiber materials, even when confronted with limited data. Similarly Ref. [ 41 ], demonstrates the effectiveness of CNNs in classifying various materials, including glass, paper, plastic, and organic matter, using images generated from smartphones.

Taking waste sorting to the next level [ 39 ], combines CNNs with robotic technology. Equipped with sensors and mechanical grippers, a robot continuously monitors waste flow and autonomously performs sorting tasks. The practical deployment of this system in a major Spanish waste sorting plant underscores its industry relevance and potential for efficient waste management.

In summary, AI presents a powerful toolkit for addressing the fashion industry’s waste management challenges. These innovative applications not only offer solutions for sustainable waste disposal but also align with broader sustainability goals. By leveraging AI for waste prediction, classification, and intelligent systems, fashion companies can not only reduce their environmental impact but also enhance their operational efficiency. These advancements underscore the transformative role of AI in promoting sustainability within the fashion industry, emphasizing the path towards a more eco-friendly and responsible future.

4.4 Data analysis

Data analysis plays a pivotal role in the fashion industry, offering valuable insights and predictive capabilities that can be harnessed to drive sustainability efforts [ 57 , 70 , 71 ]. Customer segmentation, as demonstrated in studies like [ 21 , 24 ], allows fashion companies to gain a deeper understanding of their customer base. By tailoring strategies to specific market segments, these companies can effectively promote and sell sustainable clothing to a diverse range of consumers.

Moreover, predictive analytics, exemplified in research such as Refs. [ 29 , 34 ], empowers fashion businesses to make informed decisions and anticipate market trends. Sales predictions and style forecasting enable these companies to optimize inventory management, streamline supply chains, and proactively address future challenges, all of which are essential for sustainable fashion practices.

In the context of sustainable fashion, studies like [ 35 ] shed light on consumer behavior and attitudes towards sustainability. By utilizing ML techniques to analyze consumer responses, these studies reveal valuable insights into consumer knowledge and preferences regarding sustainable clothing. The findings underscore the importance of educating consumers about sustainable fashion practices and strategies to encourage their adoption.

In sum, data analysis serves as a powerful tool for fashion companies striving to enhance sustainability. From customer segmentation to predictive analytics, these data-driven approaches empower the fashion industry to make informed decisions and tailor strategies that promote sustainable clothing consumption and production. This underscores the potential of data analysis in driving positive change within the fashion industry.

4.5 Limitations of the study

One notable limitation of this study is its primary reliance on existing literature and readily available sources. This approach may inadvertently omit certain non-academic, ongoing, or unpublished works that could potentially contribute valuable insights to the field of AI in sustainable fashion. Nevertheless, it is worth noting that a comprehensive array of relevant online sources was diligently incorporated, making a concerted effort to ensure that the findings presented in this paper offer a representative and meaningful overview.

Furthermore, this study primarily operates at a high-level examination of the contributions of AI within the sustainable fashion industry. This means that it provides a broad overview and general insights into how AI is being applied to promote sustainability in the fashion sector. However, it may not encompass the intricate details and specific nuances that some readers, particularly those looking for in-depth technical or sector-specific information, may seek.

5 Conclusions

This study aimed to assess the application of Artificial Intelligence (AI) in the fashion industry to promote sustainability. To achieve this goal, we conducted a systematic review of 37 articles sourced from relevant online publications. These articles were subsequently reviewed and analyzed.

The analysis of the selected articles unequivocally demonstrates that AI plays a pivotal role in the fashion industry’s transition towards sustainable development. The findings underscore a multitude of contributions that can be harnessed across various facets of the fashion industry, encompassing supply chain optimization, sustainable clothing design and sales, waste management and control, and data analysis.

Our analysis reveals the pervasive presence of ANNs as the primary technological cornerstone in the integration of AI within the fashion industry. ANNs, with their versatile capabilities, occupy a central role across a diverse array of applications. These encompass but are not limited to waste classification, where ANNs excel in their ability to accurately categorize materials. Furthermore, they play a pivotal role in garment defect detection, swiftly identifying and rectifying manufacturing flaws. In addition, ANNs significantly contribute to the augmentation of sustainable clothing design and production, ensuring that the industry’s environmental footprint is minimized.

Moreover, our investigation uncovered a balanced distribution among sustainability dimensions in the reviewed articles. The majority of contributions are situated within the economic dimension, prioritizing the fulfillment of current and future customer needs. Subsequently, the environmental dimension encompasses a significant portion of articles, primarily focusing on responsible waste management and the promotion of recycling. Finally, the social dimension concentrates on creating accessible environments and providing services that cater to diverse market needs.

The articles predominantly targeted the business and customer sectors. In the business sector, contributions primarily centered on improving garment manufacturing, design, and handling processes. Conversely, the customer sector emphasized equipping users with tools to encourage the purchase of sustainable products while ensuring a delightful and attractive shopping experience. Notably, there were no significant contributions directed towards the government sector.

However, it’s crucial to acknowledge the limitations encountered on this journey towards AI-driven sustainability in fashion. One notable challenge lies in the substantial volume of data required to train neural networks effectively. Acquiring and managing extensive datasets, especially in a domain as dynamic as fashion, can prove daunting. The fashion industry also faces the cost considerations associated with the implementation of AI technologies. These investments encompass not only the acquisition of cutting-edge hardware and software but also the training and upskilling of personnel to harness the full potential of AI systems.

6 Future work

As of 2023, the landscape of AI has undergone a remarkable surge in popularity, marking a global trend like never before. This surge has permeated various industries, including fashion, where AI’s transformative potential is becoming increasingly evident. Therefore, for future research endeavors, it is highly advisable to conduct a dedicated review with a specific focus on the developments and impacts witnessed in this pivotal year.

An exploration centered around the year 2023 can shed light on how this unprecedented surge in AI’s popularity has resonated within the fashion industry. This examination can provide valuable insights into how the fashion sector has harnessed the momentum of AI, whether it be through innovative applications, novel solutions, or heightened integration. Such a study can also help identify emerging trends, challenges, and opportunities unique to this period, offering a comprehensive view of the industry’s trajectory.

Moreover, a complementary study centered around 2023 would not only serve as a testament to the dynamism of AI but also provide an invaluable perspective for researchers, businesses, and stakeholders seeking to navigate the evolving landscape of AI-driven sustainability in fashion. It can illuminate how the fashion industry has adapted and innovated in response to the surge in AI adoption, potentially uncovering novel strategies and best practices for sustainable growth and development.

Data availability

Data sharing not applicable to this article as no datasets were generated or analysed during the current study.

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Evaluation and trend of fashion design research: visualization analysis based on CiteSpace

• Yixin Zou   ORCID: orcid.org/0000-0002-1880-6382 1 ,
• Sarawuth Pintong 2 ,
• Tao Shen 3 &
• Ding-Bang Luh 1  

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Fashion or apparel refers to a topic discussed publicly as an indispensable discipline on a day-to-day basis, which has aroused rising attention from academic sessions over the past two decades. However, since the topic of fashion design covers knowledge in extensive ranges and considerable information, scholars have not fully grasped the research field of fashion design, and the research lacks directional guidance. To gain more insights into the existing research status and fronts in the fashion design field, this study conducts a quantitative literature analysis. The research of this study is conducted by employing CiteSpace technology to visualize and analyze 1388 articles regarding “fashion design” in the Web of Science (WOS) Core Collection. To be specific, the visualization and the analysis concentrate on the annual number of articles, author collaboration, institutional collaboration, literature citations, keywords clustering, and research trend evolution of the mentioned articles. As highlighted by this study, the effect of the US and the UK on academic research in fashion design is relatively stronger and extensive. Sustainable fashion refers to the research topic having aroused more attention since 2010, while new research topics over the past few years consist of “wearable fashion”, “transgender fashion” and “medical fashion”. The overall research trend of fashion design is developing as interdisciplinary cross research. This study systematically reviews the relevant literature, classifies the existing research status, research hotspots and frontier trends in the academic field of “fashion design”, and presents the knowledge map and information of literature for researchers in relevant fields.

Introduction

In academic research and writing, researchers should constantly search relevant literature to gain systematic insights into the subject area (e.g., the major research questions in the field, the seminal studies, the landmark studies, the most critical theories, methods and techniques, as well as the most serious current challenges). The process to answer the mentioned questions refers to an abstract process, which requires constant analysis, deduction and generalization. Any literature emerging over time may be critical, any research perspective may cause novel inspiration, and any detail can be the beginning of the subsequent research. However, when literature is being sorted and analyzed, if judgment only complies with personal experience, important literature will be inevitably missed, or the research direction will be lost in the research. For the process of conducting literature analysis, Hoover proposed that the quantitative methods of literature represent elements or features of literary texts numerically, applying effective, accurate and widely accepted mathematical methods to measure, classify and analyze literature quantitatively (Hoover, 2013 ). On this basis, literary data and information are more comprehensively processed. Prof. Chaomei Chen developed CiteSpace to collect, analyze, deliver and visualize literature information by creating images, diagrams or animations, thereby helping develop scientific knowledge maps and data mining of scientific literature. Knowledge visualization primarily aims to detect and monitor the existing state of research and research evolution in a knowledge field. Knowledge visualization has been exploited to explore trends in fields (e.g., medical, management science, biomedicine and biotechnology).

However, the international research situation in fashion design has not been analyzed by scholars thus far. Fashion, a category of discourse, has been arousing scholars’ attention since the late nineteenth century (Kim, 1998 ). In such an era, fashion is recognized by individuals of all classes and cultures, and it is publicly perceived. The field of fashion design is significantly correlated with people's lives (Boodro, 1990 ), and numerous nations and universities have long developed courses regarding fashion design or fashion. Besides, the development of fashion acts as a symbol of the soft power of the country. The discussion on fashion trend, fashion designer, fashion brands, artwork and other topics in the society turns out to be the hotspot discussed on a nearly day-to-day basis, and the discussion in the society even exceeds the academic research. However, the academic research of fashion design refers to a topic that cannot be ignored. The accumulation and achievements of academic research are manifested as precipitation of knowledge for developing the existing fashion field, while significantly guiding future generations. Studying the publishing situation and information in fashion design will help fashion practitioners or researchers classify their knowledge and provide them with novel inspiration or research and literature directions.

This study complies with the method of quantitative literature analysis, and CiteSpace software is adopted to analyze the literature in fashion design. Through searching web of science (WOS) Core Collection, 1388 articles regarding “fashion design” are retained. Co-citation, co-authoring and co-occurrence analysis refer to the major functions of CiteSpace. This study analyzes the articles regarding “fashion design”, and the focus is placed on the annual publication volume, author collaboration, institutional collaboration, national collaboration, literature citations, keyword co-occurrence, keyword clustering, and the research evolution, and visualized the literature and research as figures of these articles. The results here are presented as figures. This study provides the fronts knowledge, the current research status research, the hotspots and trends in fashion design research.

In this study, CiteSpace technology is adopted to analyze all collected literature data. CiteSpace, developed by Professor Chaomei Chen, an internationally renowned expert in information visualization at Drexel University, USA (Wang & Lu, 2020 ), refers to a Java application to visually analyze literature and co-citation networks (Chen, 2004 ). CiteSpace is capable of displaying burst detection, mediated centrality and heterogeneous networks regarding literate information. Visual analysis of the literature by using CiteSpace covers three functions, i.e., to identify the nature of specialized research frontiers, to label and cluster specialized research areas, as well as to identify the research trends and abrupt changes based on the data derived from the analysis. CiteSpace provides a valuable, timely, reproducible and flexible method to track the development of research trends and identify vital evidence (Chen et al., 2012 ).

To analyze the existing status of research and publications on the topic of “fashion design” in academia and different nations, the “Web of Science” (WOS) database is adopted as the data collection source here. Web of Science provides seamless access to existing and multidisciplinary information from approximately 8700 of the most extensively researched, prestigious and high-impact research journals worldwide, covering Science Citation Index (SCI) Social Science Citation Index (SSCI), as well as Arts and Humanities Citation Index (A&HCI) (Wouters 2006 ). Its vital feature is that it covers all article types, e.g., author information, institutional addresses, citations and References (Wouters 2006 ). Research trends and publications in specific industry areas can be effectively analyzed.

To be specific, the “Web of Science Core Collection” database is selected in Web of Science and the indexing range includes SCI, SSCI, A&HCI, CPCI-S, CPCI-SSH, BKCI-S, BKCI-SSH, ESCI databases. This step aims to expand the search scope of journals and search a maximal amount of relevant literature. A “subject search” is adopted, covering the search title, the abstract, the author and the keywords. There have been other areas of research on clothing or textiles (e.g., textile engineering and other scientific research areas). However, in this study, to ensure that the topic of analysis is relevant, the subject search is conducted by entering “fashion design” or “Costume design” clothing design”, or “Apparel design”, and only academic research regarding fashion design is analyzed. To ensure the academic nature of the collected data, the search scope here is the “article” type. The time frame was chosen from 2000 to 2021 to analyze the publications on “fashion design” for past 21 years. After this operation, the results of the search were filtered two times. The search was conducted until September 23, 2021, and 1388 articles were retained on the whole.

All bibliographic information on the pages was exported into text format and subsequently analyzed with CiteSpace software. Retrieved publications were filtered and copies were removed in CiteSpace to ensure that the respective article is unique and unduplicated in the database. 1388 articles filtered down from 2000 to 2021 were analyzed in all time slices of 1 year, and most of the cited or TOP 50 of the respective item were selected from each slice.

Results and Discussion

Publications in the last 21 years.

The publication situation of WOS database with “fashion design” as the theme from 2000 to 2021 shown in Fig.  1 . On the whole, the number of articles published on the theme of “fashion design” is rising from 2000 to 2007, the number of articles published each year is almost identical, and the number of articles published in 2008–2009 is slightly increasing. The second wave of growth is in 2011, with an increase about 60% compared with the number of publications in 2010, and it has been rising year by year. 2017 is the peak year with a high volume of 171 publications. 2018 shows another decline, whereas over 100 publications remain. 2018, 2019 and 2020 show continuous growths again. As of September 2021, the number of publications in 2021 is 77. Although the number of articles declines in 2018, the overall number of articles over the past 2 decades is still rising. The reason for the low number of publications around year of 2000 is that fashion as a category of discourse has aroused the attention of scholars from the late nineteenth century (Kim, 1998 ). The year-on-year increase is explained as research on fashion is arousing rising attention from scholars. The significant increase in research papers regarding “fashion design” in 2016 and 2017 is that around 2016, and the fashion industry has been impacted by technological developments. Moreover, the way in which design and clothing made has incorporated considerable technological tools (e.g., 3D printing and wearable technology).

Total publications and sum of times cited from 2000 to 2021 according to the web of science. Data updated to September 2021

Author co-authorship analysis

The knowledge map of cited authors based on publication references can present information regarding influential research groups and potential collaborators (Liang, Li, Zhao, et al., 2017 ). The function of co-authorship analysis is employed in CiteSpace to detect influential research groups and potential collaborators. Citespace can calculate the most productive authors in related fields. Table 1 shows that the most productive authors, which related with fashion design theme.

The author with the maximal number of publications is Olga Gurova from Laurea University of Applied Sciences in Helsinki (Finland). Her research area has focused on consumer nationalism and patriotism, identity politics and fashion, critical approach to sustainability and wearable technology and the future. Sustainable design has been a hotspot over the past decade and continues to be discussed today, and wearable technology has been a research hotpot in recent years. Olga Gurova is in first place, thereby suggesting the attention given to the mentioned topics and studies in society and fashion area. The second ranked author is Marilyn Delong from University of Minnesota (The USA). The research area consists of Aesthetics, Sustainable apparel design, History and Material Culture, Fashion Trends, Cross-cultural Influence on Design, as well as Socio-psychological aspects of Clothing. The author with the identical number of 7 publications is Kirsi Niinimäki from Aalto University (Finland). Her research directions consist of sustainable fashion and textiles, so her focus has been on the connection between design, manufacturing systems, business models and consumption habits.

For Caroline Kipp, her research area includes modern and contemporary textile arts, decorative arts and craft, craftivism, jacquard weaving, French kashmere shawls, as well as color field painting. For Nick Rees-Roberts, his research area includes fashion film, culture and digital media. Veronica Manlow from Brooklyn College in the Koppelman School of Business (USA.) The research field consists of creative process of fashion design, organizational culture and leadership in corporate fashion brands. Kevin Almond has made a contribution to creative Pattern Cutting, Clothing/Fashion Dichotomies, Sculptural Thinking in Fashion, Fashion as Masquerade. Hazel Clark, and his research field covers fashion theory and history, fashion in China, fashion and everyday life, fashion politics and sustainment. As revealed from the organization of the authors' work institutions and nations in the table, most of the nations with the maximal frequency of publications originate from the US, thereby revealing that the US significantly supports fashion design research. In general, the research scope covers fashion design, culture, mass media, craft, marketing, humanities, technology and etc. Based on the statistics of authorship collaboration, this study indicates that scholars from the US and Finland take up the top positions in the authorship publication ranking.

Moreover, Fig.  2 shows the academic collaborations among authors, which are generated by selecting the unit of analysis, setting the appropriate thresholds. The distance between the nodes and the thickness of the links denote the level of cooperation among authors (Chen & Liu, 2020 ). The influential scholars and the most active authors have not yet developed a linear relationship with each other, and collaborative networks have been lacked. It is therefore revealed that the respective researcher forms his or her own establishment in his or her own field, whereas seldom forms collaborative relationships. Thus, this study argues that to improve the breadth and depth of the field of fashion design research, the cooperation and connections between authors should be strengthened (e.g., organizing international collaborative workshops, joint publications and academic conferences) to up-regulate the amount of knowledge output and create more possibilities for fashion research.

Author collaboration network

Institution co-authorship analysis

The number of articles issued by the respective institution and the partnership network are listed in Table 2 .

Figure  3 shows the collaborative relationships among research institutions, while the distance between nodes and the thickness of links represents the level of collaborative institutions. The size of the nodes represents the number of papers published by the institutions, while the distance between the nodes and the thickness of the links indicates the level of cooperation between the institutions.

Co-relationships between nations in “fashion design” research

As indicated from the Table 2 , most of the top ten publishing institutions are from the UK and the US, and two universities in the UK rank first and second with more than 20 publications, and most of the institutions are from the UK, thereby demonstrating that the UK's achievements and effect in the field of fashion are far more than other nations. According to the cooperation network between institutions, there are 5 main cooperation networks. First, London College of Fashion, achieving the most number of articles, and there are 8 institutions cooperating with London College of Fashion, among which the closest cooperation is with Parsons Paris Sch Art & Design in the US, whose more influential areas of articles are consumers behavior, unisex clothing, third gender, communicating sustainability, real installation, Italian fashion system, global market, local culture, knitwear and textile design, international scenario, conventional craft methodologies, innovative potential, as well as 3D software application.

The second network of partnerships concentrates on University Arts London as the central node, with frequent collaborators (e.g., Center St Martins Coll Art & Design, Loughborough University Technology, Hut Grp, Sothebys Inst Art, Project Mobile Ising Sexual Hlth, De Montfort University, University of Southampton, Royal Soc Arts, Royal Coll Art). The more influential areas of publication are: electric corset, future histories, clothing sustainability, south Asian youth culture, textile patterning technique, hybrid functional clothing, UK fashion upcycling businesses, rematerializing crafting understanding, fashion designers apprentice, design ethnography approach, developing apparel design guideline and so on.

The third collaborative network is formed by Aalto University, DongHua University, University Southern Denmark, and other institutions, with more influential publications below: haring clothe; fashion designer; Chinese ethnic minority; design recipe; clothing carbohydrate binge; training design researcher; fashion design; traditional handicraft, etc.

The fourth cooperation network consists of Hong Kong Polytechnic University, Ryerson University, Queensland University of Technology, Tsinghua University, York University, Art Comm China Fashion Associate, and other institutions. The influential publications areas are: Zhongshan suit; creative application; clothing design; Chinese male; medical moment; menswear design preference; cross-national study; aesthetic aspect; evaluative criteria; disease prevention.

The fifth network organized by University Minnesota Sch Design, Seoul Natl University, Cornell University, University Calif Davis, University North Carolina Greensboro, Colorado State University and others, with the influential research areas if sustainable apparel design practice, sustainable clothing, female users’ perspective, up-cycling design process; apparel design education; strategic ambiguity effective instructional tool, as well as apparel design.

It is noteworthy that: (1) although the University of Leeds has the maximal number of papers, it has not formed a collaborative network with the University of Leeds in the analysis of collaborative relationships; UK institutions have achieved prominent research results, but in the analysis of the number of author papers, and most of the authors with more papers originate from the US. In brief, British institutions, especially university institutions, generally achieve a high level of research, whereas there are fewer authors with a particularly high number of publications. (2) Asian culture covering South Asian youth culture and Chinese fashion culture appear 3 times in the research network as one of the important research areas that combine fashion and culture. (3) Moreover, the respective sub-network has exchanges and cooperation with universities or institutions from other nations, whereas the distance between the sub-networks is long. It indicates that the self-networks have not yet formed a unified network structure among each other, and are only active within their own groups. The issuing institutions that enter the top ten are nearly universities, which acts as the main power of academic articles punishment, and few other institutions (e.g., companies or social organizations). Accordingly, the cooperation between institutions should be boosted. It is necessary to exploit their strengths and advantages, expand the research field and research scope, and make more contributions to the research on “fashion design” topic.

Country co-authorship analysis

Table 3 lists the studies status on “fashion design” in different nations. The US has the maximal number of publications with 257 articles, followed by the UK with 226 articles.

Figure  4 shows the co-relationships between differently nations. The nodes in the Fig.  4 represent nations, and their sizes indicate the number of articles from different nations. The distance between the nodes and the thickness of the links represents the level of cooperation between nations. The purple rings of the purple nodes indicate high centrality, which means that the mentioned nodes are key points connecting different parts of the network. The thicker the purple ring, the higher the centrality of that node. With the U.S. as the centrality degree, it links France, Lebanon, Scotland, Nigeria, Italy, Ireland, South Korea, Thailand, England, the People’s Republic of China, Sweden, Turkey, Canada, Netherlands, Finland, Switzerland, Australia, 17 nations in total. With the U.S. as the centrality degree, it links France, Italy, Brazil, Scotland, Denmark, Thailand, South Africa, Turkey, Australia, Sweden, Wales, the People’s Republic of China, North Ireland, Sweden, Canada, Netherlands, Finland, Switzerland, Germany, Egypt, America, a total of 22 nations are linked. Although the previous information on the volume of publications by institutions shows that institutions in the UK nations are dominant. However, the total volume of publications compared, the US is higher than the UK, thereby demonstrating that some other institutions or organizations besides universities also contribute to the volume of publications. Furthermore, as revealed from the degree of crossover of the cooperation network in Fig.  5 , except for the UK and the US, there is but not close cooperation and connection between other nations, the nodes are far away, and the more prominent node centers are the US and the UK. This leads to the conclusion that nations should strengthen the intensity and density of cooperation and enhance their influence in fashion design research.

Linking relationships between nations

Cited references network among the literature

As indicated from the analysis of the previous network of authors, collaborating institutions and collaborating nations, the research results are more superior in the US and the UK. However, given the research statistics issued by WOW Travel in 2019, the top 10 influential nations in the field of fashion consist of the USA, the UK, Italy, France, Japan, Netherlands, Germany, Spain, the People' Republic of China, including Korea. This phenomenon is likely to be attributed to the different language systems of nations other than the UK and the US, and that some of the mentioned nations have their own search databases for articles. For this reason, the publication data are not retrieved. Other nations should actively publish in English or international academic journals to expand their effect on the international research field, not only in fashion trends or arts work creation.

Co-scholar study based on cited references

The literature can be termed a knowledge base, as well as a source of knowledge and ideas. A novel research cannot be outputted without the contribution of knowledge from previous authors, as well as the insights into and mastery of the literature. Co-scholar analysis builds a literature co-citation network by selecting several representative studies as the object of analysis. Vital references in a specific research area can be detected, and a knowledge graph of cited authors by complying with published references can present information regarding influential research field and knowledge. Table 4 shows the most distribution of the references in fashion design theme. Figure  5 is an analysis of the highly cited literature network. Describe and summarize the high-cited literature based on the information in the two charts.

The node density is 0.00313 for cited reference network, thereby illustrating that fewer links and co-citations among the literature. For the citation status of the respective literature, the analysis begins with the work of Fletcher Kate, appearing more frequently in the table, Fletcher Kate’s 2016 book “ Craft of use: post-growth fashion ” pertains to label 0 “fashion system”. The book explores “craft of use”, using ingenious ideas and practices to make garments/fabrics present as an alternative, dynamic, experiential framework for articulating and promoting sustainability in the fashion world (Fletcher, 2016 ). Fletcher, 2012 and Fletcher and Tham, 2014 pertain to the identical cluster 6. Fletcher Kate’s 2012 “ Fashion Sustainability ” counting 12 times, with ranking No.1 in Table 4 . The book’s contents about fashion sustainability in three main parts, i.e., fashion products, fashion system, as well as fashion design practice (Fletcher, 2012 ). According to the graph, Fletcher Kate's book exhibits a high frequency in the citation network and overall citation. The book from Fletcher ( 2008 ) talking about sustainable fashion and clothing, which has the second maximal citation, frequency of 9. The book is primarily concerned with sustainable fashion and sustainable design. Routledge handbook of sustainability and fashion, published in 2014. The major contents focus on sustainability, and fashion recognizes the complexity of aligning fashion with sustainability. It explores fashion and sustainability at the levels of products, processes and paradigms, while employing a truly multi-disciplinary approach to critically question and suggest creative responses to issues, i.e., Fashion in a post-growth society, Fashion, diversity and equity, Fashion, fluidity and balance across natural, social and economic systems, social sciences, arts and humanities interested in sustainability and fashion (Fletcher and Tham, 2014 ). Fletcher Kate made prominent contributions to fashion sustainable design and sustainable development.

The third most frequently cited book is Manzini’s ( 2015 ) book " Design, When Everybody Designs ", with eight citations. It presents Design and social Innovation, Collaborative organizations and encounters, Design ways and Design for novel cultures (Manzini, 2015 ). The ideas of social innovation design and sustainable design are presented.

The journal of “You are what you wear: How plus-size fashion figures in fat identity formation” from Lauren Downing Peters, takes up the third place in terms of frequency of citations. The research regarding fat identities are formed through the intimate practices of self-fashioning and via social channels (e.g., shopping and fashion blogging), thereby bridging the fields of fat studies and fashion studies. It also considers issues of performativity and is reflected as a situated bodily practice. Fashion design is combined with humanistic care (Peters, 2014 ).

The book Fashion and Culture: Cultural Studies, Fashion Studies, from SB Kaiser, 2012 be cited 7 times. The main topic is the integration of fashion, design and culture (Kaiser, 2012 ). Jenss ( 2016 ), Fashion Studies: Research Methods, Sites, and Practices , is cited 6 times. The book explores fashion in wide-ranging contexts by stressing material culture and ethnographic approaches in fashion studies. Ryan ( 2014 ), Garments of Paradise: Wearable Discourse in the Digital Age, research about the wearable fashion based on the new era (Ryan, 2014 ). Fashion design industry impressions of current sustainable practices , 2014, Noël Palomo-Lovinski, the article explores professional fashion designers' understanding and awareness of current sustainable design (Palomo-Lovinski & Hahn, 2014 ).

As revealed from the analysis of the co-cited literature, the literature and research areas arousing more attention in the fashion design area from 2009 to 2016 consist of fashion sustainable design and sustainable development, fashion humanities, fashion design strategies, wearable technology, fashion and culture, and Chinese fashion.

Co-occurrence analysis for the research frontier and trends

Hot research topics.

A research hotspot refers to a research issue or topic explored by a relatively large number of articles that are intrinsically linked within a certain period. The keywords are the authors' high distillation and summary of the core content of the article, reflecting the research value and direction of the article. Keywords achieving high frequency are generally exploited to identify the hot issues in a research field. The noun phrases extracted from the article can also represent the hotspot of research in a particular field to a certain extent. Clustering analysis of keywords is performed by CiteSpace software to generate keyword clustering knowledge graphs (Hu et al., 2019 ). The mentioned clusters reflect the last 21 years of topics in fashion design research (shown in Fig.  6 ).

Co-citation clusters about “fashion design” theme

The silhouette scores of the major cluster that were focused on in the review were sufficiently high. Analyzing the size of clusters by Silhouette and size, and the cluster labels could be defined by log-likelihood ratio (LLR) to explain the term contained in. The top 10 keywords in the respective cluster are summarized in the Table 5 .

As indicated from the analysis of the keywords in the respective cluster, the research content of the respective cluster overlaps with each other. However, international research in the “fashion design” field can be summarized as eight major research fields: “Skill/Tools/Technologies/Material with fashion innovation”, “Wearing class and Art”, “Sustainable fashion”, “fashion design/ fashion designer and arts work”,” Education”, “fashion industry and business”, “fashion with culture”, “Medical fashion”.

(1) Skill/ Technologies/Materials with fashion design innovation. The common label that appears are: Wearable new materialism; technological innovation, wearable technologies, future mode, digital exploration, digital design, technological innovation, smart material systems. Promoted by the rapid development of society and science and technology, interdisciplinary learning and research has also emerged in the fashion industry. Innovative design, fabric innovation or innovative display combined with high-tech, novel materials and virtual or digital industries turns out to be a novel topic of great interest in the fashion industry (Barati, Karana, & Hekkert, 2019 ; Burns, 2022 ; Bower & Sturman, 2015 ; Chuah, Rauschnabel, Krey, et al., 2016 ; Feng, 2020 ; Ferrara, 2019 ; Huang, Tang, Liu, et al., 2018 ; Juhlin, 2015 ; Rocamora, 2017 ; Smelik, 2018 ; Smelik et al., 2016 ; Ünay & Zehir, 2012 ).

(2) Wearing culture and Arts. The common labels consist of dressing strategies, transgender fashion, men fashion, human right, accessorizing bodyscape, popular art, applied art. It focuses on different types of people, human rights and humanistic concerns, including unisex fashion. The collection is designed and worn with a mix of different arts, cultures and trends, as well as regional dress cultures, such as Chinese. The collection is inclusive of fashion and highly integrated with art (Chance, Camilleri, Winstone, et al., 2016 ; Geczy & Karaminas, 2011 ; Hancock, Johnson-Woods, & Karaminas, 2013 ; Martin, 1999 ; Mocenco, Olaru, Popescu, et al., 2016 ; Nelson & Hwang, 2019 ; Sabine Linke, 2013 ; Tullio-Pow, Yaworski, & Kincaid, 2021 ; Vainshtein, 2012 ).

(3) Sustainable fashion. Including the labels of sustainability knowledge, sustainable fashion, sustainable practice, communicating sustainability, sustainability knowledge, sustainable consumption, etc. Sustainable development and sustainability are a hotspot of discussion in academia. Sustainable fashion, i.e., Eco-fashion, refers to part of a growing design philosophy and sustainable design trend aiming to create a sustainable system capable of supporting environmental, socially responsible and sociocultural aspects (Aakko & Koskennurmi-Sivonen, 2013 ; De Brito, Carbone, & Blanquart, 2008 ; Fletcher, 2013 ; Gordon & Hill, 2015 ; Gwilt, 2020 ; Henninger, Alevizou, & Oates, 2016 ; Lundblad & Davies, 2016 ; Mukendi, Davies, Glozer, & McDonagh, 2020 ; Niinimäki, 2013 ; Shen, 2014 ; Wang & Lu, 2020 ).

(4) Fashion design, fashion designer and arts work. As the fundamental topic in fashion design field, the labels consist of design strategies, young fashion designer, costume design, South Korean contemporary fashion design, China fashion design, etc. Is the research about the characteristics of fashion in different historical stages, region, area, culture and style study (Bugg, 2009 ; Chang & Lee, 2021 ; Creigh-Tyte, 2005 ; Kawamura, 2004 ; Kim & Farrell-Beck, 2005 ; Larner & Molloy, 2009 ; Ling et al., 2016 ; Millspaugh & Kent, 2016 ; Park, 1993 ; Sterlacci, 2019 ).

(5) Education. Responsible fashion business education, teaching system, fashion design course, interactive teaching, fashion entrepreneurship education, etc. Educational methods have constantly been a vital topic required to be discussed, and teaching methods and concepts have been reformed and innovated to respond to social and economic development, as well as to the constant innovation of knowledge, skills and cultural heritage (Armstrong & LeHew, 2013 ; Faerm, 2012 ; Fletcher, 2013 ; Lee & Sohn, 2011 ; Stensaker, 2007 ).

(6) Fashion industry and business. In modern commodity society, the concept of fashion is more than a way of life and an inner state of mind. People's pursuit of fashion will change the existing mode of life and behavior, thereby constantly creating new demands. Accordingly, the emergence of new products is promoted, as well as the development of novel industries. Fashion products are not only characterized by commercial products, but also help create a fashion industry chain and huge economic benefits for its high added value, easy dissemination and wide circulation (Guercini & Runfola, 2010 ; Pal & Gander, 2018 ; Pedersen, Gwozdz, & Hvass, 2018 ; Şen, 2008 ; Shamsuzzoha, Kankaanpaa, Carneiro, et al., 2013 ; Todeschini, Cortimiglia, Callegaro-de-Menezes, & Ghezzi, 2017 ).

(7) Fashion with culture. The labels include cultural heritage, traditional craft methodologies, new vision, cultural identity, cultural knowledge, etc. Understanding the effect of culture on the fashion industry and design creation gives insight into the style of fashion people want. For the identical reason, fashion impacts the way we live. Fashion is impacted by changes in culture (e.g., modernization, art, and even innovative technology). It is noteworthy that fashion is created by people living in different cultures and places. If one wants to understand fashion, one should be aware of the cultures of different places (e.g., traditional cultures, cultural heritage, new cultural contexts, and cross-cultural exchanges) (Fillin-Yeh, 2001 ; Jansen, 2014 ; Ko & Lee, 2011 ; Roche, 1996 ; Rocamora, 2017 ; Woodside & Ko, 2013 ; Zou and Joneurairatana, 2020a , b ).

(8) Medical fashion, the labels (e.g., mask making, world view, disease prevention, wearable development and fashioning masks). The medical area fashion is listed as a separate field because of the specificity and timing of this field. Since the outbreak of Covid-19 in 2020, the concern for health and disease worldwide has become an essential topic, and almost every research area has a connection with medical care, as impacted by such a general trend and environment, led to developments in the field of “medical care fashion” (e.g., the development of new materials, masks and protective fashion). In addition, due to the development of “human centred design” thinking, the current fashion industry not only pays attention to the creation of artistic works, but also pays more attention to humanistic care. The needs of special groups have also attracted the attention of the fashion industry, such as disabled people, etc. (Kim, et al., 2021 ; Koenig & Carnes, 1999 ; Li & Yim, 2021 ).

Keywords with the strongest citation bursts

Keywords with the strongest citation Bursts can be exploited to reflect the main research content of a research topic over time, and also to reflect the research trends in a certain time period. The tracking and identification of research trends can offer researchers information regarding the changes in research hotspots in the field of specialization, and can provide relevant inspiration and information for researchers in the field. Research frontiers are emerging theoretical trends and new topics that can be synthesized and judged in CiteSpace based on analysis of keywords with the strongest citation bursts (Li & Wang, 2018 ).

After running the CiteSpace software, 13 keywords with maximal citation bursts were obtained (shown in Fig.  7 ).

Top 13 keywords with the strongest citation bursts in “fashion design” area

In this study, the research scope is selected from 2000 to 2021, and the strongest citation bursts are concentrated after 2010. The mentioned consist of identity, culture, fashion trend, popular culture, design process, education, design practice, craft, etc. Moreover, the analysis of the strongest citation bursts complies with the following noteworthy points:

The topic of sustainable fashion has burst on the scene three times over the last decade, i.e., in 2015 for “sustainable design”, in 2015 for “sustainability”, as well as in 2018 for “sustainable fashion”. The evolution of sustainable fashion can be identified in the shift from “sustainable production” to “sustainable fashion” concepts. In the wake of the world's biggest ever garment industry disaster, the collapse of the Rana Plaza factory in Bangladesh, having caused death of over 1100 people (Rahman, 2014 ) the fashion movement by complying with the concept of “sustainability” is fading massively, which reveals an increased interest in sustainable fashion and ethical practices in the fashion industry (Westervelt, 2015 ). As sustainability turns out to be a “megatrend” (Mittelstaedt, Shultz, Kilbourne, et al., 2014 ), the fashion field has changed dramatically in accordance with the concept of “sustainable fashion” (e.g., sustainable design, fabrics, production and consumption) (Watson & Yan, 2013 ; Mora et al., 2014 ). Moreover, today sustainable fashion refers to a movement and process facilitating the transformation of fashion products and fashion systems towards greater ecological integrity and social justice. Sustainable fashion is not only concerned with fashion textiles or products, but concerned with the dependent social, cultural, ecological and financial systems correlated with people.

Research rends and frontier on fashion design

The identification and tracking of research frontiers present researchers with the latest developments in the disciplinary research evolution, predicts the trends in the research field, and identifies issues required to be explored more specifically. Research frontier topics are novel topics of interest in the field, indicating the social environment and research context. In brief, it can be referenced for relevant researchers in this field.

After CiteSpace is run, keyword timing profiles are generated by time segment based on Cluster co-occurrence analysis (shown in Fig.  8 ).

Time zone view in fashion design research

From the time zone view, the research in fashion design can fall into four phrases. The first phrase is that the research situation before 2004 did not form a cluster, thereby indicating that the research on fashion design was scattered before 2004. The second phrase is from 2004 to 2010, thereby revealing that the term of “international modernism” appeared twice. It can be explained by the frequent cross-cultural exchange activities between nations. The research emphasis shifts from fashion research in the traditional sense (e.g., apparel characteristics, designer and design styles) to cross-cultural and regionally fashion culture research (e.g., China, Europe, and the US). The third phase is from 2011 to 2017, more clusters appear in this time period, thereby demonstrating a higher volume of articles published. The research topics in fashion design show a diversity of clusters keywords and a wider range of research directions (e.g., culture, regional fashion, traditional apparel, humanities, education, design approaches and techniques). The fourth stage is from 2017 to the present, the keywords of clusters are more obvious, especially the label around 2017: “wearable technologies”. The mentioned keywords include wearable technology, wearable devices, fashion technology, smart wear, and technology socks. This novel technology is “skin electronics” or “fashion electronics”, which are intelligent electronic devices worn near or on the skin surface to detect, analyze and transmit information regarding the body information, body signals, vital signs or environmental data and others; in several cases, the information can be delivered to the wearer (Chuah, Rauschnabel, Krey, et al., 2016 ; Çiçek, 2015 ; Farrington, 2016 ). The second label is “Transgender Fashion”, unisex fashion, embodies the humanistic nature of fashion. Moreover, the label in 2021 is concerned with “Medical Moment”. With the global outbreak of Covid-19, how to against the virus is the daily topic be concerned by global. Protective clothing, mask has become a necessity in people's lives. Based on this context, the fashion industry has also been affected. The fashion industry think more about the care and needs of the human body, “Medical fashion” has become a popular topic of research. As indicated from the academic view, the research direction of fashion design is closer to the society hot trends and interdisciplinary research. Caring for people's physical, physiological and psychological aspects, fashion research tends to be more human centred design.

Conclusions

By analyzing the frontiers and trends of fashion design research, this study reveals that at the beginning of the research period, the topics of academic research were biased towards research in the humanities (e.g., fashion design, designers, culture, humanistic care, locality, as well as arts work). The direction of research over the past few years has been impacted by the overall global dynamics as well as technological and economic development, thereby demonstrating that the trend of interdisciplinary and cross-border cooperation has entered a stage of development in recent years. The data collection and analysis time of this article is at the end of 2021, but with the development of time and science and technology, such as Digital fashion, Virtual fashion, AI design, Inclusive design, etc. have also become hot topics at the moment. The researcher believe it will produce more academic research in fashion design in the future time.

On the whole, research on the topic of fashion design still has a considerable scope for research. Scholars, designers and practitioners in the fashion field still face huge task. Accordingly, the researcher proposed several suggestions for how to strengthen the process and results of academic research. From a horizontal perspective, (1) the international academic community and researchers should enhance the interact, discuss and conduct collaborative research with each other to provide sustainable vitality and motivation for the research; (2) transnational, cross-unit and cross-border academic exchange and cooperation should be enhanced to create more possibilities for academic research; (3) additional, multilingual journal platforms should be offered for fashion or art fields. From vertical perspective: Combining or contrasting history with modernity. For instance, using new technologies to redesign or study historical apparel, etc. By combining traditional culture with modern technology, the scope of the time-line of fashion design research can be extended.

This study uses quantitative literature analysis to convey information from the literature by creating images, diagrams and information description. The existing state of research in fashion design is reviewed, and provide the knowledge base, the existing state of research, as well as research hot-spots and publication trends in fashion design research. This study can provide existing literature, knowledge map, new inspirations, and research directions to fashion practitioners, researchers, and research institutions. Based on this paper, scholars can efficiently familiarize the field knowledge and facilitate strategic adjustments by relevant institutions.

Availability of data and materials

The datasets supporting the research process and conclusions of this article are included within the additional files. For databases and research results, which is available and has no restrictions to its use by academics or non-academics.

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Acknowledgements

The authors are thankful to the Design Science and Art Research Center from Guangdong University of Technology, for providing the research facilities and environment for this study.

Author Information

YZ: Postdoctor, School of Art and Design, Guangdong University of Technology, Guangzhou 510062, China.

SP: Lecturer and Ph.D., Ph.D in Culture-based Design Arts Program, Faculty of Decorative Arts, Silpakorn Univeristy, Bangkok 10170, Thailand.

TS: Postdoctor, College of Design and Innovation, Tongji University, Shanghai 200092, China.

D-BL: Professor and Ph.D., School of Art and Design, Guangdong University of Technology, Guangzhou 510062, China.

This research was received financial support from “Science and Technology Program of Guangdong Province: Overseas Famous Master Project” Guangdong province, China. The Project No. is 2020A1414010314.

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YXZ conceived the ideas, experimental design, data analization, interpretation of the results, and drafted the manuscript of the analysis. SP and ST gave technical guidance and provided continuous support to perform the experiment successfully,and gave the suggestions about the writing. DBL contributed to the interpretation of the results and revised the manuscript. All authors read and approved the final manuscript.

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Zou, Y., Pintong, S., Shen, T. et al. Evaluation and trend of fashion design research: visualization analysis based on CiteSpace. Fash Text 9 , 45 (2022). https://doi.org/10.1186/s40691-022-00316-6

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Research project to make the fashion industry more sustainable

In a new research and innovation project, researchers from Aarhus University, in collaboration with a number of international partners, will make recommendations to the European Commission on how to make the fashion industry more sustainable

Aarhus University

Many sustainable alternatives to “fast fashion” are emerging in the urban landscape, like this shop in Berlin which supports “fair fashion”. In response to Black Friday, the shop is called Slow Friday. The alternative shops are often developed by creative female entrepreneurs. (Photo: private)

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The fashion industry is known for “fast fashion”, which means that clothes and shoes are produced cheaply and quickly to meet changing fashion trends. This leads to massive overconsumption, and today, clothes and footwear are among the largest consumers of raw materials, water and farmland and one of the largest sources of greenhouse gas emissions.  

In a new research and innovation project entitled  CRAFT-IT4SD  (Craft Revitalization Action for Future-proofing the Transition to Innovative Technologies for Sustainable Development), researchers, in collaboration with a number of companies, will focus on how the fashion industry can become more sustainable in order to meet future EU requirements. Even though more companies are starting to think about sustainability, sustainability cannot be left to the individual company in the fashion industry, but needs to be regulated by legislation.

Clear climate goals

The European Commission has set clear goals of reducing the climate impact of fashion and textile production and waste. The goal is for textile products on the EU market to be long-lasting, recyclable and free from hazardous substances by 2030. They must be produced with respect for social rights and the environment. Consumers will benefit from the long-lasting textiles, which means that fast fashion will become less popular. 

“It requires a huge transition of the fashion industry that small and medium-sized companies are part of, but also to a high degree the large fashion industry that has been living off fast fashion. They all have to comply with the new legislation. That’s why part of our project is also about the legal part of it. How do you as a company figure out which tools and resources you can benefit from when you need to adapt?” says Adriënne Heijnen, who is heading the project together with Associate Professor Marianne Ping Huang.  

The solution must be found between new and old

Part of the answer to this question will come from the recommendations that the researchers will draw up in collaboration with selected international companies. What they all have in common is that they are small, locally rooted companies with a strong tradition of craftsmanship, from wool spinning in Denmark, embroidered patterns in Romania to the Sami people’s production of clothes and tools in northern Finland. 

“Just like the construction industry, the cultural and creative industries need to turn their attention to cultural heritage. We will look at the craftsmanship and techniques of the past, which were often characterised by high quality and thereby also a high level of sustainability. At the same time, we also need to look at the extent to which they can be scaled up, so that large industries can also learn from them," says Associate Professor Marianne Ping Huang. 

The key to improving sustainability does not only lie in traditional craftsmanship. According to the two researchers, sustainability must be found in the interplay between the analogue and the digital, between craftsmanship and communities, and between cultural heritage and technology. 

“Our project will consist of many examples from creative people who have different ways of working, which we want to promote and communicate to the entire fashion industry. The large industry is interested in incorporating some of the innovation and creativity which the small-scale players often possess, and which they themselves may have moved a bit further away from because they are woven into a market-driven approach,” says Adriënne Heijnen, and Marianne Ping Huang adds:  

“We want to show how to work with technology, so we don’t just focus on recycling material. If we are to change the fast fashion mindset, we need to create a new mindset where we teach the consumer to appreciate their clothes in the closet and see the beauty in repairing them, so that clothes also become something we can really attach stories and value to.”

Facts about the project

The project CRAFT-IT4SD (Craft Revitalization Action for Future-proofing the Transition to Innovative Technologies for Sustainable Development) has received funding of almost DKK 30 million from Horizon Europe. The collaboration consists of 11 partners across 7 countries. The new European Knowledge and Innovation Community (KIC), EIT Culture & Creativity, is a partner in CRAFT-IT4SD and will ensure that the results of the project will be disseminated to several European countries. CRAFT-IT4SD is part of the EIT Culture & Creativity work plan, where fashion, sustainability and technology are among the major priorities. 

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117 Awesome Fashion Research Topics: Inspirational Ideas List

Finding some decent fashion research topics that you can use for your next papers is not easy nowadays. You want something new, something original. Your classmates are probably scouring the Internet as we speak, so why are you still wasting time? Take a look at our long list of 117 exceptional fashion research topics and choose the best one right now.

What makes our topics different, you ask? Our experts are constantly updating the list and adding new ideas. This means you will always be able to find an original idea here on this page. We will soon be adding new topics for 2023, so stay tuned!

What Is The Fashion Research Paper?

Keep in mind that finding some great fashion topics to write about is not enough. You need to be able to create a well-organized, concise research paper. To help you do just that, we will show you the 8 main parts of a research paper:

Title page (or cover page) Start with a hook to catch the attention of your readers, then talk a bit about the background of the problem and present your thesis. Literature review. Here, you will need to demonstrate that you have analyzed the literature related to the topic and that there is a gap in knowledge that needs to be addressed. Research In this section, you will explain in great detail all the methods you have used to gather the data. Be as specific as possible. Data analysis. This is the section where you present and analyze the data. Be objective and avoid discussing the results. This is the section where you can discuss your findings and prove how your research results back your thesis. Don’t forget to acknowledge the limitations of your research. Restate your thesis and summarize your research and findings. Show your readers how your findings answer the research questions. References page. This is where you list all the resources you have used to write your research Make sure you don’t miss any.

Now that you know the overall structure of a research paper, it’s time to give you some excellent topics to write about:

Brand New Fashion Research Paper Topics

We will start our list with the brand new fashion research paper topics. These have been added to the list recently, so you can pick one right now knowing that it’s original:

• Fashion in Ancient Rome
• The impact of Jane Austen on the world of fashion
• Swimwear in the 1980s
• Using bizarre colors in fashion
• The rise and fall of the jeans
• Peer pressure related to fashion trends
• Social networking and fashion
• The life and work of Giorgio Armani
• Talk about hippie fashion
• Fashion in Islamic religions

Interesting Fashion Topics To Write About

If you are looking for something out of the ordinary, we have a long list of interesting fashion topics to write about. Take a look at the following ideas:

• The rise of the Chanel brand
• Does price reflect quality?
• Fashion in Ancient Egypt
• The sense of fashion in women
• The link between art and fashion
• Discuss ethics in fashion
• The relationship between style and money
• The role of clothes in your culture
• Interesting fashion hacks

Fashion Research Topics 2023

In the fashion research topics 2023, you can find topics that were greatly appreciated in 2023. These may or may not be as appreciated in 2024 though:

• Fashion in developing countries
• Research smart casual fashion
• Compare Asian fashion with American fashion
• Fashion and aesthetics
• Marketing a new brand of clothes
• Fashion in vlogging
• What are cycles in fashion?
• The rise of the Versace empire
• Fashion in Paris

Advanced Fashion Topics To Discuss

We also have a list of more advanced fashion topics to discuss. Just keep in mind that the following topics are not easy to write about. But as an option, you can buy a dissertation on any topic.

• Negative effects of fashion on the environment
• Forecasting new trends in 2023
• Celebrities and fashion
• Negative effects of fashion on the human psychology
• Influencer marketing of fashion products
• Fashion from a religious standpoint
• The place of leather in fashion in 2023
• Largest fashion shows in the world
• The importance of Fashion Weeks in Eastern Europe

Fun Research Topics On Fashion

Who said a research paper can’t be fun? Choose one of these fun research topics on fashion and start writing the perfect paper today:

• Fashion in 1990s media
• Funny fashion mishaps
• Men in fashion advertisements/commercials
• Fashion in medieval times
• Crossover fashion in 2023
• Can you start a fashion business?
• Fashion in the royal family (the UK)
• Fashion and school uniforms

Important People In Fashion

One of the easiest ways to write a research paper in the field of fashion is to research an icon. Here are some important people in a fashion that you can talk about:

• Karl Lagerfeld
• Stella McCartney
• Audrey Hepburn
• David Bowie
• Princess Diana
• Charles Frederick Worth
• Harry Styles
• Kim Taehyung
• Coco Chanel
• Designer Paul Poiret

Fashion Research Paper Topics For High School

If you are a high school student, you need some easier topics to write on. Check out these fashion research paper topics for high school and pick the one you like:

• Fashion in Ancient Egyptian times
• Michael Jackson’s fashion
• Fashion in Western Europe
• Fashion at the workplace
• Fashion in schools in the UK
• Discuss fashion in North Korea
• Luxury products and the human brain
• Fashion trends and the science that explains them

Captivating Fashion Design Research Paper Topics

In case you want to discuss fashion design, we have a nice list of captivating fashion design research paper topics right here. All these topics are, of course, 100% free to use:

• Fashion in the LGBTQ community
• Fashion in Nazi Germany
• Fun facts about beachwear
• The role of Versace in fashion
• New York as a fashion center
• Effects of Tik-Tok on fashion
• The origins of ethnic clothing
• Mixing 3 styles the right way
• Fashion and sexism in 2023

Fast Fashion Research Paper Topics

Don’t want to spend a lot of time working on that research paper? No problem! Simply choose one of these fast fashion research paper topics:

• The role of politics in fashion in the United States
• Talk about wedding ceremony fashion
• Talk about trends in baby clothing in the United Kingdom
• The role celebrities play in fashion marketing
• Talk about 3 iconic fashion characters
• An in-depth look at fashion in the punk world

Fashion Topics To Research In 2023

It’s time to think about the topics that should work great in 2023. In fact, our experts have already compiled a list of fashion topics to research in 2023:

• Talk about the notion of “invisible branding” in fashion
• Research women’s fashion in the 1980s
• The role played by art in fashion trends
• Research 3 major fashion companies
• Talk about the low rise fashion trend
• Discuss the women’s oversized bomber jackets trend

Fashion And Marketing Research Topics

As you probably know, fashion and marketing go hand in hand. Take a look at our latest and most interesting fashion and marketing research topics right here:

• Fashion marketing on social media
• Fashion marketing in the 1960s
• Effective marketing strategies for luxury products
• Style vs. functionality in marketing
• Marketing and fashion cycles
• The role of fashion in TV commercials

Fashion Ideas For College Students

College students should research topics that are more complex in nature. Don’t worry though; we have more than enough fashion ideas for college students:

• Research the hoodies under blazers fashion trend
• Compare Asian and European fashion
• Research Jane Austen’s style
• A closer look at minimalist fashion
• The beginning of the Haute Couture
• Fashion and the Internet

Unique Ideas Related To Fashion

This list of topics has been revised recently to make sure all ideas are unique. So, if you’re looking for unique ideas related to fashion, you have definitely arrived at the right place:

• Analyze the cropped cardigans trend
• Research the plus-size fashion industry in Indonesia
• The impact of feminism on fashion
• Social issues caused by fashion
• Fashion and cheap labor
• Effects of religion on fashion

Easy Fashion Essay Topics

If you want to make sure you ace that research paper, you should find an easy topic to talk about. Take a look at these easy fashion essay topics and pick one today:

• Discuss the notion of “color blocking”
• Fashion trends during World War II
• The evolution of men’s suits over the last 100 years
• Fashion and child labor
• What is organic clothing?
• Talk about the rise of wig fashion

Creative Fashion Research Questions

Professors really appreciate creativity, so you should definitely go through this list of creative fashion research questions:

• A closer look at the puff sleeves trend
• The Kardashian family’s impact on fashion
• How did Chanel rise to fame?
• Sustainability in the fashion industry
• Fashion and body types
• Interesting fashion trends in Dubai
• Talk about fashion in the armed forces

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How to Conduct Fashion Market Research Like a Pro

Fashion market research provides business owners and entrepreneurs with valuable insights so they can make confident, informed decisions to guide the development or evolution of their fashion business. 

Valued at an impressive 1.5 trillion U.S. dollars in 2020 , the global fashion/apparel industry is a behemoth industry covering a wide variety of garments and accessories.

While this sector has traditionally experienced consistent growth, the past year has been turbulent and challenging. Whether you are considering a new fashion venture or are looking for innovative ways to recover from an unprecedented year, market research is an effective way to guide your efforts.

This article covers how to conduct a combination of primary and secondary research o to power your fashion market research campaign. 

Fashion Market Research Overview 

Fashion market research is the process of gathering and analyzing information to  gain insights into the fashion industry, which includes its top players, your competitors and mainly, your target market. Whether you own an existing apparel business or are considering an entry into the world of fashion, market research can ensure effective use of your marketing expenditure and increase the likelihood of business success.

Fashion market research is used to achieve the following:

• Understand how customers relate to your brand or a competitor’s brand.
• Identify areas for growth, new markets, and customer segments.
• Understand how existing customers would like to see your brand evolve.
• Gain insight into consumer spending when it comes to fashion needs and wants.
• Collect information about consumer opinions and interactions with various fashion segments (e.g. fast fashion vs. luxury brands).
• Understand how fashion marketing campaigns influence consumers’ opinions and behavior.

Undertaking a market research campaign project can provide you with the confidence you need to succeed in a highly competitive industry. The end-goal of fashion market research is to gain sufficient information to make informed decisions about your business so that it can thrive. 

The Makeup of Fashion Market Research

Fashion market research is made up of two sources of information, referred to as primary and secondary research. By using both primary and secondary sources of information, you can determine several key factors about your target market and its various segments. These include:

• Annual spend on fashion in your niche
• A comparison of shopping experience frequencies, in-store vs. online
• Wardrobe share of certain brands and/or apparel categories
• Where and how your target market discovers your brand
• Shopping triggers
• Spending forecasts
• Marketing channels
• Product diversity 
• How in-demand your products or brand are

To reap the most insights, you should plan to incorporate both primary and secondary sources to drive your fashion market research towards success.

Primary Research for the Fashion Industry

Primary market research refers to the unique data that is gathered from first-hand sources. While it is more labor-intensive to gather primary information, you are rewarded with data that is particularly relevant to your particular business and customer base. It also puts you in control in terms of the data you collect and then leverage. 

The most valuable sources of primary information for fashion market research are:

• Online survey tools about existing or prospective customers, i.e., those in your target market that have not yet bought from you.
• Phone, in-person, and mall intercept interviews
•  In contrast to one-on-one interviews, a focus group allows for moderated discussion among participants. This provides the opportunity for the group to share ideas and discuss a topic or trend, which is particularly useful when conducting fashion market 
• This gives marketers an opportunity to observe and understand how customers behave in a natural setting. When it comes to fashion market research, field research provides valuable information about how customers browse and shop, both in-store (through natural observation) and online (via session replay tools). 
•  Often used to test out new design concepts, user testing gauges customer interest and reception. It is also used to test out in-store shopping experiences and changes to fashion websites. 
• Consumer research panels

Secondary Research for the Fashion Industry 

Secondary research is performed by sourcing data from existing, published sources, i.e., data that you don’t need to amass yourself, as it has already been conducted. You should then parse through and organize the secondary data to prepare it for analysis.  A strong analysis involves comparing the secondary resources against each other, along with their primary source counterparts.

Good sources of secondary information for the fashion industry include:

• Market and industry research reports and white papers
• Fashion industry websites 
• SEO, keyword, and trends research
• Governments statistics
• Your competitors’ websites and other digital properties such as apps, mobile sites, ads, etc.

Secondary Research Sources for Fashion Market Research

To give your fashion market research a jumpstart, we have gathered some of the most relevant sources of secondary information for the fashion industry. 

• Marketresearch.com Market Research Reports & Industry Analysis : A veritable font of information about the fashion and apparel industry, this site lets you search and filter to find general industry reports and more specific reports that pertain to your niche or sub-sector. 
• McKinsey’s State of Fashion Annual Report : A trusted global consulting group, McKinsey publishes a free annual report on the fashion industry that contains insights on the global economy, consumer spending and behavior and the fashion industry as a whole. The recently published report on fashion in 2021 pays special attention to the impact that COVID-19 has had and will continue to have on the industry in the coming year.
• Statista.com Global Apparel Market – Statistics and Facts : Statista offers a wealth of information and statistics on the fashion market. You can access a variety of charts and reports for free, or purchase more comprehensive reports, such as Apparel Market Worldwide dossier . 
• NPD Fashion Trend Tracker : The global consulting group NPD has created a subscription-based trend tracker that provides the latest information on changing fashion trends. Use this to track change and identify areas of growth in your vertical. 
• NPD website : In addition to paid sources of information, the NPD Group is also an excellent source of free information about the fashion and apparel industry, published as articles and blog posts on their website. 
• The Business of Fashion : This online magazine collates insights gathered by journalists in over 125 countries. Subscription-based memberships are available for those who want to gain insights from a leading source of fashion industry news and information. 
• KPMG Sustainable Fashion report : Published by KPMG, this free report focuses on consumer perception of sustainable fashion. The group interviewed over 1,000 individuals in the world’s largest cities to understand how consumers relate to sustainable fashion and responsible buying behavior. 
• CommonObjective.co : For anyone with an eye on sustainability as it pertains to fashion, Common Objective is a valuable source of both free and paid information about trends, sourcing, marketing, consumer behavior, and more.

Confront New Challenges with Market Research 

Fashion businesses have more challenges to consider than ever before. If your business is struggling to recover from the global pandemic, market research can help you identify new areas of growth. With a tightened budget, market research is vital to ensure your marketing and advertising spend is used wisely.

Or perhaps you are looking to evolve your business in response to the concerns of “woke” consumers , who demand a higher level of environment and social responsibility from fashion brands. Market research can help you meet these demands and shape your targeted messaging. 

Even without new challenges, every fashion business fights the constant battle to remain relevant and stylish in an ever-changing landscape. Consumers on the hunt for something unique and new will continue to push fashion brands to evolve their style to satisfy their customers’ demands. 

Fortunately, this demand comes with more direct access to your customers via social media. You can benefit from an engaged audience by regularly deploying online surveys to gather insights about their needs and desires, no matter how often they change.

Regardless of your motivations, fashion market research can provide you with valuable insights to help you make confident decisions in the months and years to come. 

Frequently asked questions

What is fashion market research.

Fashion market research involves collecting and analyzing data in order to gain a better understanding of how an apparel business is positioned in the competitive landscape.

Who can benefit from fashion market research?

Fashion market research is beneficial for a wide variety of businesses that operate within the fashion industry. This includes established brands, fashion startups, brick-and-mortar stores, apparel chains, and artisan fashion producers.

What are some of the reasons for conducting fashion market research?

Fashion market research can help a business identify new target markets, understand how existing customers feel about their brand, gain insights into fashion spending, and explore how marketing campaigns can affect buying behavior.

How is fashion market research conducted?

After identifying the goals of the fashion market research project, the team will conduct primary and secondary research to gather information from the appropriate sources. Then, this information will be compiled into a report that contains findings and recommendations.

What types of primary research are most appropriate for fashion market research?

The most useful types of primary research for the fashion industry include surveys, interviews, focus groups, field research, mall intercepts, and user testing.

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Redesigning the future of fashion

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Each year millions of tonnes of clothes are produced, worn, and thrown away. Every second, the equivalent of a rubbish truck load of clothes is burnt or buried in landfill.

To solve the problem, we must redesign the way our clothes are made and used. Building an industry that designs products to be: used more, made to be made again and made from  safe and recycled or renewable inputs. This is our vision of a circular economy for fashion.

Together, brands, mills and manufacturers from high street to luxury retailers have proven that circular design for fashion can become the norm through the Foundation’s flagship demonstration project The Jeans Redesign (2019-2023).

Now, we must not only redesign the products of the future, but also transform the systems that deliver them and keep them in use. Circular business models designed to keep products in use – such as rental, resale, repair and remaking – allow companies to make revenue without making new clothes and represent an opportunity for new and better growth in the fashion industry.

The fashion industry is rooted in reinvention and has the opportunity to reinvent the processes, supply chains and services to decouple revenue from resource use.

Find out more about making money without making new clothes.

Collaboration is key. Working with partners across the supply chain, securing buy-in from leaders and sharing knowledge creates the conditions for broader, industry-wide change. It’s time to step up the pace and scale of progress.

Explore our vision for a circular fashion industry

We've created a vision for the fashion industry to redesign the way clothes are made and used.

Our vision will require industry and government to work together with significant investment, large-scale innovation, transparency, and traceability. Together we can build an industry that designs products to be used more, made to be made again and made from safe and recycled or renewable inputs.

Past projects

Transforming the way clothes are made and used

Rethinking business models for a thriving fashion industry

Circular business models for fashion, which are designed to make revenue without making new...

The Jeans Redesign (2019-2023)

The Jeans Redesign demonstrates how jeans can be designed and made for a circular economy.

The circular design for fashion book

It has been written in recognition of fashion’s huge potential to move towards a circular economy.

Circular fashion examples

(pvh) tommy hilfiger – tommy for life.

Street fashion brand Weekday is working to become fully circular. More than a third of its jeans collection already meets The Jeans Redesign guidelines, while their AW23 collection is due to reach 60%.

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News and updates from The Ellen MacArthur Foundation

The Ellen MacArthur Foundation works to accelerate the transition to a circular economy. We develop and promote the idea of a circular economy, and work with business, academia, policymakers, and institutions to mobilise systems solutions at scale, globally.

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OSCR Registration No.: SC043120

Company No.: 6897785

Ellen MacArthur Foundation ANBI RSIN nummer: 8257 45 925

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Is fashion finally ready to cut overproduction?

By Bella Webb

Sign up to receive the Vogue Business newsletter   for the latest luxury news and insights, plus exclusive membership discounts. To become a Vogue Business Member and receive the Sustainability Edit newsletter,   click here .

How can brands make money without making new clothes? That is the question posed by a new initiative from the Ellen MacArthur Foundation (EMF), launching today at the Global Fashion Summit in Copenhagen.

The Fashion ReModel invites participating brands to scale up circular business models such as rental, resale, repair and recycling, while curbing the production and consumption of new materials. The hope is to “decouple revenue from the production of new garments, advancing the long-term journey to make a circular economy for fashion a reality”.

Following a consultation with more than 80 industry stakeholders, EMF has set a roadmap for the project, to try and maximise impact. In the first year, participating brands will tackle climate and nature impact evidence, and finance metrics (policy will come later). To take part, brands have to commit to increasing the percentage of their revenue derived from circular business models over the next three years, reporting progress to EMF annually. There is no shared baseline for this: brands have set their own ambitions and shared them with EMF, but these will not be disclosed publicly for now.

Arc’teryx, Reformation, Primark and Zalando are among the first to commit. Notably, the H&M Group has signed up alongside three of its brands: Weekday, Cos and Arket. Former CEO Helena Helmersson made headlines back in 2022 when she announced plans to double the group’s sales from 2021 to 2030, while simultaneously halving its carbon emissions from 2019 to 2030. This left many in the industry dumbfounded; Helmersson told Vogue Business that circularity would make this target a reality, but the industry was — and still is — far from delivering circularity at scale.

The industry’s backing of EMF’s initiative suggests the tide may finally be turning. A second group of brands is already in talks to join the programme, according to EMF fashion initiative lead Jules Lennon. She hopes it will see similar growth to the foundation’s previous demonstration project, ‘The Jeans Redesign’, which started in 2019 with 16 organisations and ended in 2023 with over 100.

The Or Foundation has been sending a fashion “zombie” into stores with a clear message: publish your production volumes.

By Rachel Cernansky

Progress on decoupling financial growth from the use of finite resources is long overdue. Luxury retailer Selfridges was the first to set concrete targets in this area, but others have been sheepish about acknowledging the high rates of overproduction undermining sustainability efforts. Meanwhile, academics estimate that fashion would need to curb new clothing production by 75 per cent before 2030 to bring its footprint in line with planetary boundaries. Fashion’s ability to do this has already been called into question, as it struggles to meet already low emission reduction targets .

By Madeleine Schulz

By José Criales-Unzueta

By Maliha Shoaib

“Brands have had to overcome several barriers just to sign up [to The Fashion ReModel], because this gets to the heart of the business and challenges how businesses traditionally measure success,” says Lennon. “The biggest barriers to start with will be figuring out how scaling circular business models helps us reach net zero and science-based targets. Also looking at financial metrics and identifying common language for that, defining what success looks like and over what time scales you can expect a return on investment.”

Part of the challenge is getting brands to disclose the full picture, not just the positives. According to Fashion Revolution’s 2023 Transparency Index , 38 per cent of brands are transparent about their efforts in developing circularity initiatives — such as advanced recycling methods beyond reuse and downcycling — but 88 per cent refuse to disclose production volumes.

In this context, is a voluntary scheme like The Fashion ReModel enough? EMF has set up a technical reference group (as yet unnamed) to represent broader stakeholders and hold brands to account. The project has also been endorsed by multi-stakeholder groups including the Global Fashion Agenda, the British Fashion Council, Textile Exchange, Wrap, Fashion for Good and Business for Social Responsibility (BSR).

Lennon says EMF is under no illusions: this project is simply a starting point, and much more will need to be done to solve fashion’s sustainability woes. “Demonstration projects are not about solving everything all at once, they’re about getting started, building confidence, showing other actors in the system what is possible, and increasing the minimum bar over time,” she explains. “Of course we need to go bigger and faster.”

Below, industry experts react to the initiative and share their hopes for its execution.

Liv Simpliciano, policy and research manager at Fashion Revolution

The fashion industry’s waste problem has unfairly made sacrifice zones across the globe — the Atacama Desert in Chile, the Dandora dumpsite in Kenya and Kantamanto Market in Accra, Ghana, to name a few. While it’s essential for big fashion to prioritise circularity, it’s crucial to recognise that this effort has long been underway in waste-receiving countries. Affected stakeholders with lived experience must be at the centre of these discussions, otherwise it will be a failure. A substantial transfer of wealth is imperative, directing resources towards communities impacted by waste in receiving countries to mitigate the existing harm and enhance their resilience. Any circularity efforts that fail to acknowledge and rectify past damages, only reinforces the status quo.

Mostafiz Uddin, founder and CEO of Bangladesh Apparel Exchange

It is welcome that this issue is getting further exposure, but we must guard against too many initiatives and not enough action. Brands are under lots of pressure right now and the reality in the current business model is that they need to keep increasing sales to remain competitive. Resale at scale is not hugely profitable as things stand. While the initiative is light on detail and practicalities for now, it’s clear that a joint effort is needed. Brands can’t make this happen alone because they don’t control the human ecosystem. It should be a much wider approach, including national governments and the UN.

Vanessa Barboni Hallik, founder and CEO of Another Tomorrow

Explicit commitments to decoupling a viable economic future for fashion from rising production volumes are essential. This type of transformation has precedent, notably in the car industry where both resale and service or repair make up significant revenue across the major names. I would start with a concrete question: taking 2023 as the reference year, how could each brand make the same amount of profit with 20 per cent less new garment production as a starting point? A tremendous amount of waste comes from misproduction, effectively the making of clothing no one purchases. Addressing this is a crucial part of the equation, otherwise you continue to throw resources down the drain, which is a tragedy when we are far exceeding our planetary boundaries. In some respects addressing this root cause is more challenging than building on new business models and designing for circularity as it requires deep, data-based, industrial supply chain innovation.

Faith Robinson, head of content at Global Fashion Agenda

One of the biggest barriers preventing fashion from existing in a circular economy is the complexity of the collaboration models needed to support new business models. Global Fashion Agenda has also learnt from its circularity work in Bangladesh, Vietnam and Cambodia, that it is important to respect the nuanced contexts of each region and not to assume a ‘one-size-fits-all approach’ when it comes to applying circular systems in different parts of fashion’s global value chain. Waste sorters in the informal sector are experts on circular economy and critical stakeholders — their insights need to be acknowledged as fashion refines its strategies.

Graham Forbes, global plastics campaign lead at Greenpeace USA

Only time will tell if this initiative results in meaningful corporate and government reform, or if it becomes another vehicle for rebranding the industry’s dependence on fossil fuels and complicity in the global plastics crisis. The biggest barrier is greenwashing — the extent to which participating brands rely on false solutions such as flimsy sustainability claims and recycling, or take meaningful steps to shift away from fundamentally broken business models. This initiative needs to go beyond marketing departments and deliver real corporate reforms and public policies that prioritise reuse, redesign, rental, resale, repair and remaking. They already have the answers. It’s just a matter of doing it.

Comments, questions or feedback? Email us at [email protected] .

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Business of Beauty and Fashion Visionaries

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Los Angeles Times B2B Publishing is excited to announce a new business section that will spotlight visionaries in the beauty and fashion industry, specifically professionals who provide financing for projects and transactions as well as those who offer advisory services to beauty and fashion brands, companies and individual creators, designers and artists.

It will be published on September 19, as part of IMAGE magazine, a living document of how L.A.’s creative forces — style, fashion, culture — are impacting the world. With a strong tie to the city of L.A., IMAGE reveals what’s new, what’s now and what’s next. IMAGE is distributed to 387,000 paid print and digital subscribers with bonus distribution to luxury hotels in and around West Los Angeles.

We invite you to nominate remarkable individuals for consideration. The B2B Publishing executive committee will profile select individuals for their successes and accomplishments based on the following criteria:

• Noteworthy successes and accomplishments during the last 12-24 months
• Consistent demonstration of strong leadership throughout the span of his/her career
• Long- and short-term impact he/she has made to their organization’s and/or the industry’s growth
• Community involvement and board memberships that showcase the nominee’s leadership beyond their organization

There is no cost associated with submitting nominations. However, due to limited space, we can only profile three individuals from each organization.

You may email Karren Adamyan (or contact by phone at (626-347-8673) for any issues with the submission.

Fill out the form below to be considered. Early submissions are highly encouraged. Please note the L.A. Times B2B Publishing staff will NOT be able to make corrections or revisions to the nomination form once submitted. The information provided is subject to editing by the B2B Publishing team prior to being published in the supplement. Do not submit information that is subject to change or confidential. The visionaries section will be produced by the B2B Publishing team and will not involve the editorial staff of the L.A. Times.

*Please note the L.A. Times B2B Publishing staff will NOT be able to make corrections or revisions to the nomination form once submitted. The information provided is subject to editing by the B2B Publishing team prior to being published in the supplement. Do not submit information that is subject to change or confidential. The visionaries section will be produced by the B2B Publishing team and will not involve the editorial staff of the L.A. Times.

Individuals selected by the B2B Publishing team will be notified of their inclusion approximately 30 days prior to publication.

More From the Los Angeles Times

Hot Property

April 30, 2024

State of Fashion Technology Report 2022

In 2021, fashion companies invested between 1.6 and 1.8 percent of their revenues in technology. By 2030, that figure is expected to rise to between 3.0 and 3.5 percent. Behind the predicted increase is a conviction among many that technology could create a competitive edge—in customer-facing activities, where companies have mostly focused to date, and, more increasingly, in operations. Technologies such as robotics, advanced analytics, and in-store applications may help streamline processes and support sustainability, as well as create an exceptional customer experience (exhibit).

About the authors

This report is a collaborative effort by Imran Amed, Anita Balchandani , Achim Berg , Holger Harreis , Manuel Hurtado, Saga af Petersens, Roger Roberts , and Carlos Sanchez Altable , representing views from the Apparel, Fashion & Luxury Practice.

Consumer digital engagement rose sharply during the COVID-19 pandemic, as a result of more hours spent online, new shopping habits, and rising interest in gaming and virtual worlds. In 2021, people spent on average just below four hours on their mobile phones, which includes about two and a half hours of scrolling though social media. 1 Rebecca Moody, “Screen time statistics: Average screen time in US vs. the rest of the world,” Comparitech, March 21, 2022. Of the fashion customers who made the move to online-shopping channels in 2021, 48 percent said the pandemic was the reason, 27 percent cited convenience, and 11 percent cited product availability and promotions. 2 McKinsey Global Digital Sentiment Insight Survey, 2021. The pandemic also boosted digital brand relationships, with 72 percent of customers reporting they interacted with brands online in 2021. In the year ahead, as restrictions ease in some geographic areas, digital interactions will likely stabilize at about 66 percent on average. 3 McKinsey Global Digital Sentiment Insight Survey, 2021.

Looking ahead, the impact of technology on people’s lives may accelerate. By 2024, AI-generated speech could power more than half of human interactions with computers, McKinsey analysis shows. Soon after, more than 75 percent of enterprise-generated data could be processed by cloud or edge computing. 4 Kasey Panetta, “Gartner top strategic technology trends for 2021,” Gartner, October 19, 2020. This offers a more flexible, scaleable foundation on which brands can potentially build their tech offerings. By 2030, more than 80 percent of the global population is expected to have access to 5G networks, 5 “ Connected world: An evolution in connectivity beyond the 5G revolution ,” February 20, 2020. McKinsey estimate based on Cisco’s projections through 2022 and extended to 2030. For Cisco’s 2022 projection, see “Cisco Visual Networking Index: Global mobile data traffic forecast update, 2017-2022,” Cisco, February 2019. enabling, among other things, faster connectivity and data transfer across Internet of Things devices.

The operational potential of technology is becoming ever more apparent. McKinsey analysis shows that fashion companies that now embed AI into their businesses models could see a 118 percent cumulative increase in cash flow by 2030. Conversely, those that are slower to invest in digital technology will lag behind—and could see a 23 percent relative decline. Over the next three years, potential key areas in which fashion executives could make digital investments are personalization, store technologies, and end-to-end value chain management—areas in which digital can make a real difference to performance.

Fashion’s five key technology themes

As fashion industry executives consider how to maximize their technology resources, McKinsey and the Business of Fashion have identified five key themes that could help the industry address some pressing challenges, as well as unlock potential opportunities: metaverse reality check, hyperpersonalization, connected stores, end-to-end upgrade, and traceability first .

Metaverse reality check. The marketing value of digital fashion and nonfungible tokens (NFTs) may now be clear, but fashion brands will need to separate the concrete opportunities from the hype to generate sustainable revenue streams presented by growing consumer engagement with the metaverse.

Hyperpersonalization. Brands have access to a growing arsenal of personalization tools and technologies to upgrade how they customize and personalize their customer relationships. The opportunity for executives now is to harness big data and artificial intelligence to provide one-to-one experiences that build long-term loyalty.

Connected stores. The inexorable rise of e-commerce has forced fashion players to rethink the role of physical stores. Fashion executives can address consumer pain points by using in-store mobile apps to enhance the in-store experience and microfulfillment technologies to leverage the store for the quick-commerce era.

End-to-end upgrade. Digital tools and analytics have transformed key parts of the fashion value chain, but these optimizations are often siloed within organizations, limiting the potential of cross-functional improvements. Brands should embark on end-to-end value chain integration to create more efficient and more profitable ways of operating.

Traceability first. Traceability systems powered by traceability software and big data will help fashion brands reach far into their supply chains to understand the entire life cycle of their products, a key enabler for sustainability road maps.

Of all the technology-based evolutions affecting the fashion industry, one of particular interest is virtual worlds, also known as the metaverse. Global spending on virtual goods reached more than $100 billion in 2021, more than doubling the total in 2015, 6 The Virtual Economy , L’Atelier, 2022. with around 30 percent of revenues attributed to virtual fashion assets. 7 McKinsey estimate based on expert interviews and inputs. Amid demand for products such as virtual fashion and NFTs, fashion companies focused on metaverse innovation and commercialization could generate more than 5 percent of revenues from virtual activities over the next two to five years. 8 McKinsey estimate based on expert interviews and inputs. The task for decision makers, however, will be to focus on specific opportunities.

For many fashion brands, highly personalized customer experiences are a cornerstone of their digital businesses. Their customers expect nothing less. Advancements in AI, analytics, and cloud computing mean that businesses have the tools to work with all types of data across channels in real time. This could support a move to hyperpersonalization, in which technology could help search-based e-commerce transform into individualized discovery of products and styles. This may enable customers to routinely access curated websites and marketplaces, from landing pages to payments. To make that vision a reality, decision makers may need to optimize their data and analytics capabilities and roll them out at scale. While this may create some important considerations (for example, to ensure that customer data is protected and that data collection follows best practices), the upside could be the ability to acquire and retain loyal customers.

In parallel to personalization, the coming year will likely see many brands investing in in-store functionality and experiences, bridging the gap between online and offline channels—and moving away from stand-alone technologies such as magic mirrors, connected hangers, and interactive holograms. In-store mobile “clienteling” apps could offer a frictionless way for store associates to serve customers, while in-store mobile apps can help boost engagement, reduce customer pain points, and increase time spent browsing. Beyond the shop floor, robotics and stock optimization software can help brands and retailers set up microfulfillment centers, integrating physical stores as digital nodes in their distribution and delivery networks and cutting fulfillment costs by up to 90 percent. 9 Lauren Thomas, “Target CEO says cost of handling online orders drops 90% when shoppers use same-day options,” CNBC, November 20, 2019.

From demand forecasting to transport operations, a critical element in expanding the role of technology could be to apply digital tools to make end-to-end improvements in the value chain. To operate more efficiently, brands could consider breaking down the silos that have defined many digitization programs and integrating multiple back-end systems, workflows, and data functions. More than 60 percent of fashion executives believe creating integrated digital processes throughout their organizations will be among their top five areas for digitization as they look to 2025. 10 McKinsey Apparel CPO Survey 2021. By adopting digitally enabled value chain solutions, brands could see a 50 percent reduction in time to market, an 8 percent rise in full-price sell-through, and a 20 percent decline in manufacturing costs, our analysis shows.

More than 60 percent of fashion executives believe creating integrated digital processes throughout their organizations will be among their top five areas for digitization as they look to 2025.

More than 50 percent of fashion decision makers say traceability will be a top-five enabler of reducing emissions in their supply chains, 11 McKinsey Apparel CPO Survey 2021. but many brands currently have visibility over only direct supplier relationships. We see brands increasing their focus on traceability through their supply chains, helping them address demands from regulators, investors, and customers for greater transparency. As they aim to cut emissions and meet their environmental, social, and governance (ESG) targets, brands could benefit from a common data language to enable comparability, as well as new labeling standards and tracking software. Brands could consider joining forces with peers, start-ups, and industry bodies to establish a common data standard and to share data and knowledge via software platforms, open ledgers, and big data technologies.

One of the few certainties in fashion is that nothing stays the same, and the opportunities offered by technology are continuing to evolve as some markets look to move beyond the challenges posed by the COVID-19 pandemic. The task for fashion decision makers is to consider how to harness technology to creativity, streamline operations, and create value from innovation that can be sustained in the years ahead.

Anita Balchandani is a senior partner in McKinsey’s London office; Achim Berg is a senior partner in the Frankfurt office; Holger Harreis is a senior partner in the Düsseldorf office; Manuel Hurtado is a consultant in the Madrid office, where Carlos Sanchez Altable is a partner; Roger Roberts is a partner in the Silicon Valley office; and Saga af Petersens is a consultant in the Stockholm office. Imran Amed is the founder, editor-in-chief, and CEO of the Business of Fashion and an alumnus of the London office.

The authors wish to thank Larissa Blau, Pamela Brown, Sandrine Devillard, Jonatan Janmark, Madé Lapuerta, Phoebe Lindsay, Ewa Starzynska, Michael Straub, and Cyrielle Villepelet for their contributions to this report.

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The State of Fashion 2024: Finding pockets of growth as uncertainty reigns

Research project

Wkimeetsycolabs: fungal mycelium-based thermal-insulation materials with optimized properties for the construction industry and other sectors.

Project start / April 01, 2024

How can particularly sustainable thermal insulation materials be produced for buildings? With fungi! In collaboration with the Braunschweig-based start-up “YcoLabs”, we are using the organic growth of fungal mycelium as a natural binder in order to process plant residues such as hemp hurds, wood shavings or elephant-grass fibers into insulation materials. One particular advantage: The insulation materials can be allowed to grow into virtually any shape and size. This makes them very versatile. In order to demonstrate the performance capabilities of the fungal insulation materials, we are producing prototypes for an application example and testing them in a real operational environment. In subsequent pilot projects with the construction industry, we aim to further develop the insulation materials into a variety of marketable products. In this way, we are providing a contribution towards an increase in the proportion of renewable raw materials in buildings and, consequently, towards achieving climate- and environmental-protection targets.

The startup YcoLabs has the task of sterilizing selected test substrates, inoculating them with fungal mycelium, allowing them to grow through in a controlled manner (incubation) and optimizing these process steps. Amongst other resources, YcoLabs thereby draws on the infrastructure of Protohaus gGmbH (Biolab/Pilzwerkstatt - fungus workshop). By means of a technology developed at the Fraunhofer WKI, these mycelium-based materials are partially compacted, dried and inactivated. In the first project phase, the project team successfully developed the first mycelium-based, thermally insulating materials in this way.

In the second project phase, the project team is focusing on the further development of the process with regard to:

• Reduction of production time
• Improvement of fire protection
• Optimization of other technical properties, such as compressive strength and water stability

The aim is to increase competitiveness against conventional thermal-insulation materials made from fossil and finite raw materials, such as EPS (polystyrene), glass wool or mineral wool. Furthermore, with mycelium-based insulation materials, we want to offer a more sustainable alternative to previously available organic insulation materials.

Mycelium-based thermal-insulation materials are highly suitable for lightweight-construction applications. Through the choice of substrates and process-engineering settings, a variety of bulk densities can be achieved (approx. 100 to 200 kg/m 3 ).

The boards and molded bodies are provided with shape and stability solely through the binding forces of the fungal mycelium. By dispensing with synthetic binders, emissions of health-critical substances such as formaldehyde and other volatile organic compounds (VOCs) can be avoided.

One particular advantage of mycelium-based thermal-insulation materials is that they are completely and easily biodegradable. They can therefore be disposed of easily and comparatively cheaply.

Last modified:  April 01, 2024

Tabbed contents

Project goal, prototyping on a pilot-plant scale.

• lignocellulosic residues (e.g. hemp hurds, wood shavings or elephant-grass fibers)
• fungal mycelium
• Tests for (partial) compaction
• Tests for drying and targeted stopping of fungal growth
• Tests to produce molded insulation materials from mycelium-based material
• Analysis of relevant material properties, such as compressive strength, fire resistance and stability

Up-scaling for industrial production

• Optimization of the manufacturing process to improve insulation-material properties and reduce production times
• Production of optimized insulation-material prototypes
• Testing of a selected insulation-material prototype in a real application environment

Potential follow-up developments

Within the framework of the project, subsequent pilot projects are to be initiated with the construction industry in order to establish fungal insulation materials on the market.

We are always pleased to receive inquiries from interested companies. We would be delighted to support you in developing sustainable thermal-insulation products with high market potential from inexpensive fungal mycelium materials.

Furthermore, the utilization of mycelium-based materials is also conceivable in other industries. Examples include:

• Sandwich elements with a mycelium-based insulating core for vehicles, furniture and watersports equipment
• Molded parts for packaging and transport protection
• Insulation boxes / thermal boxes
• Rotor blades for wind turbines with a mycelium-based core

Are you interested? Or is your product not listed? Then please do not hesitate to contact us! We would be happy to provide you with information regarding the application possibilities of mycelium-based materials and components for your company. With our expertise and state-of-the-art technical equipment, we would be delighted to support you as a research and development partner. 

Project relevance

Economy and labor market.

The project provides a contribution towards the strengthening of the competitiveness of the German economy, the development of a bio-based circular economy (circular bioeconomy) and, consequently, the creation of sustainable, meaningful jobs.

Through the development of a sustainable and versatile insulation material, we are expanding the possibilities for replacing conventional thermal-insulation materials such as EPS (expanded polystyrene / Styrofoam), glass wool, mineral wool or aerated concrete. Insulation manufacturers could derive economic benefits from this, such as:

• Increased independence from fossil and other finite raw materials as well as global supply chains
• Utilization of fungal mycelium as a natural binder
• Material-efficient production of molded parts through natural growth
• Reduction of transportation energy through transport routes, as the necessary plant residues are available regionally and cheaply in many places
• Simple disposal thanks to biodegradability
• Saving of energy-related costs - in particular against the background of rising CO 2 prices for fossil fuels and combustibles

For the construction industry, this opens up an economically attractive opportunity for fulfilling the sustainability requirements of politics and customers. Furthermore, the use of fungal insulation materials is conceivable in other industries.

The use of fungal insulation materials additionally creates a new sales market for plant-based residues. Several sectors could benefit from this, including:

• Agriculture
• Edible-mushroom industry
• Wood-based materials industry
• Waste management (e.g. utilization of waste wood)

The regional and sustainable availability of raw materials could furthermore have a positive effect on the price level of insulation materials for buildings. This could provide a contribution towards the creation of affordable living space.

Energy efficiency

The project provides a contribution towards the saving of primary energy.

• Reduction of transportation energy through the use of plant-based, regionally available residual materials
• The use of plant-based raw materials whose processing requires relatively little energy (compared to raw-material processing for polystyrene, glass wool, mineral wool, aerated concrete)
• Energy- and time-efficient production, forming and drying processes  
• Expansion of the possibilities for the energy-efficient production of buildings using lightweight, sustainable insulation materials

Environmental and climate protection

The project provides a contribution towards the preservation of the basis of mankind’s existence and the avoidance of greenhouse-gas emissions.

• Avoidance of energy-related greenhouse-gas emissions
• Avoidance of greenhouse-gas emissions and environmental pollution caused by the production and disposal of conventional insulation materials (polystyrene, glass wool, mineral wool, aerated concrete)
• Resource-efficient use of renewable raw materials thanks to the utilization of forestry and agricultural residues as well as recyclability (complete biodegradability)
• Avoidance of the use of high-quality wood assortments and, consequently, protection of the forest ecosystem as a natural air-conditioning system, water reservoir, CO2 store and place of biodiversity

Health protection

The project provides a contribution towards the protection of people’s health.

• Heat protection / climate resilience: Expansion of the possibilities for the production of sustainable buildings with high heat protection
• For indoor applications: Contribution towards healthy air quality through the development of a low-emission bio-insulation material without synthetic adhesives

Contribution to the Sustainable Development Goals

Project partners

Official project title: WKImeetsYcolabs

Funding body: Fraunhofer-Gesellschaft e. V. via the technology transfer program “AHEAD”

Duration (Phase 1): 01.10.2023 to 31.03.2024

Duration (Phase 2): 01.04.2024 to 31.03.2025