Future Narrative

Finding joy in sustainability

Fashion needs to change its narrative on sustainability from one of guilt to one of joy, says Petah Marian
Getting dressed has become a political and moral minefield. On one hand, there’s the joy of a package arriving in the post, signalling a new opportunity to get dressed up and shake off the darkness of the last couple of years. While on the other hand, feeling guilt and shame that every order is contributing to the impending climate apocalypse.

I’m a firm believer in the idea that every time we get dressed is an opportunity to tell a new story about ourselves. As a futurist, I’ve been lucky enough to build my career this way, working with brands to figure out what stories people will want to tell about themselves (and the products they need to do so) two, five or even ten years from now.

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