Design solutions for conscious and sustainable fashion consumption

The paper refers to the extensive fashion consumption of our times, focusing on the emerging target audience and the level of awareness regarding fashion industry sustainability. Through an analysis of the current state of the art and virtuous sustainable case studies, the paper aims to present possible emergent service design solutions for more sustainable and conscious fashion consumption that are quietly reshaping the fashion market Second-hand shopping, collaborative sharing of wardrobes, and the rediscovery of craftsmanship are creating new experiences and opportunities to engage with fashion, modifying the communication strategies and policies of several brands in order to be chosen by more conscious consumers, such as the Gen Z community.