Our fashion habits: a gen-z feedback on ecodesign startegies for use-phase

In recent years, consumers have assumed a central role in the transition for sustainable fashion. Consumers purchasing decisions have been crucial in determining new trends or making way for new business models; for a segment of conscious consumers, purchasing is experienced as a political choice. Recognizing fast fashion’s detrimental impact, the European Commission’s “Reset the trend” campaign, targeting youth with #fastfashionisoutoffashion, aims to promote sustainable culture. The research presented discusses the results of a survey conducted on a specific gen-Z target, the student of the bachelor in Textile and Fashion Design. The research had the intention to investigate the target familiarity with eco-design strategies related to the use-phase, the one they are directly involved as consumers. The results provide feedback on the gap between policy and design direction and the actual consumers’s engagement in the green transition.