Shame, Blame, and Passion

Affects of (Un)sustainable Wardrobes

Bibliographic Data

ID12587782
AuthorsM P Mcintyre (0000-0003-4966-5313, corresponding author)
Year2019
Volume25
Issue6
Pages735-755
Publication date2019-10-15
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueFashion Theory (JOURNAL)
Journal identifiersISSN: 1362-704X • E-ISSN: 1751-7419
PublisherRoutledge (PUBLISHER • GB)
DOI10.1080/1362704x.2019.1676506
OpenAlexW2981211762
LanguageEN
Citations received16
References cited31

In order to change consumption patterns into something that is more sustainable, it is essential that we consider the various and conflicting meanings clothes have in people’s lives. This article presents an analysis of diaries written by consumers of different ages and occupations over a period of three months in 2015. These consumers documented their clothing and shoe purchases, took inventory of the contents of their wardrobes, and reflected upon their clothing consumption. The aim of this study is to examine consumers’ use and consumption of clothing and how they deal with dissonances in relation to what they see as ‘sustainable’. What motivated their consumption? What compromises did they make? and What were the processes that determined their choices? The authors of the diaries claimed that they wanted to consume clothing in a sustainable manner, but they found that they did not. Direct criticism of the fashion system was often elusive and difficult for them to articulate. Consequently, instead of asking for the creation of a different fashion system, the authors of the diaries blamed themselves for their failures with respect to sustainable clothing consumption. Drawing on Affect Theory, the article discusses how emotional attachments informed the authors’ relationships with their wardrobes and the conflicting emotions surrounding the pleasure and pain of fashion. In their texts, they provided a number of different explanations as to why they bought, kept, and used clothes to justify why they consumed clothing even if they did not want to consume or felt that they should not. The diarists also remarked on how this made them feel about their consumption. Some claimed to “love” fashion. Others wrote they “hated fashion”, whilst others stated that they “didn’t care at all”. However, as was the case for all of the authors, the dream of owning a ‘perfect’ wardrobe pervaded their texts and worked as a way for them to deal with the dilemmas, contradictions, and struggles of fashion

Advertising · Aesthetics · Affect (linguistics · Art · Blame · Business · Clothing · Consumption (sociology · Criticism · Order (exchange · Pleasure · Political science · Shame · Sociology · Sustainability · Sustainable consumption · Crafts, Textile, and Design · Environmental Sustainability in Business · Fashion and Cultural Textiles · Law · Psychology · Social Psychology · Marketing

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