Green Fashion - A journey from Revolution to Revolutions

Academic literature on luxury consumption has recently devoted particular attention to the sustainability‐oriented communication (e.g., Amatulli et al., 2020; Moraes et al., 2017). Studies have observed multi-approaches to communicate the engagement of sustainable luxury firms with consumers, ranging from the use of flagship stores as branded space (Arrington, 2017), to the application of aesthetics as a mediator to communicate sustainability (Poldner et al., 2017). While aiming at consumer behaviour changes, such sustainability-interventions are found to place excessive responsibility on consumers, which leads to their strong resistance towards this responsibilisation approach (Eckhardt and Dobscha, 2019). To address the above challenges and contribute to the emerging strand of sustainability‐focused communication research (Jebarajakirthy and Das, 2021), this study adopts the social practices framework (Schatzki, 2002) as the theoretical lens.
The study adopted curation as a research methodology (Persohn, 2021) with a ‘double-curation’ approach, supported by participant observation and follow-up interviews. The researcher curated a pop-up exhibition ‘Green Fashion Journey’ using ethnographic data from a case study of Meritorious-Artisan Lan-Huong, whose introduction of Ramie AP1 as a new green fabric to luxury fashion has led to revolutions in multi-industries and areas. Participants joining the exhibition were then invited to partake in curating their own style of sustainable future fashion, which enabled them to engage with the multi-faceted nature of sustainability communication practices.