Fashion sustainable, conscious communication and consumption: a case study in Rio Grande do Sul

“This study aims to understand how the concept of fashion relates to sustainability and conscious consumption through brands which are searching new ways of producing clothing pieces and accessories, with social awareness as well as not causing environmental impacts. Fashion, as a social cultural production in a given moment and space, reflects the transformation in the consumer relations in which communication plays an important role in the dissemination of social and environmental values. Further then just the ecologically produced goods, sustainable fashion can generate new behaviors and transforming tendencies, giving it a meaning and rethinking the logic of the consumption nowadays, whose economical viability can not be unlinked from the ethical and social principles, besides redefining the role of the manufacturers, designers and customers. Starting from a qualitative research, we did an analysis of multiple crossed study cases in which five fashion companies from Porto Alegre, RS – Brazil, have participated and whose practices have been identified in various levels and through specific approaches, always considering the concepts of sustainability. The data collected in the companies as well as among a costumers sample group, suggest that the balance in the action of the main actors opens paths for new businesses, guided by ethic and responsibility, seeking for a greater sustainable development in the area. In this scenery, still being built, Slow Fashion represents an alternative for production and consumption, whose perception is linked to a focused communication in its values, being able to motivate and inspire behaviors which meet the new established paradigm: the conscious consumption”.

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Madeleine Müller | Orientador: Francisco Mesquita