Vacation Research Experience Scholarship 2008/2009

Abstract

This project is interested in the persuasive and motivational qualities and opportunities of fashion, especially with a view to visualise and communicate the status of the wearer leading an environmentally conscious and sustainable lifestyle. The project focuses on examples of ‘wearables’ that use smart fabrics, ubiquitous technology and pervasive computing to demonstrate environmental consciousness.

Although fashion design may help make geeky looking wearables fashionable, the focus of this project is not primarily the technology, but the way fashion can be used to express environmental concerns, to demonstrate environmental consciousness and in turn persuade and motivate others to follow, join or even compete. Technology may or may not be part of the approach, however, it will be useful in the beginning when explorating the following main aspects:

First, garments are objects that become desirable through various elements, from style and quality to socio-cultural elements such as belonging to a sub-cultural group. What are the processes that transform garments into desirable fashion items? How do they in turn re-create desire?

The second aspect is directly related to the first. As garments establish or underline the wearer’s status, rank or class, indicate belonging to a subculture or community, and fill the wearer with pride and joy, how can these socio-emotional attributes of fashion be employed for persuasion and motivation?

And third, the same attributes may also have an impact on spectators and onlookers who may try to conform, exceed, challenge (or simply ignore) the ‘fashion statement’ expressed through garments worn by others. How does fashion strike a balance between individuality and collectivity?

Team

• Monika Holgar (VRES Student)
• Dr Marcus Foth
• Dr Tiziana Ferrero-Regis

Publications

Holgar, M., Foth, M., & Ferrero-Regis, T. (2009, Jul 8-10). Fashion as a Communication Medium to Raise Environmental Awareness and Sustainable Practice. Paper presented at the Australian and New Zealand Communication Association (ANZCA) conference, Brisbane, QLD. (eprints >)