Why do we continue to buy more clothes even when we care about the planet?

This project looks at the emotional and social reasons behind fast fashion consumption, especially among young women. It explores how aspects such as identity, habit, and a sense of belonging influence our choices, and why awareness alone doesn’t always lead to action.

In response to the insights, a concept for a community-based Clothing Swap was developed. By encouraging conversations and hands-on experiences, the swap invites people to see their clothes differently, not just as trends, but as something worth valuing and keeping.