Fair share Consumption

ing users need to ensure a good fit and do all necessary alterations at the time of purchase to avoid unnecessary shipping and returns. To this end, one may use highly evolved and accurate digital / virtual dressing and fitting services or go to a local physical store. Since most production happens on-demand in this scenario, shops carry only limited numbers of readily-available garments, and is primarily for the purpose of trying them on in-person. E-commerce platforms of brands recommend a size based on the wearer’s dimensions and body type to avoid wasteful purchases. Clothing users buy garments that are adjustable - one size fits all with minimum alterations. These garments are attractive thanks to innovative design and construction methods. This flexibility in sizing eliminates discard of garments that no longer fit due to consumer size fluctuation. Owning and using fewer garments goes hand-in-hand with less washing and drying. Using communal energy-efficient washing facilities has become a norm, as well as repair services that are easily available and affordable. Social status and the meaning of fashion in this scenario are linked to scarcity-inspired creativity in a world of rationing. Frequent changes of outfits are considered in poor taste, and celebrities who do not creatively repeat outfits lose public appreciation. Public figures, celebrities, and influencers are encouraged to be creative with what they already have and to share their practices to educate the public about the values of frugality central to sustainability.

The concept of ‘fashion’ that relies on constant renewal of garments in one’s wardrobe for the sake of marketing-induced, short-term trends is abandoned in this scenario, but that does not mean that people do not dress well. “Dressing well” is less about being in line with the latest trends and more about developing one’s own style that people maintain or change slowly during their lifetime. Changes in wardrobes follow natural life evolution as opposed to marketing pressure or the Fear of Missing Out. Individuals continue to express their personality and to experiment through clothes, but this practice requires much fewer virgin resources and generates little waste.