The resale market is booming, with more people than ever turning to secondhand fashion in pursuit of circularity. But as global textile production keeps breaking records, we must ask: is resale truly replacing new consumption—or just reshaping how we overconsume? This article explores the data, psychology, and brand practices behind the paradox of resale.
Cost per wear is often used to justify higher prices in the name of sustainability — but does a higher price really mean better quality or lower impact? Recent studies suggest it’s not that simple. This article explores the hidden complexity of “cost per wear,” from consumer psychology to garment durability, and why true sustainability requires more than just smart math — it needs mindful habits and emotional connection with what we wear.
Fashion isn’t just about clothes — it’s about emotion, identity, and connection.
To reshape the fashion system, we first need to understand what drives people to buy — and how those same psychological triggers can be used not to manipulate, but to communicate more responsibly.
This article explores the emotional roots of shopping behaviour and what they reveal about the future of conscious fashion communication.
Designing for longevity isn’t just about durable materials — it’s about sustaining meaning. Empathy in design means understanding how users feel and ensuring that products continue to connect with them over time. This article explores how familiarity and surprise shape emotional durability and offers tools to balance both in your design process.
Target group descriptions are a great start, but words alone often feel limiting. To truly understand and empathise with your customer, you need to bring them to life. In this article, I show you how to transform customer insights into inspiring tools: image boards and user personas. With these, you’ll not only see your target group more clearly but also design with empathy and confidence.
Many emerging designers start by creating what they like — but if your goal is to sell, your designs must serve your customers. Defining a clear target group will help you align style, function, and values with real customer needs. In this article, I explain why identifying your target group matters, how to research them, and share an example from my Dear Body collection.
The Business Model Canvas is more than a planning tool—it’s a way to see how your fashion business works as a whole. In this article, I break down its nine building blocks and show you how a small minimalist brand could map theirs. Whether you’re just starting or looking to refine your strategy, this framework will help you turn vision into action.
“Dear Body” is a womenswear collection I designed to explore how clothes can adapt to the changing female body and support emotional durability. In this case study, I share the research insights, design principles, and techniques I used to create garments that respect body changes, build confidence, and last longer.
What makes a business model truly sustainable? From resale and rental to repair, made-to-order, and recycling programs, fashion brands today are rethinking how they create, deliver, and capture value. This article breaks down what a business model really is, why it matters, and which models are shaping the future of sustainable fashion.
How can fashion brands design clothes people truly want to keep? From personalization and storytelling to timeless design and community, I explore six practical methods that help foster emotional durability. These approaches don’t just extend a garment’s lifespan — they build deeper customer loyalty and brand value.