Abstract
The aim of this study is to explore and describe how and where the slow fashion design praxis of selected South African fashion designers is positioned within design scholar Hazel Clark’s (2008) framework of lines of reflection for slow fashion. Slow fashion presents an alternative model to the currently dominant fast fashion system, by designing, producing and consuming fashion and clothing that respects the earth and its inhabitants whilst encouraging economic growth and skills development within local communities. Existing literature suggests that slow fashion may be present in some South African fashion designers’ praxis; however, it is unclear how their activities, products and approaches reflect slow fashion. The value of this study lies in the potential for developing creative strategies for promoting the local fashion design sector and sustainability in the South African fashion industry.
The study follows a qualitative approach to research and employs an intrinsic case study research design. The case study consists of five purposively selected respondents owning their own local fashion labels and noting slow fashion concepts within their company descriptions. Using data from collected interview transcripts for qualitative content analysis, the respondents’ approaches, activities and products are located within the relevant line of reflection of Clark’s framework indicating slow fashion. The findings offer insights and rich descriptions of how local slow fashion designers’ praxis reflect slow fashion.
Although the findings of the research are limited to a sample size of five respondents, a holistic examination suggests several notable findings. Slow fashion design praxis in South Africa focuses on supporting the local economy, particularly the fashion design sector, and ensuring ethical practices throughout the production value chain. It also emphasises interaction between designers and stakeholders including producers, manufacturing staff and the end-user. Local slow fashion designers aim to provide sensorial and durable products that satisfy user needs, tastes and preferences in order to extend the product-use stage and, ultimately, reduce overconsumption. Discussed emerging findings reveal several opportunities for the development of slow fashion in South Africa as well as further avenues of research for future research relating to slow fashion design.
M.A. (Design)