Fashion Creativity, Regenerative Practices and Visual Communication: an exploratory research

Abstract

This study investigates Generation Z’s perception of and engagement with sustainable fashion, vintage consumption, and upcycling practices, with the aim of understanding the factors that contribute to the persistence of conformity-driven consumption patterns despite growing environmental awareness. The research explores the gap between declared sustainable values and actual purchasing behavior, examining how circular fashion can be reframed as a tool for identity construction, responsibility, and creative self-expression. The study adopts an exploratory qualitative approach based on an online questionnaire administered to 100 university students aged 18 to 30. The survey combines closed- and open-ended questions addressing purchasing habits, knowledge of sustainable fashion and upcycling, perceived value of vintage garments, barriers to regenerative practices, and willingness to engage in reuse-based solutions. Data were analyzed in aggregated form to identify recurring patterns, critical issues, and opportunities for design intervention. Findings indicate increasing environmental sensitivity among respondents; however, sustainability remains marginal in everyday purchasing decisions, revealing a persistent attitude–behavior gap. Price, aesthetics, and convenience continue to dominate consumption choices. Results also highlight the importance of digital visual communication and participatory tools in enhancing trust, transparency, and engagement. Despite limitations related to sample size and disciplinary concentration, the study offers relevant exploratory insights. Its originality lies in integrating theoretical analysis, empirical research, and the proposal of an interactive digital platform that enables users to actively participate in garment regeneration, transforming sustainability into an experiential, educational, and co-creative process.

Keywords: Sustainable Fashion, Upcycling, Creativity, Visual Communication.

DOI: 10.54941/ahfe1007732