Why we through modern art can communicate about sustainable fashion

Art Is the hidden means of sustainable fashion in our everyday life to integrate?

Creative Direction Yana Gaevskaya & Art Direction Laura Noben © Anton Fayle

Often they say that if you want to create for yourself to do and not to help others. If you write, write about yourself, because others will see themselves in your story recognize. Art helps to put our right brain to use and stimulates our imagination to bring certain things to process, and be inspired. And art has a very broad way to get an idea to express, but it are the details that make us always remember.

Sustainability is not exciting

We can no longer deny that sustainability, in the context of clothing, a well-known concept. I believe that a breakthrough is that this fact, although not yet completely deciphered by many, a standard term has become.


Why we through modern art can communicate about sustainable fashion.

In addition, the new sustainable brands, technological developments and business models are very strong and they offer a serious alternative to the old fast-fashionsysteem. Yet there is in reality a big difference between you already have heard of, are teachable, have a positive connotation to give to the concept and effectively find your way around the sustainability principles and you make it your dress.

Sustainability is on all surfaces and in all other industries is quite complex, so it is also logical that sustainability is not easier in a very specific fashion. Last year, during the Mistra Fashion Future Fashion Summit in Stockholm, it was very clear that the integration of this evolution in the ordinary flow of the fashion system communication is the biggest stumbling block is.


Communication is the biggest stumbling block for the fashion industry in the field of sustainability.

‘How do we bring our story to the consumer, so that he spontaneously, in an instinctive way, which is wild?’, it was what all members of the senior management of the largest fashion retailers on the stand questioned.

More fantasy

The idea that we have more sustainable living is becoming more widely spread, but there is not always much effort has been made to the labels, to read or to get information. I’m already three years on sustainability to talk, but I realize all too well that it’s not about ethics only. What clothing does to us when we dress up, and the values associated are also play a major role. What touches us emotionally if we look good? What keeps us in if we are confident? Whether you like it or not, it is just that relationship with clothing that the ecological revolution in the fast-fashion circus can succeed.

Creative Direction Yana Gaevskaya & Art Direction Laura Noben © Anton Fayle

Currently, there is a clear form of correctness and activism present in the tone of communication around sustainability in fashion. The journalists are in camps divided: those who are about to communicate, and those who previously left . No one wants the bitter taste of greenwashing on his conscience. This is about sustainability, in as positive a possible, almost sterile, well-supported way to communicate. What is often missing however, is fantasy.

It seems almost that if you use the word ‘sustainable’ in the mouth dare to take, you don’t have sex , don’t drink alcohol, never get up late or something fixed, let alone that they you with a cigarette in a fast-fashion-dress will get caught. This approach, ladies and gentlemen, is not a common, sustainable future.


Organic food is in that respect entirely different, because we put it in our mouths and balance juices of organic vegetables with a good glass of wine. At the psychological level, the clothing barely to do with ‘eco’.


Clothing is directly connected with your identity.

Clothing is a pure form of Ben&Jerry’s on a Sunday night, a glass of champagne at new year, a healthy breakfast before you go for a walk and a dinner in a michelin starred restaurant. In our favorite pieces we experience the most intimate moments of our lives and therefore, you will your clothes not just to change as it is directly connected with your identity.

With this knowledge in mind, it is much more interesting to the communications around sustainability to address in a conceptual way, almost like an art performance, instead of consumers only seek help to express themselves.’

Read more: A handy guide to more conscious fashion to consume

The future is today

A few years ago, Michiel Schwarz and Joost Elffers wrote a book entitled, “Sustainism is the New modernism’. It is a simplified way of thinking to the subcutaneous change in the direction of sustainability. They hit all the themes except for fashion, because when in 2010 it was unthinkable that fashion is also a part would have to be from that book. To give an example: if modernism is, in essence, revolves around the making of the new, postmodernism around the use of the existing, then turns the sustainisme around the breathing of new life into everything around you.

From square to circle

Sustainability, with all its complexities and ambiguities, is not futurism and more. It is here and now and we should not pretend that the niche is.


Sustainability is not a futurism more. It is here and now.

If we abstract, in the modernism of the fast-fashion system previously a square where less is more and the nature of raw material and efficient and preferably minimalist. The sustainisme on the other hand, sustainable fashion rather as a circle, where you according to the principle of do more with less works, nature is a source of inspiration, behold, a connection and belonging primarily feel and the flow of complex concepts in a simplified and effective manner.

Modern art as a catalyst to Share

There Is in this new era of space for art that deals with sustainable fashion?

Is there in that new era than space for art that deals with sustainability and more specifically sustainable fashion? And what has it to do with the other? It would be naïve to think that art our overconsumption – and wegwerpgedrag will be able to solve. Still, there is a naïever to think that art not only has an influence on our perception and therefore may not lead to behavioural change. Let me you bring in this hypothesis about modern art, which is a hopeful and creative scenario, it may constitute the ethical philosophy around clothing. What makes modern art as an efficient means of getting around sustainability in fashion to communicate?

Read more: 7 tips to your personal style & why that will help your wardrobe to be more sustainable

Own conclusions

The most effective art has as an asset a variety of interpretation, what the viewer allows to learn something from his own world. This is the secret of modern art as the catalyst in a cultural change in behaviour. Illustrations, performances, photos, storytelling, the cultural representations to the imagination. So I want to go with this framework, is that our failure to take sustainable fashion to the wider audience is not the lack of interesting products or correct information, but to our lack of imagination.


The most effective art has as an asset a variety of interpretation

Not a single word, educational pamphlet, or attempted re-education will be more commitment for the duurzaamheidsdebat in the mode to do spark, an inspiring image, performance, installation, or experience that the observer allows to decide for themselves. It is often an emotional interpretation of what you just seen, or have read, which leads to consumers who themselves come to conclusions. And who itself to conclusions is even more convinced to do something about it.

If art is human connection, who is the artist?

As imagination and emotional engagement are as important for behaviour change, what is the role of an artist, a writer, an artist, than in this eco-conscious movement? The creatives, researchers, communicators and negotiators that complex things connect and make it accessible to a larger audience. This is also true for fashion brands that are currently stuck between the chains, their prices button and a similar offer, and designers who still have a greater creative freedom in the luxury market.

Imagine all the people

Sharing all the world…

You may say I’m a dreamer

But I’m not the only one

John Lennon (1971)

This verbeeldingsbusiness gives a chance to the customer in a very different way to look at sustainable brands and new initiatives, and so the consumer also to take in a world full of new possibilities.

Everything is a habit, but when there is a space for artists to create in a profound way, emotionally stimulating, intellectually challenging and visually seductive art to create then I can imagine that space will be at a neutral site, a new conversation. This conversation will be the way in which we shop, the clothing design, to business management and sustainability to communicate to a whole different level. If you read this and feel addressed by this: “I hope someday you’ll join us.’

Yana Gaevskaya lives and works between Belgium and Stockholm as Creative Director at Femme Concepts, Visual Communication Company. More information on

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