Conceptual Zero Waste Fashion: Passive Subtle Communication to Drive Environmental Change

Abstract

The fashion industry's adverse environmental impact, driven by excessive waste generation and resource depletion, calls for innovative approaches to reduce its ecological footprint. One promising solution is zero waste fashion, which aims to eliminate textile waste throughout the production process. Pattern design plays a crucial role in zero waste fashion, as it maximises material utilisation and minimises cutting waste. By employing innovative pattern-making techniques, designers can optimise fabric usage, eliminating excess scraps and minimising textile disposal. During the 6-month design development period, this study focused on persuasive communication among peers or those given as peers. The research revealed the design technique utilised in developing “Masa” brand, as well as how each step will carry out its organic communication approach. This research conducted in testing of different patterns available online as open source to find out the best combination for multi fabric use in design. This study aims to highlight the possibilities of communicating certain values in subtle non aggressive methods by using ready to wear fashion as its media. The result shows that these indirect communication strategies do deliver messages subtly and come in connection before correction.