Ordinary fashion consumption

Abstract

Through the lens of the theory of fashion consumption temporalities and by employing wardrobe studies with two different age groups of consumers in Danish and Ukrainian contexts, this paper investigates how ordinary practices of purchase, use and disposal have evolved over time due to the transformations of the societal macro characteristics. The study details the peculiarities of the consumption patterns of different age groups, demonstrating that despite the macro difference in interpretations of sustainable clothing consumption practices, the consumption partners of Western and post-Soviet consumers present certain similarities. Moreover, the present research challenges the previous studies by distinguishing an additional temporality of clothing consumption, which is particularly relevant for those studying transitions towards sustainability in fashion.

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