The paper refers to the extensive fashion consumption of our times, focusing on the emergingtarget audience and the level of awareness regarding fashion industry sustainability. Through ananalysis of the current state of the art and virtuous sustainable case studies, the paper aims topresent possible emergent service design solutions for more sustainable and conscious fashionconsumption that are quietly reshaping the fashion market Second-hand shopping, collaborativesharing of wardrobes, and the rediscovery of craftsmanship are creating new experiences andopportunities to engage with fashion, modifying the communication strategies and policies ofseveral brands in order to be chosen by more conscious consumers, such as the Gen Zcommunity.
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Giraldi et al. (2024) studied this question.
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