An average Swede buys 13 kilograms textile material every year, but an average Swede also throws away 8 kilograms every year. Adding a layer of exponential growth, I wonder what will happen with these numbers over the years and more importantly – how will it affect the emotional life of the consumer? Over the years I have developed an interest in the systemic entanglement of fashion – mainly as the urgency to create systemic shifts only has increased. 

Fashruption is a happy marriage of the words fashion and disruption, and forms the title for this travelogue, exploring what a fashruption could be. Fashion – that adorns the bodies to showcase the self in the social. A phenomenon in constant dynamic flow of becoming, that thrives on an expiration date. And disruption – that perhaps can release space for a renegotiation on the ways we create identities and consume fashion. But what kind of disruption has the power to challenge current behaviours?

This project is divided into two parts; first a problem setting design process focusing on exploring emotional logics (or illogics) that fashion is intertwined with, extracting reflections on relationships between production–consumption–creation of identities–waste. Secondly, a fashruption is suggested to be a large-scale campaign directed towards people with future-orientated momentum. It will present a strategy proposing ideas of designed material that gives space for self-reflection at the same time building knowledge, aiming to construct publics – who has the possibility to renegotiate the terms upon which they live.