How Storytelling Creates Sustainable Fashion
Storytelling is an essential element of sustainable fashion. It helps consumers connect with brands and understand the values and principles that drive them. In the case of Simple Pleasures, a collaboration between TENCEL™, Jeanologia and sustainable fashion designer Betina Grosser, the use of storytelling played a crucial role in bringing the project to life and communicating its message of sustainability, simplicity, and joy that creates an emotional attachment to our garments.
The importance of ideation and well thought through concepts before going into production cannot be overstated. This was evident in the experience of Michael Kininmonth, Global Business Development & Project Manager at Lenzing, who needed to find a new angle to present TENCEL™ Lyocell fibers and adapt his collections to showcase the environmental benefits and touch and suppleness of his materials. He knew that he wanted to create an emotional connection with his audience, especially in the aftermath of the COVID-19 pandemic, but he also understood that this would require a holistic approach to sustainability that considers the needs and values of consumers from start to finish.
To achieve this, Michael worked with fashion designer Betina Grosser and Carme Santacruz of Jeanologia, industry leaders and technology specialists, to co-design a collection that not only caught the eye and emotions of consumers, but also stood the test of time. They also surveyed 50 people from around the world, including friends, colleagues, and co-workers, to better understand what made them feel good informing the team on how to create an emotional connection through the garments they were making.
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