Social marketing of clothing consumerism in education – and the call for Critical Design Literacy
In this paper we will show how changing behaviours towards more sustainable clothing consumerism is made in an educational material. In the first part of the paper, we will show in what way sustainable clothing consumption is promoted in the educational material named “Sustainable Fashion”. The material is produced by the Swedish NGO “Swedish Consumers” and consists of 17 design projects with and about clothes consumption. In the analysis, we will show the meaning that is made in the educational material using a practical epistemological analysis (PEA) and the use of aesthetic judgements (Hofverberg & Maivorsdotter, 2018). Secondly, we deepen the analysis with the aid of social marketing to show how the meaning of sustainable clothing consumption is communicated to change pupils’ behaviours. Finally, we will discuss our findings as a matter of critical design literacy, and particular teaching critical design literacy