There’s a quiet revolution happening in fashion—and for those of us championing slower, more conscious design, it’s the kind we’ve been waiting for.
WGSN recently named 'deconsumption' as one of 2025’s defining consumer shifts but this isn’t just a trend to track—it’s a cultural reset. After decades of fashion cycles driven by overproduction, aggressive marketing, and low-cost, high-volume turnover, we’re seeing a new story unfold: one that values less, but better.
For slow fashion designers and sustainable fashion business founders, this isn’t just good news—it’s a green light. The world is catching up to what we’ve known all along: that style and sustainability don't have to be separated, and that thoughtful design is the only way forward for the industry and the planet.
So what is deconsumption and why does it matter now?
Deconsumption is more than minimalism or a temporary pullback on spending. It’s a mindset that reflects a growing disillusionment with fast fashion’s empty promises. Consumers are realising that more doesn’t mean better—and that overconsumption is exhausting.
WGSN’s analysis shows that today’s consumers are more intentional. They're seeking products with meaning. They want items that tell a story, investment pieces that last longer, and proud purchases that align with their values. They’re moving away from buying for the sake of it—and instead, investing in fewer, higher-quality pieces that reflect who they are and what they stand for.
This is slow fashion’s native territory, and it's an epic time to be running a slow fashion business with this cultural shift.
If you’re a slow fashion label, circular business, handmade brand or independent maker, this moment is your opportunity to move from the sideline to the spotlight. But tapping into the deconsumption mindset doesn’t just mean waiting for buyers to come to you—it means actively leaning in, communicating your values clearly, and showing your audience how your brand aligns with their evolving priorities.
Here’s how to do just that...
1. Lead with transparency and storytelling.
In the world of deconsumption, transparency isn’t optional—it’s expected. Consumers want to know where their clothes come from, how they’re made, and who made them. They want to feel a connection to what they wear, and to the people behind the brand.
This is where you have a massive edge.
Your production methods, your supply chain choices, your craftsmanship—these are not back-of-house details to hide anymore. They are the story. The more you share about your process, your values, and your vision, the more trust and loyalty you build.
Hot tip. Start by making your behind-the-scenes content a regular part of your communication. Introduce your makers (which means you, if it's just you). Share the challenges and triumphs of sourcing ethical materials. Celebrate the beauty in the details. This kind of storytelling not only humanises your brand—it helps consumers reframe fashion as a relational, not transactional, experience.
2. Celebrate longevity over novelty.
Fast fashion is all about constant newness—monthly drops, trend cycles, flash sales. But deconsumption is changing that rhythm. Consumers are increasingly seeking pieces that last, in both quality and aesthetics.
Designers now have permission—perhaps even a responsibility—to slow down. To create collections that prioritise wearability, versatility, and timelessness. Pieces that can be styled year-round and repaired rather than replaced.
Hot tip. Start integrating garment care education into your brand experience. Offer repair tutorials, host mending circles, or spotlight customers who’ve worn your pieces for years. By positioning longevity as aspirational, you reframe sustainable choices as stylish ones.
3. Educate through empathy.
One of the principles of good business and customer connection that I learnt while I built one of the largest online stores for ethical and sustainable fashion, is that the most powerful conversations come from understanding the other person’s point of view. And when it comes to fashion, many consumers are just beginning to question their buying habits.
Your job isn’t to shame them into buying differently—it’s to guide them with empathy. Meet them where they're at. Share what you’ve learned. Show how small choices (like choosing sustainable fashion or buying local) make a big difference. Create space for questions. This builds trust and positions your brand as an approachable leader, not just a maker of more stuff.
Hot tip. Turn your knowledge into value. Think short videos, blog posts, or Instagram reels that answer questions like 'Why does linen last longer?' or 'What makes a garment biodegradable?' Be generous with your insights—and people will return to you not just for products, but for perspective.
4. Collaborate and co-create.
Another way to lean into this moment of deconsumption is to partner with other values-aligned brands and creators. Deconsumption is inherently community-focused—it pushes back against the isolation of fast fashion by bringing us closer to the people and processes behind our clothes.
Whether it’s a co-branded capsule collection, a shared pop-up event, or a digital campaign around conscious consumption, collaboration is a powerful way to amplify your message and reach new audiences who already care about what you stand for.
Hot tip. Look beyond just other fashion labels. Think local ceramicists, organic skincare brands, textile recyclers, or secondhand boutiques. Collaborating across categories creates a richer story—and reminds consumers that conscious living is about more than just what’s in your wardrobe.
5. Design with purpose and price with confidence.
Many slow fashion designers struggle with pricing. It’s understandable—when you’re competing with $30 dresses and $10 tees from Temu, it’s easy to second-guess your worth. But deconsumption requires us to price honestly and realistically.
That means reflecting the true cost of ethical labour, sustainable materials, and slow processes. It means charging for value—not volume. And it means educating your audience so they understand what they’re paying for.
Hot tip. Use pricing as a teaching tool. Break down the cost of a garment (materials, labour, time, etc.) and share it with your customers. Transparency not only builds understanding—it empowers people to invest consciously.
You have a rare opportunity to take a cultural shift and use it to grow your slow fashion business right now.
Deconsumption is not just a consumer trend—it’s a cultural rebalancing. A return to fashion that is expressive, enduring, and ethical. And as a slow fashion designer, you’re not only equipped to meet this moment—you’re perfectly positioned to lead it.
This is your time to shine. To tell your story boldly, to price your work fairly, and to model what’s possible when creativity and care come together.
Because the future of fashion isn’t faster. It’s wiser, more sustainable, and infinitely more human.
If you're ready to align your slow fashion business with this powerful shift, I’d love to support you. Whether you’re looking for one-on-one guidance through private mentoring or want to connect with like-minded creatives inside the Slow Fashion Lab, there’s a place for you to grow, lead, and succeed.
Reach out, I'm here to help.
Claire x
