"’I Don't Want to Feel Outdated’. The dissonance between product attachment and contemporary relevance".

Research output: Chapter in Book/Report/Conference proceedingConference contribution to proceedingpeer-review


Product attachment presents one aspect towards more sustainable clothing consumption. However, empirical research and narratives from several mature Danish womenreveal that product attachment runs parallel to their desire to radiate contemporary relevance. This desire challenges product attachment as a path towards more sustainableclothing consumption. Based on this research, the article presents four small narratives, each revealing product attachment working alongside the desire to radiate contemporary relevance. The findings emerging from the narratives are discussed and reveal that a strongproduct attachment appears to increase the number of times a specific clothing product isused. However, a strong product attachment does not automatically prevent replacement orcomplementary consumption. The article does not present any solutions to the challenge ofcreating sustainable consumption but draws attention to the need of redefining what it means‘to be in fashion’ and thus promoting a paradigm shift within fashion
Translated title of the contribution"Jeg vil ikke føle mig 'outdated'": Dissonansen mellem produkttilknytning og nutidig relevans".
Original languageEnglish
Title of host publicationDesign Culture : Cumulus Conference Proceedings Roma 2021, Volume #2
EditorsLoredana Di Lucchio, Lorenzo Imbesi, Angela Giambattista, Viktor Malakuczi
Number of pages11
Place of PublicationRom
PublisherEditrice Universita La Sapienza
Publication date11 Jun 2021
ISBN (Print)9789526490045
Publication statusPublished - 11 Jun 2021
EventCumulus Conference Rome: Design Culture(s) - Online
Duration: 8 Jun 202111 Jun 2021


ConferenceCumulus Conference Rome
Internet address
SeriesCumulus Conference Proceedings Series


  • aesthetics, design and media


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