The Role of Digital storytelling, for Collective Sustainable Realization of Clothing

Digital Storytelling, with digital media such as images, text, music, audio and videos—is an effective medium to broadcast the social norms that are important for a sustainable fashion industry. F/ACT movement is one such project at the Science Park, University of Borås that promotes sustainable actions through the social media community, with the influencers who have pledged to become fashion activists. But the fashion industry that is driven by fast trends and consumption—has considerably invested in consumer’s ‘experience’ towards buying clothes. Be it of marketing campaigns, in-store as well as user-friendly e-commerce experience—and if experience can lead to buying that can be excessive, then experience should also potentially lead to retaining the clothing with consumers. Digital storytelling can act as a tool of social innovation, and therefore the purpose is to identify the role and importance of digital storytelling in social media by engaging in storytelling activities with F/ACT’s large social media community. It is further to identify values—that digital storytelling—might create to capture the experiences and form a positive relationship with existing clothing. The project is a qualitative action-research, by implementing storytelling as a data collection method and narrative inquiry as a writing and analysis method. As digital storytelling, is suitable for communicating complex information, sustainability in clothing as being acutely manifold, may also profit with media collaboration with fashion organizations