Sustainability communication : Trend institutes’ influence on thedecision-making of a fashion designer

Sammanfattning: Purpose & research questions: The purpose of this paper is to investigate the roleand influence trend institutes have on the decision a designer makes in the designand development of a garment/product’s lifecycle. Theoretical approach: The theoretical framework is based on the theories ofsustainability and trends but also on previous studies and models concerning thefashion design process and the environmental aspects of a garment’s lifecycle. Research Approach: The research uses a qualitative method based on multiple casestudies as research design. Conclusion: This research reveals that trend institutes have little or no influence atall for small, independent and high-end fashion designers, especially in sustainablefashion design because trend institutes are not perceived as knowledgeable enough oradvocates, yet. However, it is important to bear in mind the need to maintain thepicture of the high-end fashion designer as the one and only fashion contributor.Furthermore, The research evidences that there is no such thing as sustainabilitycommunication at trend institutes.