Fake remake

A main concern for researchers in the contemporary academic debate surrounding the development of more sustainable fashion design practices is to address the problems of consumerism and consumer behaviour. This chapter draws attention to the emergence of the faking of the remaking process by mainstream fashion brands to highlight how the damaging behaviours prolong and uphold unsustainable practices in the international fashion industry. An increased and general awareness within the market of sustainable design is often associated with these design aesthetics which have been established at the higher end of the market by designers/labels engaging with remake as a sustainable design process. The chapter highlights the importance of authentic production processes, and of making these processes transparent, particularly in respect of an emerging practice of duplicating an authentic remake aesthetic without adopting an authentic process. Research in the UK links an increase in public awareness with a consumer desire to &s;do the right thing&s;.