Communication of Fashion Sustainability in the USSR and Modern Russia: What Does the Young Generation Know About Ecological and Social Agendas in Fashion?

Abstract

Fashion sustainability is promoted and is slowly developing in modern Russia; however, this concept used to be popular back in the USSR under the notion of “saving”. The research objectives are: 1) to give an overview of social and ecological practices in the USSR and modern Russia; 2) to determine the current awareness of youth about fashion sustainability, and (3) to define what actions young Russians take to follow this trend. For these purposes an online survey was conducted between October and December, 2022 among Russian students. It showed that the respondents do know some of the practices of fashion sustainability, even without following fashion trends in general, and they practise them; however, their priorities, while buying clothing, are price, quality and comfort. To conclude, the communication of social and eco-agendas in fashion should be enhanced in Russia, brands should prioritise Corporate Social Responsibility (CSR). Conscious consumption and ethical attitudes to fashion should be encouraged and maintained at all levels, including businesses (brands, mass markets, etc.), Non Profit Organisations (NPOs), bloggers or influencers on social media, educational initiatives, and cultural and historical events (fashion shows, museums, etc.). The broader the coverage of the issue from different perspectives, the more engaged consumers will become.