No. SI1 (2025): Special Issue
Essays

Play to prosper in fashion give me back my agency!

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  • Giulia Teverini,
  • Letizia Vaccarella
Giulia Teverini
University of Siena
Bio
Letizia Vaccarella
University of Siena
Bio
DOI: https://doi.org/10.36253/fh-3123

Published 14-07-2025

Keywords

  • games for change,
  • consumer behavior,
  • fashion,
  • eco-social responsibility,
  • player accountability

How to Cite

Teverini, G., & Vaccarella, L. (2025). Play to prosper in fashion give me back my agency!. Fashion Highlight, (SI1), 388–398. https://doi.org/10.36253/fh-3123

Copyright (c) 2025 Giulia Teverini, Letizia Vaccarella

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

The fashion industry plays a major role in driving planetary decline, primarily through encouraging overconsumption and fast fashion. While the industry’s impact is well-documented, less attention has been given to the role of consumers in sustaining these systems through their decisions and everyday practices. Engaging consumers in exploring the industry’s complex challenges is essential, and playful experiences offer a promising perspective. This contribution investigates the potential of games to foster transformative change. It begins with an overview of Italian case studies, showing that while educational games on sustainable fashion can raise awareness, they often fall short of prompting lasting behavioural change. To address this, a game-based project was developed in collaboration with an Italian B-Corp focused on eco-social sustainability. Using a participatory approach, company staff joined a one-day workshop to map the fashion supply chain and co-create game mechanics, dynamics, and aesthetics. A prototype was tested with participants of diverse backgrounds, using pre- and post-gameplay questionnaires to assess changes in interest, knowledge, and practices. Preliminary results suggest that gameplay can influence perceptions and behaviours, though revisions are needed to include more actionable content and everyday best practices.

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