Rewear, Redefine, Co-design: Towards an Ontology of Pre-Loved and Personalized Fashion

Abstract

The concept of uniqueness is becoming increasingly central in consumer purchasing decisions, the desire for exclusivity and authenticity is manifested through the growing adoption of garments that enable individuals to express their identity, enhancing the personal value of the clothes they wear. This study explores the affective dimensions of fashion, focusing on the rise of hyper-personalized and pre-loved garments as key drivers of a paradigm of slower, sustainable consumption. Far from being simple trends, these practices enact significant transformation in how individuals and objects relate. Drawing on philosophical frameworks, the paper positions garments as transitional objects that embody personal and collective narratives, fostering emotional durability and a deeper connection with materiality. While hyper-personalization, empowered by digital interactivity, invites consumers to collaborate in the creative process, transforming garments into existential companions, the re-ontholisation of pre-loved garments challenges fast fashion’s disposability, framing second-hand clothing as a means of ethical resistance and ontological continuity. These dynamics, intertwined with principles of slow fashion and circular economy, point to a broader socio-cultural shift toward inclusive prosperity, balancing individual well-being, environmental integrity, and social justice, reframing fashion as a critical practice renewing its role as a medium for reimagining a more sustainable and existentially resonant sartorial culture.