GARMNTS: Rewriting the rules of online fashion retail with ethics through storytelling and customization

In the fast-paced world of fashion, social media dictates trends that come and go by the whims of the average consumer; as a result, fast fashion overconsumption is rampant, throwaway culture is prevalent, and the ramifications are severe. This study aims to develop a web-based retailer prototype, "GARMNTs," that seeks to change the consumers' perception of ethical and fast fashion and empowers consumers to make more informed choices that align with their values, ultimately decreasing the negative impact of fast fashion overconsumption. Through storytelling and customization UX design strategies, GARMNTs fosters an engaging community that celebrates and encourages creativity and the visions of independent fashion designers. This research project contributes to the future of fashion, offering a unique platform that bridges the gap between consumers, independent designers, and curators, driving a transformative shift towards more conscious consumption in the fashion industry. Keywords: Conscious Fashion; Fast Fashion; Independent Fashion Designers; Social Media; Online Fashion Retail