Why is it that, despite more and more consumers worrying about sustainability, they continue to buy fast fashion? It is from this question that Joana Campos Silva, communications consultant and specialist in circular fashion, develops Nobody Buys Sustainability – A Guide to Transforming Fashion Consumption, a book that arrives in bookstores this Tuesday.
With more than 15 years of experience in the fashion industry, the author argues that consumer choices cannot be analyzed in isolation. The current consumption system prioritizes convenience, speed and low prices, often making it harder to opt for more responsible alternatives.
The work seeks, therefore, to shift the focus from individual responsibility to the mechanisms that condition consumption. The author argues that sustainability will only scale when the more responsible option is also the simplest, most accessible and desirable for the consumer.
Published by Bambual Portugal, the book crosses research, personal experience and examples from the Portuguese textile industry, addressing the role of companies, innovation, regulation and consumers in transforming the sector.
The publication also includes contributions from various figures linked to fashion and sustainability in Portugal, among whom Eduarda Abbondanza, president of ModaLisboa, Manuel Teixeira, of ModaPortugal, Ana Tavares, of RDD, Eunice Maia, of Maria Granel, and Paula Mendes, of Lipor.
Mónica Neto, director of Portugal Fashion, describes the work as “a true practical guide and ongoing mentorship for makers and designers.” Eduarda Abbondanza considers essential “to recover a longer-lasting and more conscious relationship with fashion.” Hugo Martins, CEO of Salsa Jeans, highlights, for his part, the fact that the book “refuses easy answers” in a sector marked by complexity.
“Sustainability does not scale on its own; it needs systems designed to work in the everyday lives of people,” argues Joana Campos Silva.
The book is available from September 1, priced at 22.50 euros, through Bambual Portugal’s online platform.
