Green fashion: A journey from revolution to revolutions

An affective and effective sustainability intervention in marketing

From 19–23 March 2024, the “Green Fashion” exhibition took over the LSBU Hub Exhibition Space in London. Curated by Dr. Mai Khanh Tran (Mika) from London South Bank University and funded by the Academy of Marketing and the Marketing Trust.

The exhibition formed part of an international research collaboration aiming to understand how sustainable materials in luxury fashion can inspire greener consumer behaviours.

Bringing together partners such as the Embassy of Vietnam in the UK, Lan Huong Fashion House, Vietnam Communications Corporation, Arts University Bournemouth, and Freie Universität Berlin, the project used arts-based methods, with exhibition and curation serving both as research tools and sustainability communication strategies.

Ramie: A material with transformative potential

With fashion responsible for up to 10% of global carbon emissions and rising climate concerns, new materials are urgently needed. This project explored ramie a natural, biodegradable fibre with antimicrobial properties, tensile strength, and full decomposition capacity as a viable alternative for sustainable luxury fashion.

Vietnamese designer Artisan Lan Huong was the first to introduce Ramie AP1 to the UK during her 2023 debut. While her previous event reached diplomats and officials, this exhibition marked the first public-facing exploration of ramie’s potential to influence consumer perception and lifestyle change.

The Four Exhibition Zones

Zone 1: History

‍Presented ramie’s origins, technical qualities, and cultural significance through paintings, photos, illustrations, infographics, and fabric samples. Visitors interacted by reading, touching, and discussing the material's journey.

Zone 2: Story

Explored the inspiration behind traditional ramie dresses, linking symbolism, colors, and design choices to sustainability. It invited reflection on the meaning of fashion and the true value of luxury.

Zone 3: Revolutions

‍Highlighted ramie’s broader potential across industries—like agriculture and packaging—showing how innovation in one sector can inspire systemic change and empower individual action.

Zone 4: Future
An interactive workshop where visitors co-created sustainable ideas through drawing, sketching, and sharing, imagining new futures for fashion and consumption.

‍Key insights: From materials to meaning

This project contributes to sustainability communication by addressing a common challenge: how to avoid overwhelming or alienating consumers. Rather than placing responsibility solely on individuals, the exhibition invited collective reflection through immersive experience.

A key theoretical insight was the expanded notion of “material” not only as physical matter but as emotional and cultural substance. Ramie became a symbol of deeper values: authenticity, intention, and emotional attachment. Aligning material form with spiritual meaning may be essential for sustainable consumption to truly take root.

Impact and recognition

In one week, the exhibition attracted over 1,500 visitors from various sectors. It was nominated for the National Award for Foreign Information (Vietnam) and received broad media coverage in both Vietnam and the UK, including 20+ published articles.

Dr. Mika was invited to deliver a keynote at the Natural History Museum, where she presented “Green Fashion” under the theme Cultural Representation of Nature and Sustainability, sharing how art and curation can act as agents of behavioural change.

Ongoing conversations and next steps

The impact of “Green Fashion” continues. The project has been presented at national and international academic forums and will feature at the Consumer Culture Theory Consortium at King's College London in June 2025.

Looking ahead, a new edition of the exhibition is in development, combining art and technology to deepen public engagement with sustainable luxury. As the climate crisis accelerates, this work shows that revolutions in consumption begin with meaningful, collective stories and the materials that carry them.