📖 How can storytelling help sustainable fashion brands build deeper, more authentic customer relationships and connect clothing wearers to makers?
It’s a big question — and one that yesterday's Conscious Fashion Collective Membership panel unpacked with insights from Pushpika Freitas of MarketPlace: Handwork of India, Saloni Shrestha of AGAATI, and Marinés Medina of April Knit Studio, moderated by Stella Hertantyo.
📝 Here were 3 of my takeaways from the panel how storytelling in fashion can deepen trust, convey impact, and connect customers to the people behind our clothes.
1️⃣ Storytelling is a Responsibility, Not Just a Strategy
Ethical storytelling centers dignity and consent. It’s not about crafting a narrative for artisans — it’s about amplifying stories *with* them, in a way that honors their humanity and respects their privacy. Fair fashion brands can spotlight artisans' creativity, cultural knowledge, and journeys, while being mindful of not romanticizing hardship.
2️⃣ Don't Underestimate the Power of Visual Storytelling
And you can lean into visual storytelling even before you have a full collection to launch or professional photography ready to go. Customers are craving realness more than polish — sharing sketches you didn’t use, imperfect photos, or a peek into your decision-making process (moodboards, materials, etc) can bring your community on the journey.
3️⃣ Customers Are on a Journey, Too
Brand storytelling can help guide your community — not by preaching, but by inspiring curiosity, offering education, and celebrating the shared values that brought them to your brand in the first place.
And small brands have a deep connection advantage. When you know your makers and your customers, you can tell richer stories than a corporation ever could. Your closeness is your superpower.
✨ As Mari said: “It’s not just slow fashion, it’s soul fashion.”
In a noisy world of greenwashing, emotional connection and storytelling are what can set slow fashion brands apart.
Which of these insights spoke to you the most? How are you implementing storytelling in brand communications?
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CFC Members can unlock the full recording of this panel! Learn more about membership here: https://lnkd.in/g-jttEue