ITS 2020 explained episode 6: How to fight overconsumption & disposabile clothing, by Rosie Baird

Rosie Baird believes the root of overconsumption comes from the lack of value in design and the clothes we wear from both consumer and designer. Is it possible to design value? To design emotional connection? Sustainability and social awareness are at the core of her design process. She adopts a two-pronged approach to this, through seeking to use locally produced, sustainable materials and collaborating with local artisans; and through designing garments for longevity, with strong emotional durability, with the aim of reducing waste. She was selected for the fashion contest of ITS 2020 with her collection "Stories of Scotland" Rosie’s outfits are purposely designed to establish an emotional response, creating a connection with the wearer that is meant to extend the life span of the garment. The key areas she is tapping into in order to trigger such a passionate reaction are patriotism (Scottish in particular) and references to film and music (cultural arts that often evoke group nostalgia). The collection clashes traditional Scottish garments with the tacky side of the Scottish tourist industry, referencing many Scottish stereotypes in a light-hearted, tongue-in-cheek way. Her hope is that this design process encourages people to invest in key pieces they will treasure for a long time, thus reducing consumption and fighting the idea of disposable clothing. International Talent Support was launched in 2002 and throughout its history it has developed into the most highly r