Re-think, Re-generate, Re-envisage fashionable sun-safe apparel

Brough, Dean & Baldwin, Louise (2013) Re-think, Re-generate, Re-envisage fashionable sun-safe apparel. In Global Controversies and Advances in Skin Cancer (GC-SC 2013), 21 - 24 November 2013, Brisbane, Australia. (Unpublished)


Design is a way of thinking and working that systematically can create immense societal change. In particular, fashion design is one of the most progressively forward-looking creative and commercial generators that can envisage and initiate meaningful visual and social transformation.

If we look back in time at the authority of fashion, many trends have significantly induced visual norms aligning glamour and health with tanned skin - numerous examples exist, including Vogue magazine proclaiming (front-cover) that ‘The 1929 girl must be tanned’. Indeed, in a contemporary landscape, fashion trends continue to re-generate apparel that, in-the-main, has limited design resolution connected to sun safety, and surprisingly many designers elect to ignore this vital and potentially lucrative market segment.

In a context with soaring skin cancer rates, how can this powerful design medium of fashion make a positive difference to sun protection; what is the untapped potential for young design talent to connect with the health sector for skin cancer prevention; and, how can fashion designers be swayed to design and produce fashionable sun-safe apparel, that address pertinent issues including heat build up, comfort and transformability?

Through a case study approach, examining emergent fashion designers, this paper will propose that astute and novel avenues exist for fashion to re-think sun protective apparel, including: generation of crucial design standards for sun-safe apparel, exploration of co-branding opportunities, advancement of fashion forecasting to connect modesty of body coverage to fashion trends and alignment of the market segment to re-envisage a critical mass for fashionable sun-safe apparel.

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ID Code: 65372
Item Type: Conference Item (Presentation)
Refereed: Yes
Additional URLs:
Keywords: Fashion sun safety, Apparel sun safe, Skin cancer and clothing
Subjects: Australian and New Zealand Standard Research Classification > BUILT ENVIRONMENT AND DESIGN (120000) > DESIGN PRACTICE AND MANAGEMENT (120300) > Textile and Fashion Design (120306)
Divisions: Current > Schools > School of Design
Current > QUT Faculties and Divisions > Creative Industries Faculty
Current > Schools > School of Public Health & Social Work
Copyright Owner: Copyright 2013 Please consult the authors
Deposited On: 15 Dec 2013 23:41
Last Modified: 30 Oct 2016 22:06

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