Fibre Fantasies

With an increase in consumer demand for health and lifestyle products, some fashion and textile apparel brands are referencing problematic sources or misinterpreting scientific claims on the health benefits of textile fibres to sell wellness products a saturated social media market. This paper will unpack the textile fibre wellness phenomenon under an ethical consumption framework, specifically referencing the mystified storytelling tactic adapted by wellness brands from luxury brand marketing strategies. It will then provide examples of textile fibre wellness claims as case studies, examined through an objective lens in specific reference to claims of fibre frequencies and anti-microbial capabilities. The aim is to highlight the conflicting issues at play in wellness textile marketing and the need for stronger guidelines and legislation to assist brands and consumers to navigate this complex terrain in an ethical manner.