Upcycling: The Art Nouveau of Fashion?

This paper explores the intersection of sustainability, aesthetics, and ethics within the fashion industry, focusing on upcycling as a key driver of the green fashion movement. By drawing parallels with the Art Nouveau movement, the article examines how upcycling can serve as a catalyst for both ethical and aesthetic transformations in the industry. Through a detailed analysis of concepts such as art, craft, style, and taste, the paper investigates whether upcycling can become the linchpin of a paradigm shift toward more sustainable fashion. It also considers the influence of deconstruction fashion, particularly the works of designers like Margiela, Demeulemeester, and Kawakubo, as foundational to the timeline of “reuse, reduce, recycle.” Ultimately, the paper aims to establish a theoretical framework that links aesthetic reception, social belonging, and marketing effectiveness to the industry’s ethical practices, assessing the potential for upcycling to influence fashion’s future sustainability.