Dress and disaster: Fashioning creative responses to disaster

In the aftermath of a disaster, much attention is given to the reconstruction efforts of architects, urban planners and non-profit agencies. However, very little is known about the role of the fashion industry and its contribution to disaster response and recovery efforts. To what extent do disasters prompt the fashion industry to address the needs of disaster victims? Does it compel them to reassess the creative potential of fashion? If so, what is the extent of their involvement and impact? In addressing the role of fashion in disaster, this article has three goals – the first, to understand the nature and effectiveness of creative responses to disaster; the second, to analyse consumer perception and attitudes towards disaster-related initiatives undertaken by the fashion industry; and finally, to discuss ways in which the fashion industry might aspire to contribute to the impacts of disaster in ways that are more meaningful and socially responsible.