Ordinary Fashion Consumption: Investigating the practices of clothing purchase, use, and disposal in Danish and Ukrainian contexts

Through the lens of the theory of fashion consumption temporalities and by employing wardrobe studies with two different age groups of consumers in Danish and Ukrainian contexts, this paper investigates how ordinary practices of purchase, use and disposal have evolved over time due to the transformations of the societal macro characteristics. The study details the peculiarities of the consumption patterns of different participant groups and highlights the differences in interpretations of sustainable clothing consumption practices at specific historical periods. Moreover, the present research demonstrates that due to the characteristics of the transitional
temporality of consumption (from fast to slow), which combines the macro and micro characteristics of fast and slow temporalities in different ways, the consumption patterns of Danish and Ukrainian participants present certain similarities. The transitional temporality of consumption (from fast to slow) has emerged during this research, challenging the previous studies, and it is particularly relevant for those studying transitions towards sustainability in fashion. It is because this temporality sheds light on both sustainable and unsustainable behavioural consumption patterns within temporality and can inform practical strategies, which can provide the practice
elements of which the desired ways of consumption can be made.