Promoting upcycling fashion through DIY tutorials amongst Thai Generation Z

The fashion industry’s heightened focus on sustainable production has enhanced the emergence of varied eco-conscious procedures such as re-upcycling. Nonetheless, the multiple steps required for such procedures often lead to more expensive products, consequently lowering consumers’ motivation to purchase such products. Do-it-yourself (DIY) fashion videos can motivate individuals to try DIY fashion, while promoting sustainable production and consumption of clothing. This study tested if DIY fashion videos could be used to change the perception among Thai youth on the DIY sustainable fashion. An Instagram profile named ‘Broke Vogue’ was created and it shared a variety of DIY fashion-related contents and activities. The page gained 300 followers during the six weeks it was active. The profile also invited participants to take a survey to evaluate their attitudes towards DIY fashion. This served as the data source of this study. The majority of participants in the survey were university students (N = 102, 73.5 per cent women). The results confirmed that participants developed a positive opinion concerning DIY fashion after visiting the page. However, it also strengthened some negative stereotypes as participants were more confident that DIY fashion was not appropriate for senior citizens or citizens with financial issues.