Introduction
This article reports on the first two years of an ongoing research project that focuses on empowering women in a deprived area of London through fashion design. The choice of working exclusively with women is driven not only by the researcher’s personal preference and family history but is informed by evidence that suggests that empowering women and giving them access to the labour market contributes to reducing poverty, improving the health, nutrition and education of children and is essential to achieving the UN Sustainable Development Goals.1 However, according to UN Women, the COVID-19 pandemic has intensified gender-based violence, deprived many women from their livelihoods due to job loss and increased domestic burdens, and pushed even more women and girls into extreme poverty.2 These are the reasons why UN Women advocates to focus on giving women and girls the tools to build resilience. Within this broad context, the research3 seeks to contribute to that goal at its modest and micro level. It aims to explore patternmaking through the lens of design for social innovation and investigate the potential of patternmaking and garment making as a vehicle for social change. This project intends to answer the following research question: In what ways can patternmaking and garment making be used to foster social change within diverse women’s communities in London? To answer this question, three research objectives were set: to map the field of patternmaking and analyse its potential as a method of fashion design for social innovation; to develop a participatory approach to patternmaking and garment making; to test the approach with groups of women and assess its immediate social impact.
Patternmaking
Metric and Creative Pattern Cutting
In the Global North, the pattern cutting field is split into two main
schools of thoughts: metric pattern cutting and creative pattern
cutting.17
Metric pattern cutting is the “drafting [of] the paper pattern ‘flat’,
relying on the measurements of the human body as a guide”.18 This process creates “a set of flat
paper or cardboard pattern pieces that, when cut in fabric and
sequentially stitched together, creates the garment”.19
This is the most common method employed in the fashion industry,20 and also the “near-universally
dominant” method taught today.21 Metric pattern cutting
has been described as “a methodical and mathematically complex
discipline, divorced from creativity”.22
Pattern cutting has traditionally been the step following the design of
a garment, translating the designer’s sketches into patterns, and
preceding to manufacturing. Its role is then to “realise the vision of
the designer, transforming a 2D design into a 3D garment”.23 The designer is thus commonly seen
as the predominant owner of creativity and as the only one worthy of
recognition and esteem.24
This hierarchical conception of fashion design and this definition of
pattern cutting, deprived of creativity, is criticised by several
designers, pattern cutters and researchers. They promote a more
equitable distribution of the creative role and ask for more recognition
of the crucial role and creative potential of pattern cutting within
fashion design.25 In the industry and in educational
settings, we talk about creative pattern cutting. Beyond draping on the
stand, creative pattern cutting involves researching and developing new
ways of designing where pattern cutting takes the lead.26
By placing pattern cutting at the centre of design, those new design
approaches challenge traditional methods and take more creative risks as
a way to “create new possibilities”.27 Some examples are
Sato’s transformational reconstruction method and Nakamichi’s Pattern
Magic approach, Rissanen’s and McQuillan’s zero-waste fashion design,
Julian Roberts’ Subtraction pattern cutting and Iszoro’s Accidental
cutting.
Challenging the Global Practice of Pattern Cutting
This dichotomous description of the pattern cutting field exists in a
Western and Westernised approach to fashion design. It is crucial for
this study to consider a broad definition of pattern cutting that
includes the many traditional and indigenous ways of constructing a
garment, too often omitted in a Western definition of fashion design. In
this context, O’Neill’s definition of pattern cutting appears
particularly suitable: “pattern-cutting involves a technical, conceptual
and creative transformation: It turns two-dimensional cloth into
three-dimensional garment form, changing fabric into fashion”.28
This broad definition of pattern cutting also questions the meaning of
pattern cutting itself. Many terms are used to refer to pattern cutting,
often interchangeably: pattern cutting, pattern making, pattern design,
pattern engineering, and technical design. For this research, I argue
that pattern cutting and garment making are intrinsically connected,
even being a unique activity in some cases. As a consequence, I
deliberately choose to use the term ‘patternmaking’. The word ‘making’
implies a more holistic view of the design and making process and the
role of ‘pattern cutting’ at every stage of fashion design. Based on
this inclusive definition, I suggest a different way of looking at
patternmaking. I distance myself from the Western categorisation based
on creativity potentials, and geographical or cultural origins, to
consider all patternmaking methods equitably and broaden their
possibilities for creativity and innovation. Therefore, I have chosen to
analyse pattermaking methods from a technical standpoint. I have defined
four categories based on the starting point of the patternmaking/design
process (Fig.1): methods starting from measurements, from fabric, from
shapes or from pattern requirements or constraints. By organising and
categorising pattern cutting methods as equal alternative ways to create
garments, disregarding what I argue are arbitrarily allocated creative
potentials, it offers a ‘toolbox’ from which methods can be selected and
combined to develop new ideas.
The literature review has revealed the following knowledge gap: patternmaking does not seem to have been considered as a fashion design practice that could be used to foster social change in a participatory way. By applying the principles of design for social innovation to patternmaking and by formulating a more inclusive definition, a participatory practice-based methodology that aims at engaging women to develop their own creative practice was developed for this study.
Methodology
Participatory Practice Research
This research is guided by the principles and values of design for social innovation, namely participation, inclusivity, and social justice. This qualitative research values the participants’ voices and practices as meaningful interpretations of the world. It is situated within an interpretive paradigm in the sense that it values multiple subjectivities, including the researcher’s,29 but it also follows a transformative paradigm that “promotes human rights, social justice and social-action-oriented perspectives”.30 The research strategy adopted for this project is ‘participatory practice research’. This builds on two types of strategies: participatory action research and practice research (Fig. 2).
Participatory action research involves partnering with non-academics to co-research and generate knowledge on a topic or an issue that they are facing following a collaborative and participatory process.31 It values people and their knowledge and skills, and it places them as co-researchers in the project. Participatory action research is a powerful approach to understand people’s experiences and their process of sense-making.32 Practice research values practical and tacit knowledge as much as theoretical knowledge and places practice at the centre of the research inquiry.33 It develops sited practices that contribute to knowledge in the form of “new concepts/designs and new knowledge, relevant to and for assessment by the community in the situation, as well as in new concepts/designs and new knowledge for design practice and for design research”.34 Participatory practice research combines both strategies. The object of research is not the researcher’s practice but the research participants’ practices and their outcomes, both tangible (i.e. artefact or design) and intangible (i.e. the change generated by the practice). In this, the role of designers is to build on their practice to develop the conditions and infrastructure for participants to develop their own practice.35
Research Methods
In order to engage community members, making workshops appeared as an appropriate research method for this participatory practice research. Workshops enable participants to engage in activities that lead them to “ideate, develop, envision and sketch together, to imagine future design objects or services and their uses”.36 In fashion design for social innovation, collective making workshops are often used as method to involve community members.37 For this research, workshops have been developed following a ‘maternalistic’ approach of co-design: increasing doses of creative ‘optimal frustration’ are introduced; “that is just enough to create a proper environment”38 for the participants to progressively transition towards full creative agency. Thus, the approach consists in a series of eight making workshops (Fig. 3), built around the definition of patternmaking as a fashion design practice, which aim is to progressively lead participants to develop their own practices.
The ‘journey’ is split into four ‘chapters’: the first three
introduce three different patternmaking methods, namely reproducing a
garment by copying its pattern, using simple geometrical shapes to
create garments, and modifying a simple dress using draping techniques.
During the last chapter, participants create their own garment, making
their own creative and making decisions. Participants were recruited
with the help of a gatekeeper organisation that supports the local
community. Participants are women living in the neighbourhood, ideally
with some sewing experience and visiting the gatekeeper organisation
regularly. During the workshops, in a similar way as for an ethnographic
study, qualitative data (i.e. observations, questionnaires, photography,
participants’ notes, physical artefacts) are gathered through “watching
what happens, listening to what is said, and/or asking questions […],
collecting documents and artefacts”.39 The qualitative data
gathered are then analysed following two approaches: Thematic coding:
categorising data under identified themes allows for the identification
of insights from a large volume of qualitative data.40
Chronological comparisons: Each participant’s journey is analysed in a
chronological way to identify patterns of evolution.41
This should lead to a qualitative assessment of the short-term impact of
the workshops and assess if the approach is successful in generating
positive social change.
Participatory Practice Development
This section reports on the process and outcomes of the delivery of two series of patternmaking and garment making workshops in Somers Town, London Borough of Camden from May to November 2022.
Local Context
Somers Town, located between Kings Cross and Euston train stations,
is considered one of the most deprived areas in England, suffering from
multiple types of deprivation and social challenges: income deprivation,
poverty impacting children (50.7% of children are living in poverty) and
older people, unemployment, health issues (including anxiety and
depression), crime and disorder.42 A total of ten
participants have taken part in the first two series of workshops. All
of them considered themselves beginners in sewing and had limited
patternmaking knowledge. Once a week, we met for three hours to explore
and experiment with patternmaking and garment making. The sessions were
led by the researcher and one or two workshop assistants, whose role was
to support the participants.43
The sessions are designed in such way that the techniques can be
replicated outside the workshop setting: affordable domestic sewing
machines are used, and technical equipment is replaced as much as
possible by objects readily available or purchasable at a low price. The
material used is calico fabric, an unexpensive unbleached woven cotton
fabric which helps participants to release their creativity and lifts
the worry of making mistakes and wasting a more expensive and delicate
fabric. As the workshops are organised in an open and adaptable way, the
participants were able to develop their own designs for every ‘chapter
of the journey’. An array of artefacts was produced showcasing the wide
variety of techniques which the participants experimented with (Fig.
4).
Outcomes
The review of the fieldnotes, the feedback questionnaires and the analysis of the physical patterns and garments made during the workshops, reveal that participating in the workshops has had a positive impact on the women. At workshop level, the participants seem to have experienced some positive change in the following areas:
- Skill acquisition: At the beginning of the project, all the participants declared to be beginners in sewing and to have limited knowledge of patternmaking. During the workshops, they learnt about and experimented with three different patternmaking techniques which empowered them to develop their own design ideas (Fig. 5). All have expressed a desire to learn more advanced skills and some plan to join formal training.
- Creativity development: the participants had the freedom to create their own designs. The variety of garments made (tops, dresses, trousers, skirts, waistcoat, sofa covers, capes) and techniques used (ruffles, darts, pleats, raglan sleeves, appliqués) illustrate that point. Moreover, all of them experienced fashion design through making. During the making process, new design ideas emerged, and the participants were able to try them out and change their original design idea, often surprising themselves along the way. As a result of their participation in the project, all of them said that they “definitely” felt inspired and intend to use their patternmaking and sewing skills in the future and most of them feel more creative.
- Community engagement: the workshops were an opportunity to meet new people and make new friends. Participants often helped each other and shared their knowledge and ideas (Fig. 6).
At a deeper personal level, their participation in the workshops has contributed to improving their wellbeing and confidence:
- Well-being: all the participants have enjoyed the workshops “very much” and consider that the project has met their expectations. The participants also experienced great satisfaction and pride in completing physical pieces of design. Indeed, all of them would be happy to exhibit their work.
- Self-confidence: All the women mentioned that participating in the workshops have made them feel positive and more confident in their sewing, patternmaking and fashion design skills (Fig. 7). This also manifested in more concrete ways during the workshops; for instance, in the way they used the sewing machines with more confidence or in trying things out without asking for validation beforehand.
- Agency and empowerment: Along the journey, the participants became more independent and autonomous in making their own decisions and finding solutions. While at the beginning they preferred following instructions, asked for validation when trying new things, and worried about making mistakes, they progressively took more ownership of their projects, suggesting other ways of doing things, bringing their own fabric, patterns, and garments.
The following quotes show the personal journey of one of the
participants:
“We are not designers.” (01.11.2022)
“I went shopping with my daughter this week. She liked a dress but it
was poor quality. I told her that I can make it. I looked at the
garments and it gave me lots of ideas.” (08.11.2022)
“My daughter told her sister ‘Look, mummy is becoming a designer’.”
(15.11.2022)
As a result of their participation in the workshops, participants feel empowered to be creative and express their ideas and individuality. Some have expressed the desire to pursue further fashion design education, made to sell and open a dedicated making space. It is still early to observe any long-term change, but some stepping stones have been laid for the participants to develop future opportunities for themselves and the community.
Conclusion
The preliminary outcomes of the workshops suggest that patternmaking
and garment making can indeed foster social change when used in such a
participatory way, thus filling the knowledge gap identified in the
literature review. In the context of this study, two necessary
conditions must be fulfilled for patternmaking to act as a vehicle for
social change. First patternmaking is defined as a practice of fashion
design and its crucial role at every stage of the fashion design process
is recognised. Then a more inclusive approach to the discipline is
followed, by equally considering various methods of garment
construction, including those too often omitted in a Western definition
of fashion design. Only then, can the values of social design for social
innovation, namely participation, inclusivity, and social justice, be
applied to develop a participatory methodology that allows the
participants to develop their own practices. Therefore, this study not
only presents a methodology of fashion design for social innovation, but
it also suggests an original understanding of the field of
patternmaking.
These first two years of research have also revealed some challenges
that many community-based research projects face and that should be
investigated further, such as accessing community groups, securing
funding, evaluating social change, designing a legacy strategy, and
managing the various roles of the researcher and designer.
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This article presents partial results of an ongoing research project.↩︎
Sandy Black et al., Final Report — Rethinking Fashion Design Entrepreneurship: Fostering Sustainable Practices (London: Centre for Sustainable Fashion, no date), 4.↩︎
Safia Minney, Slave to Fashion (Oxford: New Internationalist Publications Ltd, 2017); Anthony Sullivan, “Britain’s ‘Dark Factories’: Specters of Racial Capitalism Today,” Fashion Theory, 26.4 (2022): 493–508, https://doi.org/10.1080/1362704X.2022.2046861.↩︎
Christophe Hansen, Jafar Iqbal, Maansi Parpiani, Ridhi Sahai, Vaiddehi Bansal, Mithila Iyer, Michelle Davis and Kareem Kysia, “Ripped at the Seams: RMG Sector Workers During a Global Pandemic,” Journal of Modern Slavery, 6.2 (2021): 79–105, https://slavefreetoday.org/journal_of_modern_slavery/v6i2a04_RippedattheSeamsRMGSectorWorkersDuringaGlobalPandemic.pdf; “Boohoo & COVID-19 — The People Behind the Profits,” Labour Behind the Label, https://labourbehindthelabel.net/wp-content/uploads/2020/06/LBL-Boohoo-WEB.pdf.↩︎
MSEs stand for Medium and Small Enterprises. Black et al., Final Report.↩︎
See Francesco Mazzarella and Sandy Black, “Fashioning Change: Fashion Activism and its Outcomes on Local Communities,” Fashion Practice, 15.2 (2023): 230–255, https://doi.org/10.1080/17569370.2022.2095729.↩︎
Enzo Manzini, “Making Things Happen: Social Innovation and Design,” Design Issues, 30 (2014): 57.↩︎
TEPSIE, “Social Innovation Theory and Research. A Guide for Researchers,” TIPSIE, 4 (2014), https://www.youngfoundation.org/our-work/publications/social-innovation-theory-and-research-a-guide-for-researchers/.↩︎
Adam Thorpe and Lorraine Gamman, “Design with Society: Why Socially Responsive Design is Good Enough,” CoDesign, 7.4 (2011): 217–30, https://doi.org/10.1080/15710882.2011.630477.↩︎
Loukia, “Story LOVECOATS at Za’atari Refugee Camp,” accessed October 13, 2022, https://www.arts.ac.uk/colleges/london-college-of-fashion/stories/lovecoats-at-zaatari-refugee-camp.↩︎
“Procession Banners 1918–2018,” Studio Orta, accessed September 29, 2022, https://www.studio-orta.com/en/artwork/689/procession-banners-1918-2018.↩︎
Anja L. Hirscher, When Skillful Participation Becomes Design: Making Clothes Together, PhD dissertation (Finland: Aalto University School of Arts. Department of Art, Design and Architecture, 2020).↩︎
Mazzarella and Black, “Fashioning Change”.↩︎
Laura Caulfield, Kerry Curtis and Ella Simpson, Making for Change. An Independent Evaluation of Making for Change: Skills in a Fashion Training & Manufacturing Workshop (London: London College of Fashion, 2018), http://artsevidence.org.uk/media/uploads/181030-making-for-change-min.pdf; Francesco Mazzarella, Making for Change: Waltham Forest. Project Report (London: University of the Arts London, 2020); Patrycja Kaszynska, Adam Thorpe and Samuel Mitchell, MAKE (E)Valuation Report (London: University of The Arts, 2022), https://www.arts.ac.uk/__data/assets/pdf_file/0014/332033/Final_Clean_MAKE_EvaluationReport_070222.pdf.↩︎
I choose to use the term “metric pattern cutting”, in line with Aldrich’s books. See: Winifred Aldrich, Metric Pattern Cutting (Oxford: Blackwell Pub, 2004).↩︎
Dennic Chunman Lo, Pattern Cutting (London: Laurence King Publishing, 2014), 6.↩︎
Laura A. Hardingham, “How Can a Box Become a Garment,” International Journal of Fashion Design, Technology and Education, 9.2 (2016): 97, https://doi.org/10.1080/17543266.2016.1167254.↩︎
Timo Rissanen, Zero-Waste Fashion Design: A Study at the Intersection of Cloth, Fashion Design and Pattern Cutting, Phd Dissertation (Sydney: University of Technology, 2013), http://hdl.handle.net/10453/23384; Inês Simões, Contributions for a New Body Representation Paradigm in Pattern Design, PhD Dissertation (Lisboa: Faculdade de Arquitectura da Universidade Técnica de Lisboa, 2012).↩︎
Rickard Lindqvist, Kinetic Garment Construction Remarks on The Foundations of Pattern Cutting, PhD Dissertation (Sweden: University of Borås, 2015), 69, https://www.academia.edu/11973607/kinetic_garment_construction_remarks_on_the_foundations_of_pattern_cutting.↩︎
Kevin Almond and Jess Power, “Breaking the Rules in Pattern Cutting: An Interdisciplinary Approach to Promote Creativity in Pedagogy,” Art, Design and Communication in Higher Education, 17 (2018): 34.↩︎
Anna Kuznia, Alana James and Bruce M. Roberts, “Transforming the Sequential Process of Fashion Production: Where Zero-Waste Pattern Cutting Takes the Lead in Creative Design,” International Journal of Fashion Design, Technology and Education, 9.2 (2016): 149.↩︎
James and Roberts, “Transforming the Sequential Process”; Rissanen, Zero-Waste Fashion Design; Minna Shim, “Credit For Creativity: Fine Line Production,” in Just Fashion Critical Cases on Social Justice in Fashion, ed. Otto Von Busch (New York: Selfpassage, 2012).↩︎
Kevin Almond, “Insufficient Allure: The Luxurious Art and Cost of Creative Pattern Cutting,” The International Journal of Fashion Design, Technology and Education, 3.1 (2010): 15–24; Kevin Almond, “The Status of Pattern Cutting,” Fashion Practice: The Journal of Design, Creative Process and The Fashion Industry, 8 (2016): 168–80, https://doi.org/10.1080/17569370.2016.1147692; Eva Iszoro, Direct Methods of Creative Pattern Cutting, Pedagogy and Experimentation, PhD Dissertation (Madrid: ETSAM-Architecture School, Polytechnical University, 2016); Julian Roberts, “Free Cutting,” Tumblr, accessed May 18, 2019, https://subtractioncutting.tumblr.com.↩︎
Kuznia, James and Roberts, “Transforming the Sequential Process”.↩︎
Timo Rissanen and Holly Mcquillan, Zero Waste Fashion Design (New York: Bloomsbury, 2016), 84.↩︎
Alistair O’Neill, Exploding Fashion Making, Unmaking, and Remaking Twentieth Century Fashion (Tielt: Lannoo, 2021), 9.↩︎
Mark Saunders, Philip Lewis and Adrian Thornhill, Research Methods for Business Students (Harlow: Pearson, 2019).↩︎
Patricia Leavy, Research Design: Quantitative, Qualitative, Mixed Methods, Arts-Based, and Community-Based Participatory Research Approaches (New York: The Guildford Press, 2017), 13.↩︎
Leavy; Alice McIntyre, Participatory Action Research (London: SAGE Publications Ltd, 2008), https://dx-doi-org.arts.idm.oclc.org/10.4135/9781483385679.↩︎
Leavy.↩︎
Craig Vear, The Routledge International Handbook of Practice-Based Research (Abingdon: Routledge, 2022).↩︎
Patrycja Kaszynska, Lucy Kimbell and Jocelyn Bailey, Practice research in design: Towards a novel definition. Social Design Institute Working Paper (London: University of the Arts London, 2022), 3.↩︎
Hirscher defines infrastructuring as the building and transferring of skills to create the environment for opportunities to emerge.↩︎
Leavy, Research Design, 25.↩︎
Kaszynska, Thorpe and Mitchell, MAKE (E)Valuation Report; Mazzarella, Making for Change; Mazzarella and Black, “Fashioning Change”.↩︎
Thorpe and Gamman, “Design with Society,” 221.↩︎
Paul Atkinson, Ethnography: Principles in Practice (London: Routledge, 2007), 3.↩︎
Graham Gibbs, Analyzing qualitative data (London: SAGE Publications Ltd, 2018), https://dx.doi.org/10.4135/9781526441867.↩︎
Gibbs.↩︎
Camden Council, Somers Town, 2015, https://opendata.camden.gov.uk/Community/Camden-Neighbourhood-Profile-Somers-Towns/dv62-dsg9.↩︎
Two participants from the first series of workshops were recruited as workshop assistants for the following workshops and were remunerated.↩︎
Social Impacts of Fashion
The current unsustainable fast fashion system based on “over-production and over-consumption”4 has a destructive impact on people. Forced or underpaid labour, poor working conditions, labour rights violations, discriminations, work insecurity are still a reality, inflicted by the fashion industry, in many parts of the world.5 Over the last few years, the COVID-19 pandemic has further exposed and aggravated these issues, making lives even more challenging for many fashion workers, especially women who make up most of the factories’ workforce.6
On the other hand, fashion can also act as a powerful tool for the building of more sustainable ways of living, creating a counter-narrative to the mainstream fashion system by including the voices and practices of marginalised communities. Organisations and research centres such as Centre for Sustainable Fashion, UAL and Fashion Revolution are crucial to expose, research, advise and educate on social issues in the industry. Some brands promote sustainable and social justice values (e.g. London-based brands Bethany Williams, Lovebird, Raeburn), listening to the needs and aspirations of marginalised minorities, paying a living wage and giving training and work opportunities to more vulnerable people. UK-based project ‘Fostering Sustainable Practices’ shows that such purpose-led and sustainability-driven design-led fashion MSEs have the potential to bring radical change to the fashion industry.7 Fashion crafts can also be used as a tool for empowerment, activism, and community engagement within marginalised communities.8