In recent years, sustainable materials became standard for fashion brands, but real change comes from how we consume. Research shows that people who sew, value clothes more and consume less. ‘Naai’ (Dutch for “to sew”) explores how to promote sewing your own clothes as a modern way to consume fashion.
Rather than selling finished garments, I propose ready-to-sew kits containing everything needed to make clothes at home. The skills, knowledge and facilities (fabric stores and stylish patterns) of sewing are disappearing. Sewing kits with pre-cut fabric, instructions and haberdashery will make sewing accessible again.
Since the pandemic, DIY interests like crochet have boomed, yet sewing is rarely marketed as fashionable. My collection speaks to a modern woman. She does yoga, takes pottery classes, and sources her designer wardrobe secondhand. She’s tired of “sustainable” as a buzzword but wants to consume consciously. Based on this, I created a persona who is learning how to sew. First as hobby, but soon getting obsessed: sewing at the beach, before going out. Using humor, sewing is presented as something desirable.
The collection would be sold as sewing kits to make sewing accessible and appealing, but the real goal is so slow down fashion consumption.

My work is driven by the belief that design and branding can shift consumer behavior. This project promotes a conscious way of consuming fashion: sewing your own clothes. I developed an actual ready-to-sew kit prototype, tested through a workshop and survey. To engage a modern audience, I placed sewing in a fashion narrative. With collage I merged the story of the persona with DIY culture, raw finishes, ‘60s sewing ads, ‘90s effortless sexiness, and current Instagram aesthetics into a fresh, accessible vision for home sewing. The collection is a showcase of what costumers can make at home.