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Frames of Change- How Still Photography Amplifies Community Voices and Sustainable Fashion Movements

Atul K. Shrivas

Assistant Professor, School of Still Photography

AAFT University of Media and Arts, Raipur, India, 492001

atul.shrivas@aaft.edu.in

Abstract: Still photography continues to hold a distinct power in shaping how communities understand and respond to issues of sustainability. This paper explores the ways in which visual storytelling is being used to highlight sustainable fashion practices and to bring attention to the work of local artisans, upcycling initiatives, and community-led environmental efforts. Rather than focusing solely on mainstream fashion narratives, the study examines how photographs can document the lived experiences, craft traditions, and ecological values embedded within community-based fashion ecosystems.

The research draws on a combination of approaches: an analysis of visual campaigns centred on sustainable fashion, conversations with photographers and artisans working within these spaces, and a small perception study that looks at how audiences interpret such images. Together, these perspectives help illustrate why still images can resonate so strongly—they make sustainable practices visible, relatable, and emotionally grounded.

Findings suggest that thoughtful photographic storytelling not only increases public awareness but also strengthens support for responsible consumption, fair production practices, and circular fashion models aligned with SDG 12 and SDG 11. The paper argues that when photography is created ethically and shared responsibly, it becomes a meaningful tool for amplifying community voices and encouraging more sustainable choices within contemporary fashion cultures.

Keywords: Sustainable Fashion Stories, Community Voices, Photography for Change, Eco-Friendly Practices, Local Craft and Upcycling.