As the fashion industry evolves toward an increasing sustainability, consumer preferences are also evolving. This research explores an often overlooked area: the role of sustainability in special occasions such as weddings. Through 35 in-depth interviews, consumer attitudes toward sustainable alternatives were explored, focusing on the central role of fashion products in special occasions. The research identified the deeper meanings associated with special occasions, understanding how sustainability contributes to the development of these meanings and influences consumer choices. In light of this, the study provides useful pointers for fashion companies to adapt their communications to guide consumers toward more responsible choices while not straying from the meanings and values consumers seek on special occasions.
