This thesis examines the problems of perception of the concept of sustainability in fashion design and consumption. Analysed are material and moral qualities of sustainability emerging in different creators’ approaches and practices. The research conducted invites to question the concept of sustainability and find ways to build communities capable of identifying issues and solving them with a vision for a better future based on a holistic mind-set. The research has led to conclusions that discrepant perceptions among creators who perceive sustainability as a manipulative market strategy prevent defining sustainability. Also, that fashion brands, who seek to build a relationship with the user and to foster awareness, fail to communicate their goals of sustainability, their problems and approaches. The bottom-line is hope for the future of fashion based on the principles of circular economy, inclusive of user participation in creative and decision-making processes. Meanwhile, the creative objects and creative research of this work articulate questions in connection to designer’s creative principles advanced by the concept of sustainability, the legitimacy of the concept and the ways to apply it. The variety of such, as well as the shifting approaches and different perceptions, redirect the effort from the search for a single answer to the expansion of the features of sustainability and the principles of its operation. To test the operation of a designer’s attitude on a daily basis, I have applied the scheme described by design theorist Dr Jeroen N. M. van den Eijnde in his book Exploring the Space for Design Research Between I-We-Do-Think. The book explores the intrinsic link of scientific thought and the amateur production process, substantiating the value of design research that spotlights the designer-society interaction, to people and society. That way I, as a designer, have tested how my creative methods, namely, giving significance to others through my art or to myself through others, also thinking while creating and creating in thinking – correlate with the attitudes by other creatives operating in the field of fashion and what futures we can offer to the generations to come.