This work is based on the results of my research regarding the human relationship to a home. It started with me thinking about that I have to move away from my home soon. Living here has been a slow gathering of things and furniture. As a result I have a home I feel completely safe in. This made me wonder what it is that I need to give me that feeling, the feeling of home. The aim of this work is to understand the relationship between home and bodyTo gain knowledge of the subject I have studied literature on the phenomenon of a home, how different from each other homes can be and how some people manage without having a home. Reading about these things made me realise how big the subject was. I found so much material that I could work with, but I felt as if I had gotten lost in my search for answers. Therefore I went back to the starting point- the feeling of home. To get some answers it made sense to me to try and portray that feeling of home on a body. This work is the result of me finding a home in clothing. / Program: Modedesignutbildningen

Purpose: The purpose of this research paper is to examine the potential of the Swedish textile industry to achieve more sustainability in the home textile segment, through establishing a local value chain for local consumption. The aim is to explore the potential of both the supply and demand side of the local market. For the supply, or the industry perspective, the goal is to show companies the relevant aspects to consider when choosing to establish a local value chain in Sweden, with a focus on the home textile segment. For the demand, or the consumer perspective, the objective is to find out how they perceive locally produced sustainable products and whether there is interest for purchasing such products. Methodology: Existing literature and relevant results from researches have been collected and used as secondary sources, for forming and backing up the industry perspective of the thesis work. Face to face interviews have been conducted and analyzed, for getting primary information for the consumer perspective for the paper. This work is an explorative study, combining information for both the supply and demand sides of the home textiles segment in Sweden. Findings: After combining the findings from the literature review and the results from the analysis from the interviews, it can be concluded that there is a potential to establish a local value chain in Sweden. The situation is not ideal though, also potential risks and drawbacks related to the locality of the value chain of the home textiles segment that are presented have to be considered. The paper explores both the advantages and the disadvantages for producing locally in Sweden, to estimate the existing potential.

This research is investigating ways of promoting social change towards more sustainable practices around the consumption of decorative home textiles. Knowledge is built and a prototype developed by using transdisciplinary design theory and participatory design methods.  Motivators for this work are the sustainability goals defined by the United Nations, specifically reducing waste through prevention and building awareness for sustainable lifestyles (UN Sustainability Initiative, 2020); and a combined interest of becoming more accessible to more people and interacting with them there where they are from the point of view of product or service design, as well as working towards sustainability goals of IKEA (Ingka Group, 2020).  The context of home textiles has been chosen because textile waste is a growing problem and with the main emphasis being on issues relating to clothing items and fast fashion, problems with home textiles can be easily overlooked. However, with giant fast fashion companies like H&M and Zara entering the home decor market, there is a reason to focus on preventing the same kind of issues rising with home fashion textiles as have with fast fashion clothes.  The aim is to understand the behaviours and meanings surrounding home fashion textiles and to reduce the amount of textile waste going to landfills through prevention and mindful consumption. The purpose is to develop a vehicle of interaction between IKEA and consumers that emphasizes inclusion and the merits of co-creating to solve a problem in a sustainable way and benefits IKEA in their pursuits of cultivating a stronger relationship with the consumers while working towards their circularity goals.  The prototype proposed as a result is an evidence-based tool for communication which enables IKEA to access more people while offering both parties a chance to learn from each other while developing sustainable initiatives and mindsets.

Studiens syfte är att skapa en annonsserie som bryter mot normen kring överkonsumtion. Detta görs genom en kvalitativ intervjustudie där fokus är att förstå hur företag resonerar kring utformningen av inredningsannonser, som sedan ligger till grund för vårt skapande. Målet med projektet är att bidra med ett alternativ till marknadsföringens grundidéer om överkonsumtion. Studien använder sig av socialsemiotik, diskursteori, CSR och hållbarhetskommunikation som teoretiskt ramverk. Resultaten av studien visar att yrkesverksamma inom kommunikation av inredningsprodukter förespråkar annonsering som fokuserar på att förmedla företagets värderingar och locka en kundgrupp som är intresserade av dessa. De visar också att sanningsenlig kommunikation av företagets hållbarhetsinsatser är eftersträvansvärd. Utifrån detta skapade vi fyra annonsbilder och en reel åt ett fiktivt hemtextilsföretag som kan agera exempel för företag som vill utveckla sin hållbarhetskommunikation. Budskapet i annonserna är att företaget finns när kunderna behöver dem och att deras produkter passar med det de redan har hemma, i syfte att inte bidra till överkonsumtion. / The aim of this study is to create a series of advertisements which break the norm of over- consumption. This is done through a qualitative interview-study which focuses on understanding organisations’ reasoning behind how they create advertisements for interior decor products, which then is the basis for our creative process. The study uses social semiotics, discourse theory, CSR and sustainability marketing as its theoretical framework. The results of the study show that professionals in the field of communicating interior decor products advocate for marketing which focuses on conveying the organisation’s values and attracts consumers who are interested in those. They also show that authenticity is key for communicating sustainability efforts. On this basis we created four images and a reel as advertisements for a fictional home-textile company. These can act as examples for organisations who wish to develop their sustainability marketing. The message in these advertisements is that the company is there when they are needed and that their products fit with the things consumers already own, not contributing to over-consumption.