In an age of rapid globalization, the role of creative industries—fashion, music, and film—has expanded far beyond mere entertainment. These mediums have become crucial vehicles for cultural expression, and they also play an active role in sustainability. As they shape, reflect, and preserve culture, they also act as platforms for challenging societal norms, promoting sustainability, and fostering environmental consciousness. Through the voices of cultural icons like Alexander McQueen, Vivienne Westwood, Kendrick Lamar, Ava DuVernay, and Wangari Maathai, we can see the intersections of creativity, culture, and sustainability, demonstrating how these industries are not only shaping cultural narratives but also preserving our world for future generations.
These creative leaders offer a vision of how we can redefine what it means to create art, fashion, and music that are not only relevant but responsible. By engaging with the stories of fashion, music, and film, we begin to understand how these industries are actively contributing to cultural and environmental resilience. Their works call us to rethink our relationship with the world we live in—urging us to not just consume, but to cherish, protect, and sustain both the cultural and ecological landscapes around us.
Fashion: Weaving Culture and Sustainability into the Fabric of Change
“Youth culture now really looks back and embraces the past but keeps it contemporary but not sticking to one particular style.” — Alexander McQueen
Fashion, as an expression of culture, has the unique ability to blend historical influences with contemporary needs, and nowhere is this more evident than in the designs of Alexander McQueen. His collections not only celebrated the art of fashion but also critiqued the rampant consumerism of the fashion industry. McQueen’s “The Horn of Plenty” collection (2009) was a direct response to the wasteful tendencies of the fashion world, repurposing old garments and materials into something new. McQueen’s legacy, marked by innovative, daring designs, reflected a deep respect for historical techniques while advocating for more sustainable practices. This collection, which used items from his past collections, challenged the fashion industry’s throwaway culture and prompted reflections on waste, excess, and ecological impact.
But McQueen was not alone in advocating for a more sustainable fashion future. His collections often reimagined luxury through the lens of repurposed materials. For example, in his spring/summer 1999 collection, McQueen used upcycled denim to create avant-garde designs, showing how fashion could combine creativity with environmental consciousness. McQueen’s commitment to sustainability extended beyond garment construction; his work was also a call to action, challenging the status quo and urging the fashion industry to rethink its wasteful practices.
“Don’t invest in fashion, but invest in the world. Popular culture is a contradiction in terms. If it’s popular, it’s not culture.” — Vivienne Westwood
Vivienne Westwood was one of the first designers to challenge the relationship between culture and fashion, particularly with her emphasis on sustainability. She viewed fashion as a form of self-expression and a medium for rebellion against consumerism. Westwood’s punk aesthetic and commitment to sustainability demonstrated that fashion could, and should, reflect deeper cultural values. For her, true culture wasn’t about following transient trends but investing in values that transcend time, focusing on practices that respect the environment and society.
Westwood’s designs, like the iconic “Mini-Crini” dress (1985) and the punk-inspired “Pirate” collection (1981), were more than just garments; they were cultural statements that challenged the very essence of fashion as a commercial commodity. Her designs fused British heritage with anti-consumerist ideals, using fashion as a tool for political activism. Her sustainability advocacy further echoed this rebellious spirit—especially when she famously used sustainable fabrics like organic cotton and recycled textiles in her collections.
In recent years, Westwood’s brand has pushed for eco-conscious consumerism through “Buy Less, Choose Wisely”campaigns, urging shoppers to reconsider their relationship with fast fashion. Her approach has reshaped how people view fashion: not as a transient, disposable commodity, but as a cultural asset with lasting value.
Westwood’s advocacy for sustainability in fashion aligned with her cultural philosophy. By urging people to invest in the world rather than transient fashion, she championed a more conscious and meaningful relationship with clothing. Westwood’s commitment to sustainable practices and her disdain for the disposable nature of fast fashion underscored her belief that true cultural resonance in fashion lay in its ability to endure and contribute to a larger, global narrative.
Vivienne Westwood’s legacy, rooted in a counter-cultural philosophy, serves as a reminder that fashion, when viewed through the lens of culture, became a powerful tool for self-expression and societal critique. Her enduring influence continues to inspire individuals to invest not just in clothing but in the cultural narratives that shape our collective identity. Westwood’s approach to fashion resonated as a rebellion against the disposable and a celebration of the enduring essence of true cultural expression.
Music: Cultural Soundtracks for Social and Environmental Change
“People are used to music that justifies street culture, but something that’s not touched on is why these kids act the way they act, live the way they live.” — Kendrick Lamar
In the world of music, artists have long used their platforms to explore the intersection of culture, identity, and societal issues. Kendrick Lamar, for example, uses his music to illuminate the complexities of street culture and the environments that shape it. Albums like good kid, m.A.A.d city and To Pimp a Butterfly delve deeply into systemic issues such as racial inequality, poverty, and the socio-political forces at play in marginalized communities. But Lamar’s work also prompts a deeper consideration of environmental concerns, urging listeners to reflect on how our actions toward the environment can also shape cultural realities.
In his song “Alright,” Lamar evokes a message of resilience while addressing the struggles of marginalized communities. This anthem, which became a rallying cry during Black Lives Matter protests, underscores his belief that societal change requires systemic transformation—not just in politics, but in how we view and treat our planet. Lamar’s lyrics tap into a larger cultural dialogue on how systemic oppression and environmental degradation often intersect. His exploration of both cultural and environmental issues challenges us to understand the complex relationship between social justice and sustainability.
Through his music, Lamar paints a vivid portrait of life in places where resources are scarce, where communities are affected by environmental destruction, and where systemic inequality perpetuates a cycle of poverty. Songs like “The Blacker the Berry” directly address the psychological and physical impacts of systemic racism, while also urging listeners to consider the environmental toll on communities, particularly those of color. Lamar’s reflections reveal how the cycles of poverty, marginalization, and environmental neglect are intertwined—each reinforcing the other in a constant, generational struggle.
Lamar’s work embodies the power of music as cultural commentary—asking listeners to consider not just the what of culture but the why. He encourages us to think critically about the conditions that lead to societal and environmental issues. His music, therefore, becomes not just entertainment, but a tool for social and environmental change. As he lyrically advocates for change, his work acts as a bridge between cultural awareness and ecological responsibility, demonstrating that the struggles for justice—whether racial or environmental—are intrinsically linked and must be addressed together.
Film: Visual Storytelling as Cultural Reflection and Change
“If you’re doing something outside of dominant culture, there’s not an easy place for you. You will have to do it yourself.” — Ava DuVernay
Ava DuVernay, one of cinema’s most impactful directors, has used her films to tell culturally significant stories that highlight the social and environmental issues facing marginalized communities. Through films like Selma and 13th, DuVernay explores the intersection of race, politics, and social justice in the United States. But in her recent work, such as Origin, DuVernay takes on global issues, showing how cultural narratives transcend borders to impact the collective human experience.
DuVernay’s portrayal of historical figures such as Martin Luther King Jr. in Selma not only sheds light on the fight for civil rights but also aligns with her overarching theme of environmental and social justice. In Origin, DuVernay skillfully addresses issues such as caste-based discrimination, challenging viewers to think critically about the socio-political and environmental connections that tie various forms of inequality together.
Her advocacy extends beyond the screen. With ARRAY, her film distribution company, DuVernay provides a platform for underrepresented filmmakers, especially those exploring themes of racial, environmental, and gender justice. ARRAY’s commitment to diversity and inclusion in cinema mirrors DuVernay’s broader efforts to redefine the cultural and environmental discourse in Hollywood.
DuVernay’s work shows that filmmakers, too, can act as cultural custodians, using their films not only to entertain but also to reshape perceptions of both society and nature. She illustrates how cinema can serve as a force for change—challenging dominant cultural narratives and promoting a more inclusive and sustainable future.
Advocacy: The Intersection of Nature, Culture, and Wisdom
“Culture is coded wisdom… wisdom that has been accumulated for thousands of years and generations. Some of that wisdom is coded in our ceremonies, it is coded in our values, it is coded in our songs, in our dances, in our plays.” — Wangari Maathai
Wangari Maathai, a renowned environmentalist and Nobel laureate, viewed culture as an intrinsic part of both human identity and the environment. Her legacy, deeply rooted in cultural preservation and environmental stewardship, exemplifies how the two are inseparable. As the founder of the Green Belt Movement in Kenya, Maathai initiated a transformative wave of tree planting, environmental conservation, and women’s empowerment. The movement, which has resulted in the planting of millions of trees, became more than just an environmental act—it became a cultural symbol of pride and a powerful tool for sustainable development. By involving women in the process, Maathai not only advanced ecological benefits but also helped empower women to become active agents of change within their communities.
Maathai’s work underscores her belief that cultural wisdom, embodied in traditional songs, dances, and rituals, can guide us toward a more sustainable future. In Kenya, these cultural practices serve as repositories of ancestral knowledge, encoding valuable lessons about living harmoniously with nature. For instance, traditional dances of the Maasai or the songs of the Luo people are not just forms of artistic expression but are deeply rooted in the wisdom of past generations—offering insights into community values and the natural world. Through her leadership, Maathai helped restore a connection between culture and ecology, showing that cultural pride and environmental responsibilityare intertwined.
In this broader context, Maathai’s assertion that “culture is coded wisdom” extends beyond environmental activism; it speaks to the deeper cultural narratives that bind us to the Earth. Her work serves as a reminder that the preservation of both culture and nature is essential to our shared identity and the future of our planet.
What does Culture mean to you?
The intersection of fashion, music, and film with sustainability reflects how creativity and cultural identity drive global change. Icons like Alexander McQueen, Vivienne Westwood, Kendrick Lamar, Ava DuVernay, and Wangari Maathai show that creative expression is not just cultural but tied to the planet’s health. Their work illustrates that preserving culture and the environment are intertwined, each reinforcing the other in a shared responsibility for a better future.
In fashion, McQueen and Westwood challenge the disposable nature of fast fashion, advocating for sustainability as both a cultural and environmental act. Lamar and Keys use music to shed light on untold cultural stories, addressing inequality while promoting social and ecological consciousness. Their music becomes a conduit for understanding cultural movements and their broader impact.
Filmmakers like DuVernay and Maathai demonstrate how culture and nature are inseparable. Through storytelling and activism, they preserve heritage, celebrate diversity, and protect the planet. Their work raises awareness, sparks dialogue, and inspires action for a more sustainable world.
As we look ahead, it is clear that creativity must lead the way in building a sustainable future. Through ethical choices in fashion, cultural narratives in music and film, and environmental actions, these industries offer a unique opportunity to create a resilient, sustainable, and culturally aware world. Creative acts—whether a garment, a song, a film, or an environmental initiative—invite us to engage with the world, reimagine our relationship with nature, and celebrate the diversity of human experience. Together, culture and sustainability hold the keys to a future where creativity shapes not just our identities but the world we want to build.
