Background: Michael is a 24 year old photographer living in London. He comes from an upper-middle class Chinese family, who are able to support him on top of his own earnings. Thus, he often times does not pay much attention to price, and prefers to use the quality and craftsmanship of garments to decide what clothes he should buy.

Feedback: Michael mentioned that he rarely buys fast fashion brands, as he deems them to be unsustainable and bad for the environment. He prioritised buying high-quality garments from time to time, in spite of their price. After the experiment, he now believes that the brand name is not always the main indicator of quality, and that certain fast fashion brands can exhibit the same level of craftsmanship as many high-fashion brands.

Interview videos link:

https://wanwan214214.wixsite.com/btfg/post/snippet-from-the-interview-1