Dr Alana James

Associate Professor

Department: Northumbria School of Design, Arts and Creative Industries

Dr James is an experienced fashion designer, educator and researcher focused on creating sustainable change in the future of the fashion industry. She believes that garments should not be beautiful at the expense of people and the planet and through innovative design approaches aims to embed responsible values throughout the fashion product lifecycle.

From a research perspective Dr James engages in challenge-led investigations that reflect contemporary societal issues. From an educational perspective she encourages students to think differently, creating ambitious sustainable solutions.

Approaching complex issues from a multi-stakeholder approach, her strengths include engaging with fashion consumers and applying design strategies to encourage small shifts in behaviour towards large-scale sustainable change.

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Research Themes and Scholarly Interests

Dr James' research explores responsible social and environmental practices in the fashion supply chain from a design perspective. Working closely with key stakeholders, in particular fashion consumers and brands, her work investigates how a collaborative approach can aid in moving the industry forward to a more sustainable future.

Since the publication of her PhD in 2015, entitled Influencing Ethical Fashion Purchasing Behaviour, lines of inquiry have continued to explore the diverse approaches possible in the implementation of sustainable practices in the fashion industry. Examples include: utilising zero-waste pattern cutting methods to lead the creative design process, engaging fashion consumers in a transparent business model, the inclusion of people in the product lifecycle in the consideration of ethics, the role of consumers and retailers in the application of sustainable values in fashion, how higher education contextualises sustainability as a key design tool and the challenges facing the adoption of circular principles in fashion.

Key Publications

Please visit the Pure Research Information Portal for further information
Repairing and regenerating the community: A study in activating garment repair initiatives with stakeholders at local level , Peirson Smith, A., Wetherell, S., Singer, E., James, A., Irving-Munro, A., Mutambo, N., Nicolson, S. 24 Jun 2025, Proceedings of the 6th Product Lifetimes and the Environment Conference (PLATE2025), Aalborg University
The Care and Repair Guide: Reducing Environmental Impact and Addressing Skills Gaps in Responsible Wardrobe Management, James, A., Peirson-Smith, A., Mutambo, N., Nicolson, S., Wetherell, S., Irving-Munro, A. 24 Jun 2025, Proceedings of the 6th Product Lifetimes and the Environment Conference (PLATE2025), Aalborg, Aalborg University
The Consumption Economy – Finding Value in Our Clothing, Irving-Munro, A., James, A. 24 Jun 2025, Proceedings of the 6th Product Lifetimes and the Environment Conference (PLATE2025), Aalborg University
Cross-disciplinary Collaboration Challenging Microfibre Fragmentation in the Fashion and Textile Industries, James, A., Mutambo, N., Prendergast-Miller, M., Sheridan, K., Rogers, A. 30 Apr 2024, Microfibre Pollution from Textiles, Boca Raton, US, Taylor & Francis
Mapping the Environmental Impact Assessment Landscape in the Fashion and Textile Industries: Critical Gaps and Challenges, Mutambo, N., Peirson-Smith, A., KeChi-Okafor, C., Irving-Munro, A., Sheridan, K., Prendergast-Miller, M., Namdeo, A., Stanton, T., Gallidabino, M., James, A. 26 Sep 2024, In: Sustainability
Natural Fibers: Why Are They Still the Missing Thread in the Textile Fiber Pollution Story?, Stanton, T., James, A., Prendergast-Miller, M., Peirson-Smith, A., Kechi-Okafor, C., Gallidabino, M., Namdeo, A., Sheridan, K. 10 Jul 2024, In: Environmental Science and Technology
Utilising 3D fashion design software to enable remanufacturing in sportswear, Wetherell, S., Nicholson, T., James, A. 3 May 2024, In: International Journal of Fashion Design, Technology and Education
3D Fashion Design Software as a Critical Design Tool for the Remanufacture of Sportswear, Wetherell, S., James, A., Nicholson, T. 2 Jun 2023, Proceedings of the 5th PLATE Conference, Espoo, Finland, Aalto University
Are microfibres a problem for aquatic ecosystems? What we don’t know about textile pollution, Gallidabino, M., Sheridan, K., Stanton, T., James, A., Ginting, J. 30 Sep 2023

PGR Supervision

Sophie Wetherell Reimagining Design Practices: Analysing the changing role of designers through the redesign and remanufacture of deadstock sportswear garments. Start Date: 07/12/2023
Kenny MacRae Camo, Colour and Craft: a modern exploration of the craft of camouflage printing, taking in the development, use and application of the Denison camouflage pattern, reinvigorating the practice and saving the techniques for prosperity. Start Date: 01/10/2023
Shuoying Hong The future sustainable development and innovation of Chinese sportswear - Emphasizing the role of co-creation from the perspective of designers Start Date: 01/10/2023
Xin Gao Repurposing post-consumer textile waste: creating a maker culture framework for modular design opportunities in the circular economy Start Date: 01/10/2023