Who is Liz Sunshine?
Liz Sunshine is a Melbourne-based documentary, fashion, and portrait photographer known for her commitment to street-style photography and sustainable fashion. Originally from a farm in country New South Wales, she discovered photography in high school and was immediately drawn to the creative medium.
Professional Journey
Liz began her career as a street-style photographer when the genre was still emerging, focusing on capturing everyday people's fashion. She transitioned from working in-house as a photographer for a Melbourne boutique to becoming a prominent fashion documentary photographer who has worked with prestigious clients like Dior and Vogue Australia.
At the beginning of 2022, she changed focus to concentrate on her soft activism project Our Relationship With Clothes, prioritising creating art, conversation and safe spaces for clothing to be discussed bridging the gap between sustainability, everyday people and the fashion industry.
Artistic Philosophy
Her work goes beyond mere fashion documentation. Liz views her photography as a form of cultural record-keeping, exploring the stories and meanings behind people's clothing choices. She is particularly passionate about sustainability in fashion, challenging herself to take 12 moths off shopping in 2024/2025 and raising awareness of textile waste.
Current Projects
Currently, Liz is:
Running her soft activism project "Our Relationship With Clothes"
Regularly contributing to Vogue.com.au covering events and fashion on the street
Preparing for future exhibitions, creating new work and offering offline community events in Melbourne
Exploring people's wardrobes and cultural clothing
Liz describes herself as an artist interested in the psychology of fashion, using her platform to encourage mindful consumption and personal style exploration
What are some common misconceptions about sustainable fashion that Liz Sunshine addresses?
Sustainable fashion is boring and expensive: Liz challenges this myth, emphasising that sustainable fashion embraces innovation and creativity. While some sustainable garments may have a higher price point, their longevity and positive environmental impact make them valuable investments.
Sustainable fashion offers limited choices: Contrary to this belief, Liz notes that the sustainable fashion industry has seen a surge in brands and collections catering to diverse tastes and preferences.
Fast fashion is only associated with certain brands: Liz agrees with a definition that suggests all clothing, regardless of its source (op-shop, high street, or luxury), can be labeled as fast fashion depending on how we buy and use it. She emphasises that conscious consumerism is about choosing carefully and caring for our clothes.
Soft activism allows unlimited purchasing: Liz points out that soft activism doesn't give you a free pass to replace your closet every season. She stresses the importance of understanding individual impact and buying only what you need, even if it's from a fast fashion brand.
Sustainable fashion requires a complete wardrobe overhaul: Liz advocates for a more thoughtful approach to creating a considered wardrobe, focusing on using what you have creatively, buying less but better and understanding your relationship with clothes as a tool for shopping confidently and owning clothes for a long time.
Through her work and interviews, Liz encourages people to develop a more positive and empowered relationship with clothes, emphasising individuality in wardrobes and the importance of conscious consumerism in the context of sustainable fashion.
How does Liz Sunshine's work contribute to the conversation around sustainability in fashion?
Liz's work significantly contributes to the conversation around sustainability in fashion through her approach to photography, art, conversation and her commitment to raising awareness about textile waste.
Her contributions include:
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Liz’s street-style photography is a form of cultural record-keeping, documenting not just fashion trends but also societal values and lifestyles. This approach encourages people to think deeply about their clothing choices and their impact on the environment.
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Her art serves as a form of soft activism, promoting awareness of textile waste and encouraging change through curiosity and conversation. By capturing everyday style, Liz helps people connect more meaningfully with their clothes, potentially reducing overconsumption.
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Since 2022, Liz has been repairing her relationship with clothes and has undertaken three main personal challenge to reduce her consumption. The first in 2023 was to buy only 26 new clothing items per year, which is about half of what the average Australian consumer purchases. In 2024 she reduced this number to 12 new items with unlimited vintage. Deciding it wasn’t enough, in August 2024 she committed to nothing new for 365 days - not only fashion, but all shopping. This self-imposed limit serves as an example and talking point for sustainable consumption. You can read more about it on her My Relationship With Clothes (Substack) where she documents her activity.
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Liz is conducting a personal research project called "Our Relationship with Clothes," which sparks conversations around sustainability within her online community. This project encourages people to reflect on their clothing habits and consider more sustainable choices.
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Through her agency, Street Smith Agency, Liz supports companies, brands, and individuals who adopt sustainable and ethical approaches to business, manufacturing, and circular fashion. Liz has recently worked with clients such as Mulberry, and New Zealand label, Kowtow, to host conversations that promote and amplify sustainable practices within the industry.
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By celebrating inspirational everyday style, Liz aims to help people dress more confidently, value their clothes more, and connect better with the planet. This approach can lead to more mindful consumption and less waste.
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Liz believes in the power of asking questions and letting people draw their own conclusions as a driver for change. Her work encourages viewers to stop and think about what's important to them, potentially leading to more sustainable choices. Through these various approaches, Liz’s work contributes significantly to the conversation around sustainability in fashion, inspiring both individuals and the industry to consider more environmentally conscious practices.
Further reading
Kowtow Journal - Kowtow is a New Zealand fashion label that is plastic-free.
Jardan Journal - Jardan is an Australian Made furniture company.
Riise Journal - Dress with conviction. Shop with impact.