Emma initially trained as a Fashion designer and then worked in South-East Asia for five years designing lingerie for International brands. Emma left her career as a designer and since has worked as writer, independent researcher and sustainability activist for the last ten years. During her current PhD research on Personal Sustainability Transitions in Clothing Consumption, Emma founded the public behaviour change intervention, the Fashion Detox Challenge, based on pioneering research from the U.S. by Ruppert-Stroescu et al. (2015) and Joyner Armstrong et al. (2016). This project invites members of the public to stop buying new clothing for ten weeks and to reflect on the experience via a private online forum called the Detox Diary. Over three hundred people are currently subscribed to the challenge worldwide and Emma is in the process of writing up her initial findings in a qualitative study for her PhD thesis.