Fashion and sustainability

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Verve Magazine

Sustainable fashion is all we need and must strive for right now. Our environment is suffering and our fashion industry may be one of the top reasons. Our consuming patterns are out of bounds. We really need to shift towards more sustainable behaviour. Wedding Affair lists some ways through which fashion industry can help promote sustainability and reduce the ill effects on the environment.

Fashion Industry and pollution

The fashion world has garnered a dark reputation for being the second most polluting industry in the world, responsible for 10 per cent of global gas emissions. And apart from textiles, washing solvents and dyeing industries contribute to as much as one-fifth of the overall water pollution. Inevitably, the need for advocating sustainable fashion and consumer habits has been the centre of multiple conversations in the business. This is the worst for sustainability.

sustainability
The Sustainabilist

Shifting towards sustainability

On the big company side, we are seeing both mass-market and luxury brands singing from the same song sheet. Inditex, the owner of Zara, pledged that all of Zara’s collections will be made from 100% sustainable fabrics before 2025. At the G7 summit this August, French President Emmanuel Macron unveiled the Fashion Pact, a set of shared objectives for the fashion industry to reduce its environmental impact. Francois-Henri Pinault, the chief of executive of Kering, is leading the initiative, which has now been signed by 30 brands.

Organic Fabrics

The concept is not new to the Indian market. From paying workers fairly to using natural dyes and fabrics, brands are embracing the new shift in the world of the clothing industry. Furthermore, it is important to note that the impact of using clothing made from organic cotton isn’t direct and immediate and is a reversal of the harm that’s done by the chemical farming since cotton crops use a significant portion of fertilisers and pesticides, thereby eroding the soil. And so, traceability is tacking the centre stage now and consumers are trying to have a direct connection with the farmer who is growing the cotton for their clothing.

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Sourcing Journal

Become second-hand consumers

Previously, somebody would buy a second-hand Chanel because they could not afford a new one. This aspirational purchase meant that they would not want to tell anyone that they bought the bag from another owner. Today’s second-hand movement is different. Today’s second-hand consumers are proud of how they buy because it is not about saving money, but about protecting the environment.

Creativity and Style

How to make and sell sustainable fashion was on everybody’s lips at Fashinnovation, a conference that opened New York Fashion Week, where Rockefeller delivered the keynote. She believes that a positive outcome of sustainable fashion will be not only a cleaner planet and better working conditions but a flourishing of human creativity and individual style. Rockefeller says “when people own who they are and what their own style is, they don’t need to be seasonal. They can think about what makes them feel good and find creative expression in their clothing and their work”.

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ALSO READ: Making way for the green

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