The End of Fast Fashion Is Closer Than You Think

  • AUTHOR: dua
  • POSTED ON: April 27, 2020

We’re nearing the end of a decade – a decade that marked the birth of Instagram, witnessed the pressing real-work implications of climate change and insolvency of royalties of the industry, Hence, whether it was Forever 21 or Zara or the entire shopping arena, the message has been loud and clear: The future of fashion is dictated by brands that are active and mindful of ways to navigate a world where consumption is only funding that is functional.

An over-the-shoulder look is almost delinquent. To say the least, 2010s have been chaotic and dependent on instant gratification. The consequences of frictionless and easily attainable shopping experiences led by E-commerce, Amazon Prime, and fashion’s inexpensive estimations of designer trends have only just begun to digest. They are now in the central focus and the industry royalties are nervous. Start-ups and fresh gigs are calculated and consciously accumulated.

In 2020, a promising picture is taking shape as the puzzle rounds the pieces together. A careful direction is absorbed with one-of-a-kind pieces, ethical practices, realistic ambitions, and environment- friendly approaches to dramatically explore style. The meaning of fashion has now foreseen an evolution. It isn’t simply trendy and hot, it’s cognizant and thoughtful. It carefully predicts and deduces the negative impact on the environment. The actual focus has transformed and become environmentally friendly. If you are traditional in your approach, you’re simply part of the white noise.

The awareness that quality of life is interlinked with the health of the planet has interjected the desire for sustainable material, shrewd creativity and fair compensations for the labor bound by ethical conditions.

The ticking clock of our existence has knocked us off the ground. The loud chants of “if not now, then when?” haunts and creates a sense of urgency. The despicable implications of careless and selfish fashion choices can no longer be overlooked. If one keeps a count and remains steadfast in his environment- friendly endeavor, he would be aware that fashion is accountable for up to 35% of microplastic that flows into the deep blue oceans that surround us.

Additionally, chemicals discharged from textile manufacturing industries result approximately 20% of global water pollution. The trending McKinsey report “The state of Fashion 2020: Navigating Uncertainty” claims all the aforementioned statistics. The designers who keen to explore creative solutions are no longer accepted. On the contrary, upon conviction, they are busted and remodeled

Source: Campaign

Brands like Evrnu have already publicized their allegiance to the cause. They actively convert clothing waste into new fibers. After thorough research and investigation, in 2014, it was discovered the Evrnu emerges as the top company that aids designers in creating garments that can be chunked and reused again. Did you know that 85% of the garment originally known to be thrown directly into the landfills is combated with this action and ideology?

The founder Stacy Flynn highlighted that a comparatively more sustainable and circular process as such can be effective and beneficial for a company’s bottom line and seem provocative to the CEOs who earlier enjoyed the shareholder profit at the discomfort of the planet. She said, “By doing that, we not only eliminate the landfill, but we also have a reduction in the creation of virgin materials — cotton and polyester make up 90% of the global apparel market and require massive amounts of natural resources.”

Evrnu is associated with powerhouses like Target, Stella McCartney, Adidas, and Levi’s. Hence, Flynn points out that, “Leveraging products that already exist and shifting them into new products is a way for the business to stay intact and for us to draw down our impact on natural resources. We can break down cotton, we can break down polyester, we have a recoverable stretch technology and we’re growing cellulose using bio-based technologies. We’re at the tip of the iceberg in terms of what’s possible.”

She affirms that greater opportunity lies for companies that are brave enough to step out of the past and embrace the modern, more sustainable choices for fashion.

“You can still be dazzling while wearing ethical clothes. I want to change the preconceived idea about what a sustainable brand should look like.” says Kévin Germanier – Paris-based designer. He dreams and works towards creating pieces that gleam with upcycled glass beads and Swarovski crystals that would rather be forgotten or destroyed. Actresses like Kristen Stewart have ambitiously worn creative, disco-friendly designs on red carpets.

Germainier used to be a junior designer at Louis Vuitton who presented for Fall 2018 Paris Fashion Week. He is committed to leftover material that is acquired from “honestly anywhere” across the globe. His instincts reflect a sustainable idea of fashion. He admits, “My creative process is fed by the limitations. The more limited I am, the more creative I feel.”

Customers have become aware and are interested in investing in garments that serve a purpose. Fashion is no longer a voice – it’s a conscious choice. Rhonda P. Hill, founder of the Portland-based platform EDGE (Emerging Designers Get Exposed) says, “We’ve entered an age of purpose-driven and transparency demands from the consumer. 79% of consumers are demanding transparency and information from fashion brands on their commitment to sustainability.”

She further points out, “Levi’s and Patagonia walk the talk. They are pioneers taking action towards a circular fashion system and are communicating their actions.”

Fashion is buying into conversations and actions involving climate change. In fact, it’s no longer limited to sustainable proactive choices and towers inclusivity and other socio-cultural discussions. More and more consumers are interested in brands that diverge from labels, binaries and other limitations. As opposed to the concept of lines being blurry, it’s interesting to find out that there no longer are any lines.

“We’re well into the age of genderless fashion, ready-to-wear collections from all the mega-brands seem pretty unisex, [but] the problem is, you still have to be rail-thin for most of it. We design our clothes for everybody.” said Sam and Rebma Sala of the LA-based label Meals.


Updated April 27, 2020
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