In fashion, sustainability has been a topic all over the years. Within time, it became a trend, an obvious one when the pandemic hit the whole world. But what is it with this fundamental area in all fashion houses and industries? Is it just part of the greenwashing strategy or is it really something we all should be worried about?
Let’s evaluate these next three insights connected with the Fashion industry:
- PP: People & the Planet
Usually people tend to even confuse the term sustainability, its meaning and its connection with the real world. Indeed, it is not just about the planet, the water or the animals. This global concept involves people, craftsmanship, materials, transportation, production, business and even behavior.
Overproduction, people’s salaries and conditions are present here; alongside well-being, materials and contracts with good companies that cost a lot of money, which is why there are now entire sustainability departments in big and small fashion/luxury brands.
- Fast Fashion
Overproduction has been present in the industry since the very beginning, but it’s not a secret that with fast fashion and hyper fast growing brands with very low prices, this problem has increased in numbers, money and awareness.
Most brands, even high fashion and couture houses presente 6 or even more collections per year, including the seasonal ones, resort, cruise, pre-fall, etc; as a sign of not being that connected with environment problems at the current moment, this big shows are part of the problem when some collections overcast more than 100 looks per category, contrary to what Haute Couture represent today, and what quality and luxury try to avoid.
- Resale
A couple of years ago, a big trend came into the fashion industry to stay. Re-selling luxury goods, of high-end brands such as Hermès or Chanel, has been a strategy not only for brands, but for re-sellers on and offline. This has helped to decrease overproduction and it’s the main idea for some other businesses, where you can rent a bag for months or even days, and then return it to the owner.
Although this has been a great move to sustainability, for Couture houses represents a little loss in numbers, just because the prices increase when ‘it’ bags like Chanel 2.55 or Hermès Birkin reach a six digit number. So, should sustainability be a rule in fashion? Or will it always be just a trend?
By
THE J-NESS