Sustainable fashion refers to the new practice in the fashion industry whereby they adopt green initiatives and approach toward fashion designing, marketing and retailing. As far as high-street fashion went, sustainable fashion implied use of organic materials and fabrics; however, the concept has broadened in perspective.
One big reason for the new can be attributed to the technological advancement and widespread use of internet. Fashion is expected to be sustainable, ethical and inclusive, and charged by internet. Many companies are increasingly using the virtual platform to showcase their latest creations.
The Movers & Shakers
For instance, H&M’s colorful Conscious Collection has been spotted on the red carpet adorning the likes of Michelle Williams and Viola Davis. Mink has been launched as a range of vegan shoes and ready-to-wear clothing by People Tree and Harry Potter star Emma Watson has designed an entire range for them. Designer Lindee Daniel who is famous for her exquisite range of evening and bridal gowns also uses organic vegetarian silks and cottons for her creation. Stella McCartney’s waterless T-shirt which was colored using pressurized CO2 has also been a huge success and gained wide-spread appreciation.
Internet & Sustainable Fashion
Apart from the fabrics and raw material, sustainable fashion has also been adopted in other ways to conserve energy. One such initiative would be the adoption of online fashion. Social media has changed the way the world interacts and the fashion industry is gaining a lot of visibility as ramp-walk images from fashion shows are posted within minutes of the show’s finishing on Facebook and Twitter. People no longer await the next issue of fashion magazines to know what designs will be hitting the shelves.
Brands may or may not opt out of live fashion shows, but every big name is taking the initiative to stream the latest shows on the internet via their website or social media page immediately.
Sustainable fashion comes at a price, that is monetary and the burden of the increase in costs is obviously shifted to the customer. It is to be seen how welcoming they would be or the effect on their preferences from this move. A specialist survey by Phillipa Marsh revealed that most people were willing to pay no more than a 10% premium on an eco-label. The onus is on the industry to develop a midway for greater acceptance and accountability towards sustainability.
Sustainable fashion has gained acceptance among the high rollers and fashionistas as a statement of their solidarity for the cause and also for the style and design.