There's no denying that fashion trends constantly evolve and change, giving rise to new styles every season. However, something more profound is happening behind all those glitzy fashion shows, billboards and glossy pages of magazines - there's a silent revolution brewing and it's all about sustainable fashion. Sustainability is now at the forefront, with many leading fashion houses taking significant strides to adopt an eco-friendly approach. Not just because of its impact on the environment, but also because of the increasing consumer awareness towards sustainable fashion.
Let's start with Stella McCartney, a pioneer who has anchored her brand around sustainability since day one. This season, over 90% of McCartney's collection is eco-friendly, reflecting her serious commitment towards reducing the fashion industry's carbon footprint. Her brand uses organic cotton and recycled materials in its collections and even uses regenerated cashmere, a fiber created from post-factory cashmere waste. Chanel is not far behind. The luxury giant is bringing sustainability into haute couture. Chanel's 2020/21 autumn/winter collection brought forth a new concept - 'high fashion meets low impact'. Virginie Viard, Chanel's Creative Director, presented a line crafted almost entirely from repositioned materials.
But the eco-friendly revolution is not limited to the high fashion runways. The Swedish clothing giant H&M is committed to becoming 100% climate positive by 2040. Their 'Conscious Collection' honors this commitment, using organic cotton and recycled polyester. The label has also joined hands with the Swiss textile innovator 'Forster Rohner' to incorporate sustainable embroideries. In a bid to stay environment-friendly, brands are experimenting with vegan leather too. Designers like Versace and Marc Jacobs have incorporated this innovation commendably, thus contributing to reducing the massive carbon footprint caused by the leather industry.
This trend isn't just a fashion statement but an increasingly aware consumer base's requirement. A recent survey revealed that 66% of millennials worldwide are willing to spend more on brands that are sustainable. Consumers not only want to look good, but they also want to feel good about their purchases. While all these efforts are commendable, the sustainability conversation continues to evolve. The fashion industry has a long way to go, primarily as greenwashing continues to be a considerable concern. Consumers are becoming smarter and demanding transparency at every production cycle stage.
The silent revolution of sustainable fashion has indeed started. As consumers, it is our responsibility to support brands that are ethically sustainable. Let us play our part in making fashion greener!
The Silent Revolution of Sustainable Fashion
