More and more research has made it clear that we as individuals need to do our part to help the environmental crisis. Whether this is consuming less or opting for more eco-friendly, sustainable products. The fashion industry is the second largest polluter in the world. The first steps to take towards change are creating awareness and discovering alternatives. Here’s a look at why ethical fashion is on the rise and which brands to look out for…
In brief consumer habits are changing particularly amongst the younger generations. Millennials are demanding more transparency from brands about their production and ethical practices (2019 Global E-Retail Expansion Report). Millennials account for about a quarter of the global population. Meaning, Millennials constitute an ever-increasing force in the global economy’s spending power. Reports have shown that whopping 87% of U.S. millennials are willing to pay more for sustainable clothing. Many favour eco-friendly and ethical fashion brands when making buying decisions. On a global scale, a 2018 McKinsey study reported that 66% of global millennials are prepared to spend more on sustainable brands.
Sustainable Start Up Brands
Scratch the surface and you’ll find a whole world of sustainable and ethical fashion start-ups rising to the surface, making waves and building loyal followings on social media. Online retailers such as Know The Origin stock only fairtrade and ethical fashion lines all in one place. The demand for ethical and sustainable fashion is on the rise. There are lots of ethical fashion start ups including, Bug Clothing, Oakie The Label, The Acey and Elizabeth Suzann to name just a few. As well as small start up brands the high-street is beginning to recognise and tackle the issue of sustainability head on.
Various high-street and online fashion retailers are launching their own sustainable collections. Likewise Bridal brands who sell wedding dresses online are planning a capsule collection of sustainable dresses, where you can search for short wedding dress styles and traditional gowns, all made sustainably. Fast fashion giant BooHoo have launched their first recycled range made from recycled materials. H&M have launched their ‘Conscious’ line, which is one of the first sustainable fashion collections to hit the high-street. Global fashion giant Zara (Inditex) have vowed that all the clothes stocked in their stores will be made from 100% sustainable fabrics by 2025.
Luxury Eco-Friendly Fashion
Luxury Eco-Friendly fashion is nothing new. High-end fashion is often created by artisans using the finest fabrics made using traditional methods that go back centuries, making luxury fashion naturally more eco-friendly. However, the rise in fast-fashion has meant greater demand and more garments being produced year on year, with luxury diffusion line often opting for cheaper overseas production and materials.
The Green Carpet Fashion Awards hosted by EcoAge celebrates the best in sustainable fashion. Held during Milan Fashion Week luxury fashion houses come together to celebrate those that have made the greatest commitment to sustainability. This year the GCFA Groundbreaker Award went to long-time eco-friendly fashion designer Stella McCartney. The GCFA Legacy Award was given to Valentino Garavani. Valentino’s award was given in recognition of the quality and durability of his label’s creations and the legacy of these pieces being passed on for generations – the opposite of fast disposable fashion.
Whilst the huge changes required are a long way off, the rise in discussion and sustainable and ethical fashion collections is surely a positive step in the right direction?
Images: via The Acey