Lately, we have been overwhelmed by anything and anyone focused on sustainable fashion. I am very pleased with this ethical awareness; we need to move forward to obtain full transparency in the fashion industry.
But where to start ? This was the main question asked last week when a group of women came together at the Wing (my women’s social club) to pick each other’s brain for an answer.
One of the main conclusions was that the whole industry has to change. I’d like to start with the (mega) fashion companies. Designers should be transparent about their environmental supply net. They need to give full information on manufacturing quality, including in their labels which organic materials they used. When a designer cares, it will come across in their garments, so the client will care as well. This is already proven by beautiful ethical brands like Stella McCartney and Everlane to name a few. In their e-commerce they give us a true picture of what their collections stand for. Never underestimate the power of sending out messages through clothes. Take for example the involvement of Gucci in gun control last month. They announced their financial support during the SS19 catwalk presentation in Milan. Big fashion houses have huge resources that can only be beneficial.
We also need to address change on a legislative level. There is no FDA in the fashion industry. It should be set up to help and support all concerned parties navigate the upcoming global green fashion community.
Designers should also focus more on their (core) customer. It’s of vital importance to get to know them, to know what they want because in the future they will be more thoughtful when they buy less and buy better.
I’d like to continue with us, the customer. It is common sense that we have to start with ourselves! For example, let’s change the culture of fast fashion and embrace slow fashion. We need to educate ourselves. Do we really need more clothes? When I fall in love with a beautiful garment, I will ask myself this question. I will also need to know what materials were used, who made it and where it comes from. Another positive option is buying vintage pieces and re-wearing your favourite looks. I recommend talking and sharing these ideas. If you stand for something, people will notice and take action.
As an idea and motivation, I’ll mention the “Fashion Revolution Week”, an inspiring fashion activism movement, taking place 23-29 April. Let’s join them for a fairer, safer and cleaner fashion world.
There’s also the hashtag: #WHOMADEMYCLOTHES? Beginning by asking brands this big question so we get people engaged.
And how can you take part? I like one suggestion of inviting friends round for dinner and a clothes swap. Or organising a movie night and watching fashion films like “The True Cost”.
I will keep on brainstorming on the new honest, pure fashion forward movement as I’m really concerned.
And I’m not the only one, which is a very powerful feeling.
To be continued…
TeDe
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