Fashion for a Future

Written & Edited by Prisha Jairath

The concept and idea of fashion have evolved through the ages. From suave suede to flashy feathers the next stop of fashion has arrived at sustainable style. Its fundamental notion is to produce clothes, shoes and accessories keeping in mind socio-economical and environmental habits of people and focus towards a green environment.

Fashion brands have built multi-million-dollar empires in a global industry and every empire comes with its casualties. Overconsumption and speedy production processes have greatly damaged the environment. A century ago fashion production differed immensely and was more environmentally sustainable than it is now.  Most brands now have initiated a conscious effort to reverse the environmental damage that has been caused by rampant production and fast fashion. Just as production is the backbone of any fashion brand, consumer behaviour is the heart; a step towards a greener industry would mean a shift in individual attitudes and behaviour, hence altering the manner of consumption of such products. Companies now target their production, distribution and marketing practices for the same.

Fast fashion has taken over the industry. Every Peter, Paul and James now have runway styles in their closet. The question is how has it taken our wardrobes by storm? Fast fashion is a contemporary term used by fashion retailers for trends that are inspired by runway looks to be easily accessible to the masses. It’s a capitalistic combination of high volumes of speedy production at a low cost and usually low quality, unethically sourced materials. These collections are based on the most recent fashion trends that keep changing and evolving every season. Consumers feel the constant need to keep updating their wardrobe in accordance with the latest fashion trends which is why we feel like we have nothing to wear when we delve into our sea of clothes. One can never have enough! Besides the usage of chemicals, the fashion industry also uses an insane amount of water, from the start of the process to even the stages of home washing. To make one cotton t-shirt today, you need 10,000 litres of fresh water. 

Green's the way to go this season!

A nod towards Ethical Products

Products that are free from animal testing and animal products like fur, leather or feathers and products that are recycled and use recycled water, plastic or other raw materials and natural dye are considered ethical products. Also, the craftsmanship and the labour involved in the sourcing of materials and the labour involved in the manufacturing are paid fairly is a contributing factor.

Say no to fast fashion

Fast fashion is style available for cheap. Why do you think shopping is so addictive?

The habit of “use and throw” creates tons of material wastage that end up in landfills.

It’s imperative to encourage customers to restyle, reuse their clothing and accessories for
fresh looks they are always looking for.

Rent it don't buy it

Famous brands have campaigns to rent and resell their products so they can be used more than once. This way you can wear those killer outfits your favourite celebrities wear without having to spend an arm and a leg on it.