Planet, fast vs slow fashion
How can the fashion industry use the circular economy model and sustainable development goals to tackle issues like their contributions to landfill, air and land pollution? And increase their sustainability for a better planet.
The fashion industry is one of the main contributors to world pollution. Now more than ever, brands are having to asses how their production and consumption can be more sustainable. The effects could be irreversible to the planet if the industry continues at its current rates. The fast fashion industry is producing massive amounts of waste due to their overproduction of micro seasons. “ 1.29 million tonnes of textile waste is produced every year” (Igini, 2023). However, there are ways to reduce their waste and pollution. Slow fashion brands are finding ways of recycling, repurposing and reducing their resources. One way may be using the circular economy model. This is a system for sustainable development. Turning old and used goods into useable resources for others, minimising waste (R.Stahel,2016). Although fast fashion brands like Primark and SHEIN are largely responsible for these statistics, many designers are trying to make a positive change for the planet. Patrick Mcdowell is a British designer and an advocate for sustainability. His work is built around three pillars “people, planet and the queer community,” (Bergeron, 2022). His garments are made from reclaimed materials. His collection ‘Cinderella shall go to the Football’ used “upcycled Swarovski Crystal jewelled boots,” (Burney, 2023).
The 17 sustainable development goals are targets that should be met by 2030. They are responses to the biggest environmental and social issues that may soon be irreversible (Gwilt, 2020.) Because of the fashion industry’s contributions to landfill and pollution, brands need to put these goals into practice. Goal 12 of the SDGs promotes sustainable consumption and production patterns. Brands can do this by reducing their waste, emissions and their use of new resources. Although many luxury designers are achieving this goal, fast fashion brands are the issue. But will they aim to change? In 2022 SHEIN’S revenue was 700 million dollars (Douglass,2023), whereas sustainable designer Stella McCartney had revenue of 32,49 million pounds (39, 77 million USD) (Hughes, 2023). This shows that SHEIN are massively benefitting from their unsustainable production methods. In addition, Their 2025 revenue target is 58.5 billion dollars (Douglass, 2023). This goal suggests their main brand aim may be profit increase instead of increasing their sustainability.
In short, sustainable development needs to happen in both the fast and slow fashion industry to make a difference to the planet. However it is unlikely that fast fashion brands will aim to be more sustainable as they will loose major profit.
References
Bargeron, Sadie., 2022, ‘professor Jimmy Choo -approved designer Patrick McDowell on brand collaboration,’ https://jingdaily.com/jimmy-choo-approved-designer-patrick-mcdowell-on-brand-collaboration/
Burney, Chloe., 2023, ‘Patrick Mcdowell’s AW23 catwalk declares sustainable ‘Cinderella shall go to the football,’ https://www.theindustry.fashion/patrick-mcdowells-aw23-catwalk-declares-sustainable-cinderella-shall-go-to-the-football/
Douglass, Rachel, 2023, ‘SHEIN sets ambitious revenue target ahead of IPO,’ https://fashionunited.com/news/business/shein-sets-ambitious-revenue-target-ahead-of-ipo/2023022152393
Gwilt, Alison., 2020, ‘ A practical guide to sustainable fashion ,’ London, Bloomsbury, publishing.
Hughes, Huw., 2023, ‘Stella McCartney revenue up 14 percent in 2021, but losses widen,’ https://fashionunited.uk/news/business/stella-mccartney-revenue-up-14-percent-in-2021-but-losses-widen/2023011367264
Igini, Martina., 2023, ‘10 concerning fast fashion waste statistics’, https://earth.org/statistics-about-fast-fashion-waste/
McCartney,Stella., 2019, against the change winter ‘19 campaign, https://www.stellamccartney.com/us/en/stellas-world/agents-of-change-the-winter-19-campaign.html
R.Stahel, Walter., 2016, ‘The circular economy’, https://www.nature.com/articles/531435a