PLANET

It is often reported that we, or more specifically our earth, are amid a climate crisis; regularly am I inundated with facts and figures that make me feel guilty as I peer down at my single-use plastic ‘Pret’ cup, or my 99p ‘Shein’ ring , yet it feels as though most aren’t well informed about the deep-rooted causes and concerns for our future, catalysed by global warming. The fashion industry is said to make up more than 4% of global annual Co2 emissions (Morgan, 2022), with issues of over production, poor material production and unethical practises in the workplace. Fashion is a 2.5 trillion dollar industry, as stated by Katarina Rimarcikova, so its undeniably difficulty to track its exact impact on the environment, however, it is certain that our planet simply cannot keep up with the rate at which our fashion industry is developing; after research into what really drives the industry to be so detrimental earth and its eco, and bio-diversity, systems, it seems that a great deal can be put down to Gen Z and the ever-evolving, fast paced nature of modern society. It’s no secret that those aged between 8 and 23 are heavily invested in media culture, promoting flash trends and ‘must have’ products, and this is arguably where the fast fashion cycle begins. We can see it in modern runways, with many brands neglecting the traditional structure of two collections a year and replacing it with up to five new collections annually, as noted by Patric McDowell in his lecture on sustainability in the fashion industry, who’s brand strives towards a sustainable fashion future by using recycled and repurposed fabrics, as well as offering an aftercare programme for all products. It seems as though as a society we have taken on a sort of enjoyment in disposable culture; since the Industrial Revolution began in the early 1800’s, people have been given easier access to cheaper garments at record speed, and it feels as though humans have become obsessed with keeping up, latching on and chasing novelty. Mitterfellner writes in their book Luxury Fashion and the sustainable approach (2023) that this constant demand for low-price fashion means brands have developed supply chains that manufacture high volumes of synthetic or petroleum based garments in developing countries where labour is cheap, and work conditions are poor. Despite the fact that this mass production is extremely detrimental to our environment, there are also ethical issues that mean social sustainability is also threatened. 

There are growing efforts to change the way in which the fashion industry progresses, for example we know that the triple bottom line is being used by businesses to effect positive change, measuring the success of brands not only by profit, but also by people and the planet. Where in the past we saw businesses and franchises striving to generate value for stakeholders, with profit proving to be the biggest evidence of success, we are more recently understanding that businesses are under increasing pressure to also use their status to ignite positive social, neconomical and ethical change. These efforts were more specifically seen put into practise after the introduction of the 17 sustainable development goals set by the United Nations in September of 2015, which are global objectives to help achieve peace and prosperity. As we travel closer to 2030, when these goals are destined to be achieved, not only are businesses under more pressure than ever to reply to the pressing demand for sustainable fashion business, but too are consumers faced with personal decisions to develop and change their fashion habits; using creative and contemporary initiatives to help slow the production of fast fashion by committing to more eco-friendly sustainable habits, by investing in slow fashion and carrying on circularity in fashion by recycling, reducing consumption, re-using, repairing, re-gifting and recovering. 

Mitterfellner, O. (2023)Luxury Fashion and the Sustainable Approach, online, https://ebookcentral.proquest.com/lib/ual/reader.action?docID=7260416&ppg=178 (accessed 5/10/23) 

Moran, G. (2022) Drapers, Collaborating for Change: Sustainability Report 2022, online, https://www.drapersonline.com/insight/drapers-bespoke/collaborating-for-change-sustainability-report-2022 (accessed 3/10/23)