Although the concept of fashion is typically thought to be one that is vibrant and positive, throughout this blog I intend to explore the more negative side of the fashion industry, in particularly the alarming effect it has on the planet. From manufacturing and purchasing all the way to the washing of clothes, the fashion industry alone was responsible for 1715 million tones of c02 in 2015. (Khusainova,2019) This conveys how the industry must continue to and further make responsible decisions which will lead to less harmful effects on our planet thinking less about measuring success by just sales and profit (Rimarcikova,2023).

For these changes to be made brands need to work with a scheme or programme that guides them to being more sustainable. For example, introducing a circular economy into fashion brands is one way that will be positively impactful as it explores the concept of slow fashion as opposed to fast fashion. No matter how strategic a brand is to ensure they do the best to limit the effects their company has on the environment, it is impossible to say a fashion brad will ever be ‘sustainable’. However instead we need to focus more on the idea of regenerating products we already have. The circular economy is a system where materials never become waste and nature is regenerated. (Ellen Macarthur, no date) The system is based off three principles being. The first one is eliminating waste and pollution, which is targeting staggering statistics such as 85 % of the fashion industries textiles are being sent to landfills. By keeping clothes in use and adapting them to be made from safer materials it then leads on to the second principle of Circulating products. This suggests that brands could potentially rework materials from items that are unable to be worn or scrap materials to prevent unnecessary factory production which will impact carbon emission. An example of a fashion brand who already implements this idea is Patrick McDowell. His brand alone has three founding pillars which are beliefs and targets, shown through his work, one being supporting people and the planet. McDowells system to target sustainability is by having direct relationship with customers enabling them to contact him once they have made use of their pieces and this is where the idea of regenerating comes in. From a maxi dress worn on the red carpet, McDowell works with his customers to re-create something new which then may look something like cushions on the sofa. The last principle in circular economy looks at regenerating nature. 

References 

(Khusainova, 2019, Why the Circular Economy Will Not Fix Fashion’s Sustainability Problem)

(Rimarcikova, 2023, Planet earth and fashion Lecture)

(Ellen Macarthur, https://ellenmacarthurfoundation.org/)