Hello, Darlings!
Welcome back, and welcome to another blog from the Future of Fashion, a place where we can magically impact the future of fashion, beauty and creativity for all living creatures.
As a regular reader of this blog, you will be aware of the damage caused by fast fashion and excessive consumerism. There are endless headlines, articles and statements across the media space.
Here are a few examples:
WATER USAGE - The fashion industry is responsible for approximately 20% of global wastewater and consumes around 93 billion cubic metres of water annually.
CARBON EMISSIONS - It accounts for at least 10% of global carbon emissions, more than international flights and maritime shipping combined.
WASTE - It produces over 92 million tons of textile waste every year, which ends up in landfills or being incinerated.
MICROFIBRES - The fashion industry contributes to ocean pollution, with around 500,000 tons of microfibres released into the ocean each year from washing synthetic textiles.
AND - Less than 1% of clothing is recycled into new garments, with recycling limited to single-fibre options.
So what is it about SLOW FASHION and how can it help?
Firstly, slow fashion is a movement created as a counter to fast fashion. It was not created by a single person, but advocated by many designers and brands. One key figure associated with slow fashion is Kate Fletcher, a professor of Sustainability, Design and Fashion at the Centre for Sustainable Fashion, University of the Arts, London. She is credited with popularising the term “slow fashion”. Her work highlighted the need for systemic change in the fashion industry.
It is a philosophy that aligns with conscious living and awareness of our place on this planet. An approach that focuses on sustainability, ethical production and durability in clothing. It was created as a counter to fast fashion and, therefore, slow fashion takes the speed and drive to consume and slows it right down, encouraging consumers to be conscious and aware of their actions and behaviour.
Slow Fashion has two elements: One is the philosophy or approach, and the other is the physical garments.
So let’s explore those two elements.
The philosophy must come first - an approach to fashion that is focused on quality, ethical practices and longevity. It eschews trends and over-consumption in favour of having clothes for a longer time (hence the “slow”). For this to be possible, the clothing must be of good quality. Whereas fast fashion is created for speed, to follow a trend and to be worn only a few times. Quality is not the priority.
Within the slow fashion movement, physical garments are better quality, longer lasting and can be recycled or upcycled.
Clearly, if more people pursued a slow fashion philosophy and way of life, we would have reduced environmental impact, less waste, and more sustainable materials used. We would also be more conscious of our purchasing behaviours.
On a personal note, I have developed a specific approach to dressing and consuming fashion. It all starts with awareness, why am I buying this, do I need it? I have been a fashion addict and bought many clothes in the past. So how does slow fashion exist in my lifestyle? I don’t buy fast fashion, I prefer to buy good quality items I will want to keep and wear for a long time. I do tend to prefer natural fibres, although we have parts of life where synthetics are needed. For these, I consider very carefully what I am buying and using. I have upcycled a number of my clothes and I also gift or resell my clothing. I just want to enjoy my clothes and not be compelled to chase trends through cheap clothing.
The most important consideration is to develop your own personal style and philosophy. We are not going to stop buying clothes and we do need them. To develop your own style, you can create a wardrobe that suits your lifestyle and makes you happy to wear those pieces. It does not require a constant refresh of new trends from fast fashion. It is also very valuable to address your approach to consumption. For decades, we have been encouraged to buy more, and prices have dropped drastically to enable this. Speed of acquisition and speed of delivery are two key factors in the consumption of fast fashion. So buying fashion items can feel as easy as buying a coffee.
I am not condemning anyone for their fashion choices or how they choose to spend. I always endeavour to educate and have us be aware of the impact our choices have, especially our life on this planet. Having awareness provides the opportunity to make good choices. The more we educate ourselves on how we can reduce our impact and encourage good practices, I believe we can really enjoy how we consume fashion.
Solving fashion sustainability is a huge challenge and we are very far from accomplishing that.
However, there are ways we can encourage this journey:
Understanding what a brand stands for
Sustainable materials and innovations
Local artisans and craftspeople
Upcycling
Repairing and clothes swaps
Custom and handmade pieces
Transparent supply chains
Education really makes a huge impact.
Fashion is fun and to be enjoyed. Yet if it comes at the cost of someone who made it or an environment affected by it, then is the price too high to pay? The more people create awareness for themselves around consumption and following the principles of slow fashion, the closer we get to creating an amazing future of fashion.
As always, have fun, love life, and enjoy fashion.
Kate xx