As a blogger and (horrible word) influencer I could be said to be responsible for encouraging spending on inessential products, with all the adverse implications that has for pollution, climate change, workers' welfare and safety and the wasting of scarce resources.
In my defence (if one is needed) it's been a constant theme of this blog to encourage less spending, directing what we do pay out on fewer and better quality products. We should only buy what we need. The greatest skill of the man or woman of style is putting together a carefully planned wardrobe that will last and the elements of which will all work together in a multiplicity of combinations.
 |
| It's up to us as consumers to demand that the fashion industry is sustainable |
The sustainability bandwagon
The last few years have seen fashion brands flocking to the sustainability bandwagon. Encouraged by increasing concerns about climate change, damage from plastics and unethical and dangerous employment practices worldwide, companies are keen to show their credentials when it comes to sustainable and ethical production, marketing and distribution.
Sadly some of these brands are doing little more that papering over the cracks. Encouraging mass consumption of cheap and seldom used products is never going to be sustainable, however much a brand labels its practices as ethical. Last year's report by the UK Parliament Environmental Audit Committee pointed out the extent of the problem... "Our desire for fast fashion, fuelled by advertising, social media and a supply of cheap garments, means we are disposing of over a million tonnes of clothes every year in the UK"*.
The last few years have seen fashion brands flocking to the sustainability bandwagon. Encouraged by increasing concerns about climate change, damage from plastics and unethical and dangerous employment practices worldwide, companies are keen to show their credentials when it comes to sustainable and ethical production, marketing and distribution.
Sadly some of these brands are doing little more that papering over the cracks. Encouraging mass consumption of cheap and seldom used products is never going to be sustainable, however much a brand labels its practices as ethical. Last year's report by the UK Parliament Environmental Audit Committee pointed out the extent of the problem... "Our desire for fast fashion, fuelled by advertising, social media and a supply of cheap garments, means we are disposing of over a million tonnes of clothes every year in the UK"*.
From the consumers' point of view, the issues are complex. Encouraging the use of natural materials such as cotton instead of manmade fibres may reduce microfibre pollution, but it will have significant adverse impacts on water consumption and land use. These issues can be cut through by consuming less and by using organic cotton and recycling materials, whether natural or manmade.
Covid-19 has got us thinking
The covid-19 lockdown seems to have focused attention on fashion's problems. From my viewpoint, it has certainly given undisturbed time to think about these issues and this has accelerated my wish to bring a more sustainable element to my coverage here and on Instagram.
 |
| The BFC and CFDA call for a slower approach to fashion on Instagram May 2020 |
The British Fashion Council and the Council of Fashion Designers of America have also used the time to think and to demand a reset of the industry. Just this week they posted posted on Instagram (image above) their joint call for a more sustainable approach to fashion shows and indeed for a complete change to the fashion system.
Their post demands a slowing down of the fashion cycle of collections and shows and 'the creation of less product, with higher levels of creativity and quality, products will be valued and their shelf life will increase'. Whether this will chime with the high street brands who churn out huge piles of cheap products to feed consumers' insatiable need to shop even if they rarely wear what they buy, remains to be seen.
It's up to is as consumers to demand this change as the industry won't do it unprompted. Fashion brands are driven by the need for profit rather than by the health of our planet and environment. While a reluctance to revisit the high street after covid-19 may force change, this doesn't reduce our responsibility as consumers to expect a sustainable approach from the fashion industry and enforce that by refusing to buy goods that damage our environment.
The future of this blog and Instagram
My intention in future is to periodically look at brands that are making an impact by lessening their carbon footprints, recycling, using materials that reduce their environmental impact and who do this genuinely rather than cynically pretending to do what they are not. Upcycling, vintage and reusing and repairing are all part of the sustainable approach and I will look at those issues too.
I'd love to hear from brands and individuals who have something to contribute to this issue as I'm keen to bring informed views to the audience here. Please contribute with your thoughts and suggestions by email or by messaging me through Instagram.
My intention in future is to periodically look at brands that are making an impact by lessening their carbon footprints, recycling, using materials that reduce their environmental impact and who do this genuinely rather than cynically pretending to do what they are not. Upcycling, vintage and reusing and repairing are all part of the sustainable approach and I will look at those issues too.
I'd love to hear from brands and individuals who have something to contribute to this issue as I'm keen to bring informed views to the audience here. Please contribute with your thoughts and suggestions by email or by messaging me through Instagram.
*UK Parliament Environmental Audit Committee report Fixing fashion: clothing consumption and sustainability.
Read the features in my Sustainable Style series here.
Read the features in my Sustainable Style series here.
