Organic cotton T-shirts, ocean waste sneakers, and no fur. We talk about how the fashion industry protects the environment.
What is sustainable fashion?
@thesustainablefashionforum (1,2)
In terms of environmental pollution, the fashion industry is second only to oil production. A few decades ago, they tried to close their eyes to this problem, but today major brands and world designers are puzzled by the environmental issue. The traditional methods of production were replaced by alternative safe technologies, and the phrase “sustainable fashion” appeared in the fashion dictionary - a sustainable, environmentally stable, conscious fashion. This approach involves the safe use of resources and respect for the environment.
Production
Adherents of environmental trends are trying to use humane methods of production and more competent approach to the creation of their models.
Use of natural materials
thenest.com
fabulousyarn.com
Many brands are gradually introducing organic cotton fabrics, hemp cloths, biolen and nettles into the production.
The production of such materials uses water-saving technologies, solar panels and natural fertilizers. This greatly reduces the damage done to our planet. In addition, it is not unreasonably believed that organic materials do not adversely affect human health.
Use of recycled materials
@magdalena_wilk_drylo (1,2)
To reduce production waste and take care of the environment, companies began to make clothes from recycled materials. Especially ideological environmentalists create models from waste not only in textile production. This trend can significantly reduce the amount of garbage produced.
Reuse of things
@vestitisociety
Vintage has become fashionable again - this is not just an opportunity to demonstrate an interesting image, but to reduce consumption. Taboo wearing the same clothes several times is no longer relevant. Fashionistas began to get long-forgotten outfits from grandmother's chests, and world designers use fabrics from old collections for their models.
Refusal of animal materials
@boutique_rome
@lookhunter_shop
Of course, in the context of ecology, one should not forget about the humane attitude to animals. Mink stole and crocodile leather bags are being replaced by stoles made of faux furs and bags made of polyester. Ecomech is gaining popularity every year, and Hollywood's most recognizable faces prefer less violent alternatives to natural fur.
Humane labor
@patagonia
@fendi
We have heard more than once that large-scale enterprises do not always have decent working conditions. Conscious fashion promotes a humane attitude to human labor and concern for the health of workers in factories. Activists insist that it is necessary to disclose information about all aspects of clothing and eventually achieve absolute transparency in companies.
Sustainable Fashion Highlights
Fashion events are constantly held, the main purpose of which is to draw attention to the problems of ecology and humanism. In recent years, there have been many more, which indicates the popularization of ideas.
Copenhagen fashion summit
@copenhagenfashionsummit (1,2)
A significant event in the field of eco-fashion and fashion in general. The summit was first held in 2009. Since then, the stylish of this world have gathered at a major forum to discuss the development of the fashion industry in all its aspects. Environmental issues and ways of implementing environmental projects is the main topic that is being held at the summit.
The green carpet fashion awards
@greencarpetfashionawards (1,2)
Young Sustainable Fashion Award.For the first time, this event took place after the closure of Italian Fashion Week in 2017. The prize goes to the main actors in the field of ecology. Last year, Gisele Bündchen, Tom Ford and others were awarded. The second annual ceremony was held on September 23 in Milan. The awards were taken by Donatella Versace, Ferruccio Ferragamo. The event was attended by Juliana Moore, Cindy Crawford, Cate Blanchett and other celebrities who are not indifferent to the fate of the planet.
Ethical fashion show berlin
@maas_natur
@monpetit_kinderzimmer
An exhibition as part of Berlin Fashion Week, whose main task is to demonstrate environmental trends in the fashion industry. The show is attended not only by brands that have long proved their reverent attitude to the environment, but also very young companies. In addition, ecology conferences are held annually as part of the Berlin Fashion Week.
Green brands
It is possible to radically change the views on modern fashion only together, so the trend is picked up not only by luxury brands and famous designers, but also by mass-market companies.
Stella McCartney
@stellamccartney (1,2)
The daughter of Paul McCartney, a member of the legendary band "the beatles", decided not to follow in his father's footsteps. Stella McCartney founded the eponymous apparel brand, the philosophy of which is environmental friendliness and a humane attitude to animals.
McCartney was one of the first on the catwalk to declare the need to use organic fabrics and abandon fur and leather on a large-scale fashion scene. Now Stella collaborates with well-known brands and creates things from recycled materials.
Patagonia
@katerutherford
@patagonia
The American brand is especially famous among fans of outdoor activities. The founder of the company, Yvon Shuinar, from the very beginning responsibly approached the protection of the environment. The brand produces clothes and accessories from environmentally friendly organic materials. Having apparently decided that this was a drop in the ocean, Yvonon initiated the creation of the organization “1% for the planet”, whose members donate 1% of their companies' sales annually to solve environmental problems.
Fendi
@fendi (1,2)
If you go to the company's website, you can see a code of conduct that matches the concepts of sustainable fashion. Fendi is guided by the principle of respect for the work of its employees, concern for their safety and health. The brand categorically does not accept child labor; it seeks transparency of the company. The company was also unable to ignore environmental concerns: the fashion house seeks to use the latest production technologies and minimize harm to nature. In 2017, Fendi became the winner of The green carpet fashion awards as the most socially responsible brand.
Adidas
@bradleysimmonds
@saiyami
The world giant in the field of sportswear is taking an active part in changing the environmental situation. The company has abandoned plastic bags in favor of paper bags, collaborating with Stella McCartney and the New York-based organization Parley for the Oceans.
The company presented sneakers made of biodegradable materials and, together with Parley for the Oceans, released sports shoes from recycled ocean debris. The brand also initiated a charity sports movement in favor of protecting the ocean.
Viktor & Rolf
@viktorandrolf (1,2)
The tandem of Dutch designers Victor Horsting and Rolf Sneeren encourage the reuse of materials in their collections. The fabrics left over from past shows can be seen on the latest models created by designers. In addition to the obvious demonstration of their point of view, Victor and Rolf make metaphorical references to the environment during the presentation of their clothes. For example, in 2017, models were shown in rag doll costumes. Such a decision was to remind the public of environmental responsibility.
By the 25th anniversary of the brand, designers decided to resurrect models from their previous collections and on the catwalk one could see three iconic outfits from Viktor & Rolf.
H&M
@hm
One of the most popular brands of the mass market did not stand aside the environmental problem.The company launched a campaign for the collection and processing of clothing "New Fashion Life". Anyone can bring unwanted clothes to any of the H&M stores. Moreover, the quality and material of the clothes do not matter. The store sends the clothes for recycling or reuse, and the participants of the action get a voucher for the next purchase instead of a cluttered closet.
Amour vert
@amourvert
Under the Amour vert brand, environmentally friendly universal clothing is created from natural fabrics. The company works with exclusive suppliers and tries not to produce clothes more than it can sell. Due to what even more significantly reduces the detrimental effect on the environment.
Amour vert, with the support of the American Forest organization, launched an action: when they buy three things, they promise to plant a tree in North America. The site has a counter, thanks to which you can monitor how many trees have already been planted.
Environmental trends are slowly but surely gaining momentum. Not all brands are ready to give up harmful production methods, but we think that it is a matter of time, and the fashion industry will get rid of the status of one of the most harmful to the environment.
