Everyone from designer fashion houses to fast fashion brands to mainstream retailers have embraced sustainability. Green fashion is everywhere. Millennial and Generation Z consumers consistently report a greater interest in sustainable apparel brands. The fashion industry is among one of the major polluting industries in the world. The production and distribution of the crops, fibers, and garments used in fashion all contribute to differing forms of environmental pollution, including water, air, and soil pollution. So it only makes sense for millennials and Gen Z consumers to think twice about their shopping habits. It’s our future on the line, so if all of us could make little contributions into bettering our planet, there is hope for a fresh and beautiful planet in the future.
Fast fashion retailers such as H&M and Zara have been forced to reinvent themselves by launching eco-friendly marketing tactics and new collections. The Conscious and Join Life collections are made from recycled and organic materials. However, “greenwashing” critics continue to condemn their reliance on a business model that cranks out chic yet affordable clothing with little regard for the environment. While efforts are being made to make conscious efforts in saving our environment, almost all of it is pointless because their entire business model is based on high volume production, which will never be good for our environment. The industry is in need of “slower” fashion business models if we want to see any improvement and make is last.
Although small contributions are being made in the industry, it’s still not enough to combat the extremely intense levels of production every single day. If companies want to make a difference, they would have to reinvent their whole business models and make thoughtful and conscious decisions. I, myself, am glad that at least there is conversation about this topic. From learning about what impacts the fashion industry and other industries have on the planet, its frightening and makes me worry about my future and the future of my possible children. This is a topic that I don’t see dying down any time soon, if anything it will just continue to grow and spark new and innovative ways to do business.
https://adage.com/article/cmo-strategy/how-green-became-new-black-fashion-industry/2250636
K So Chic 