Fashion Forward
How sustainable fashion is becoming the new black
Sustainability has become a buzzword in fashion, one of the highest-polluting industries. Once swept under the carpet, environmental responsibility has become a table stake for fashion companies. Everyone from Burberry to H&M has made an effort to appeal to the new environmentally-conscious shopper. Over a quarter of luxury brands highlight sustainability on their sites. When featuring sustainability Stella McCartney saw a 71% engagement lift on Instagram.
As the conversation moves forward, brands are taking more concrete actions to make fashion good than throwing around phrases to attract clicks. Everlane launched ReNew, a line of 13 outerwear pieces made from 3 million plastic bottles; Adidas pledged to only use recycled plastic by 2024; Kering’s CSO—Chief Sustainability Officer—Marie-Claire Daveu recently said the conglomerate plans to have “100% traceability by 2025”, reducing their overall environmental impact by 40%.
In October, 2018, a museum called Fashion for Good opened in Amsterdam. Its 40,000-square-foot space offers interactive exhibits on topics including pioneering materials like apple leather, the stories behind our clothes, and how consumers can have an impact on both industry and international levels. The museum also features a concept store called the Good Shop which, every 3 months, reveals a curated capsule collection with a mix of international brands and up-and-coming labels.
Sources: L2 Daily Insights (October 19, 2018) | Forbes (October 21, 2018) | Image: Presstigieux | Fashion for Good