Despite the increasing buzz surrounding sustainable fashion, it appears that progress has been minimal at best. The education system that moulds our fashion designers has remained unchanged for decades. At the same time, the industry’s leadership continues to be dominated by those with a dated mindset, hailing from a time when the 1950s business model reigned supreme. With these barriers in place, it’s no wonder that the transformative change we so desperately seek remains elusive. Join me as I delve into the complexities of the fashion world and what can be done to see progress.
The Environmental and Social Impact of Fashion
With its rich history and global presence, the fashion industry intersects with various sectors such as oil and gas, agriculture, and global transportation, creating significant challenges. It contributes 4-8.6% of the world’s greenhouse gas (GHG) emissions, surpassing the combined emissions of France, Germany, and the UK. If unaddressed, the fashion industry will account for over a quarter of the global carbon budget by 2050.
Furthermore, the industry’s extensive use of toxic chemicals and inadequate management leads to hazardous waste in waterways, affecting the health of workers and local communities. The fashion sector is also highly labour-intensive, employing a significant portion of the global population, primarily women in the Global South. Unfortunately, exploitation, underpayment, sexual abuse, and forced labour remain prevalent within the fashion supply chain. The industry is still plagued with overconsumption, overproduction and waste. Fast fashion still runs wild across social and marketing platforms, breeding an impressionable generation with an insatiable hunger for more clothing.
Greenwashing and the Lack of Progress
Sustainability has gained significant attention in the fashion industry in recent years for many reasons. In fact, according to McKinsey and Business of Fashion, sustainability represents a significant opportunity for the global fashion industry. Some companies have established sustainability departments and roles to address the unsustainable practices embedded in their business models. Some have marketed their products as sustainable, riding on the popularity of sustainability – greenwashing – a deceptive marketing tactic brands use to appear eco-friendly without making genuine improvements.
However, the industry is yet to make substantial progress in addressing the scale and urgency of its issues. There are tale-tale signs that consumers can look out for, but even at that, many fashion companies are getting away with greenwashing.
Sustainability remains the key to driving innovation in this industry, but the practice must come in three main ways, Education, Legislation and Policy and Circularity. But first, here’s where fashion lives today.
Age-old Traditions
Traditional fashion companies and business models are built on outdated practices, leaving the industry unprepared for current and future challenges. The insular nature of the fashion sector prevents the development and inclusion of diverse skill sets that could help address pressing issues. Fashion businesses, primarily in Europe and the US, are populated by individuals with similar backgrounds and mindsets, further reinforcing the status quo. This resistance to change not only harms people and the environment but also undermines the industry’s viability.
Rethinking Fashion Education
To overcome the insular nature of the fashion industry, among other challenges, it must reimagine its educational approach. It must equip individuals with the skills needed to tackle today’s problems and foster dynamic, fulfilling careers. A sustainability-focused fashion education can create value for the planet, people, and businesses.
Encouraging collaboration across various sectors and industries can help access diverse talent to address fashion issues. The industry needs chemistry, environmental science, geology, law, technology (AI), political science, and management experts to develop innovative, sustainable solutions.
By nurturing a new generation of industry professionals with diverse skill sets, the industry can create a workforce committed to sustainable innovation in processes, management, and business models. This requires interdisciplinary collaboration and expertise from various fields. As the saying goes, “Give a man a fish, and you feed him for a day. Teach a man to fish, and you feed him for a lifetime.” By empowering future industry leaders through education, we can drive lasting change.
The Importance of Legislation and Policy
A vital aspect of transforming the fashion industry involves implementing legislation and policies centred on sustainability. The New York Fashion Act holds clothing brands accountable for their environmental and social impacts. At the same time, EU regulations mandate that fashion companies substantiate their “green” claims or face fines of at least 4% of annual revenue in the affected market. Although these regulations are significant steps forward, they leave room for interpretation and may lead to greenhushing – when companies choose not to communicate their sustainability efforts.
The industry can facilitate change by crafting, supporting and enforcing rules that require responsible resource management, waste reduction, and ethical labour practices. For instance, France’s ban on destroying unsold goods encourages brands to adopt circular business models.
Embracing Circularity
The concept of circularity is critical to achieving sustainable fashion. By adopting a circular economy approach, we can reduce waste, extend the life of garments, and minimize the environmental impact of production. Brands like Patagonia and Eileen Fisher are leading the way in embracing circularity through initiatives like repair programs, recycling, and upcycling of old garments. We can create a more responsible fashion industry by learning from these pioneers and leveraging innovations from other sectors that are more advanced in their sustainability journey.
Conclusion:
As we continue to advocate for sustainable fashion, we must remember that the responsibility for change lies with all of us – consumers, industry professionals, educators, and policymakers. By revamping fashion education, holding the industry accountable, and pushing for legislation and policy focused on sustainability, we can transform the fashion world into a truly sustainable and inclusive industry. Let’s work together to make sustainable fashion the new norm.