The pandemic has caused drastic changes in the way people spend their money on many things including fashion, ending the extreme consumerism, but also the right time for us to change on how the fast fashion production cycles. Since 1990s, many fast fashion retail brands has offered us cheaper clothing versions – copied from the fashion catwalks right after the international fashion weeks (New York, London, Paris, Italy) – with shorter production cycle as fast as once per 3 months or even less, with much cheaper price, lower qualities, and lack of transparency in widespread exploitation of people working in the supply chain. Facing this challenging situations, at last some fashion businesses and professionals have made actual movement in new global sustainability standard, change the perspective of fashion values, new fashion calendars, and new marketing strategy.
What is fast fashion? It is clothing line mass-produced in a very short term, rapidly made new items, and deliver them to its chain stores or webshops. The price is cheaper and got lack of quality in response to the latest fashion trends.
Below I already listed movements made by some of fashion professionals like Vogue’s editor-in-chief Anna Wintour, Fashion Revolution team, Italian designer Alessandro Sartori, Belgian designer Dries Van Noten, company Zalando, and Higg Co. for better future of the fashion world:
According to Business Insider: the fashion industry has always kept an eye on Anna Winter’s remarks, and how the US Vogue editor-in-chief and industry’s most influential person will see how the coronavirus outbreak affects the fashion industry in the long run. The whole industry listened when we talked about giving. “It’s an opportunity to slow down, reduce production, fascinate the world with fashion creativity and passion, and maybe put more weight on new things rather than fast-moving ones,” she said in interview with CNBC. Fashion has to be lasting, emotional, remembering, and meaningful. We all in the industry need to reassess. Think.” Anna Wintour also hopes that people are going to care deeply about sustainability and the value of what they are buying.”
Facing crisis during the pandemic, also changed the fashion calendars of many international fashion houses which creates more freedom and approachable digital system to their customers, here is the statement from Alessandro Sartori, artistic director of the Italia fashion house Ermenegildo Zegna to French Vogue: “I have always wanted to use alternative formats to communicate my creative process to an even wider audience. The idea that this season I will present the collection with a digital tool gives me great energy and freedom of thought because I can finally enter directly into people’s homes.”
Years before the pandemic, poor fashion supply chains had already reached its toll (one of them: Rana Plaza) because of the extreme fast fashion demands with low price and the wastes have been continuosly stacking up. Here one of the statements from the website of Fashion Revolution: “We are living in a climate emergency and the fashion & textiles sector is one of the most polluting and wasteful industries. The industry continues to lack transparency, with widespread exploitation of people working in the supply chain. Never before have there been this many people on the planet in slavery, and fashion is a key driver of this reality. Brands and retailers are still not taking enough responsibility for the pay and working conditions in their factories, the environmental impacts of the materials they use or how the products they make affect the health of people, animals and our living planet.”
In Fashion United UK today on May 28, 2020, Zalando, an European e-commerce company based in Berlin, Germany and Higg C, a platform system that focuses on building the tools that power sustainability measurement, have announced their new collaboration, a new global sustainability standard for fashion brands and retailers, meant to accelerate sustainability industry wide and with SAC’s updated version of the Higg Brand & Retail Module (Higg BRM), Zalando – the first retailer to use this tool – will make sustainability assessment mandatory for brands selling on its platform. According to the Kate Heiny, the director is sustainability in Zalando: “The Higg BRM will help us achieve our goal to continuously increase our ethical standards and by 2023 only work with partners who align with them.” Since 2019, Zalando has actively focused on extending the life fashion items, net zero carbon-emision and minimize fashio wastes in do.More:
Source: Pandemic ends the era of disposable fashion – Vogue magazine editors say — One of the most influential people in fashion hinted that the coronavirus pandemic could end the era of inexpensive, disposable fashion popularized by Forever 21 and H&M — Fashion Revolution Statement — How will fashion houses present their collections after the confinement? — Zalando, Sustainable Apparel Coalition and Higg Co introduce new global sustainability standard —Vogue: Givenchy Fall/Winter 2020 — Sustainability at Zalando: It’s time to do.More — Can the fast fashion business model embrace sustainability? — Image by: Fashion United UK.