INTRODUCTION
The world around us rapidly changing and so does consumer behavior and fashion trends. All the factors like technology, politics, lifestyle, etc. put a huge impact on fashion trends. And to cope up with these fast-changing fashion trends market researchers have shifted from traditional, static, demographic-based criteria towards dynamic, modern, mood, lifestyle, and psychographic influences.
https://www.google.com/url?sa=i&url=https%3A%2F%2Fwww.indoindians.com%2F9-fashion-trends-for-2020%2F&psig=AOvVaw0GTCxi_kZ6dQZhKJu12R__&ust=1608572010581000&source=images&cd=vfe&ved=0CAIQjRxqFwoTCPjW1OyL3e0CFQAAAAAdAAAAABAD
With these improvisations, the fashion industry has emerged as one of the biggest industries in the world with the whole new idea of fast fashion and quick-changing trends.
But if we look at its counterpart it has got lots of drawbacks.
- The Exploitation of Workers Overseas:
- Environmentally Disastrous:
- Fast Fashion Can Possibly Cost You More Than “Real” Clothing:
From the perspective of a customer, it might sound like a beneficial deal as it carries the ability to meet market trends at a fast pace enables businesses to potentially become highly competitive and may provide consumers with desired goods faster than ever before but the adverse effect caused by this can't be ignored.
Considering these facts and figures and looking forward to the solution of these issues, the idea of sustainable fashion comes into existence.
SUSTAINABLE FASHION
Before dwelling deep into sustainable fashion let's understand sustainability first, in common terms, we define something as sustainable when it is capable of fulfilling your present need and can also be used in the future, and does not cause any harm to the environment.
Fast fashion has contributed to an increase in a throwaway culture. Throwaway culture is when consumers throw out goods, foods, and other products — rather than recycling or donating — after they’re perceived as useless or they no longer need them. “Buying clothing, and treating it as if it is disposable, is putting a huge added weight on the environment and is simply unsustainable.
Sustainable fashion is when all the apparel and accessories are developed and produced sustainably taking care of the safety parameters of nature.
There are different forms of sustainable fashions like:
- On-Demand and Custom Made
- Green and Clean
- High Quality and Timeless Design
- Fair and Ethical
- Repair, Redesign, and Upcycle
- Rent, Lease, and Swap
- Secondhand and Vintage
https://www.google.com/search?q=sustainable+fashion&tbm=isch&ved=2ahUKEwil1OfZht3tAhVPHXIKHcy2DkoQ2-cCegQIABAA&oq=sustainable+fashion&gs_lcp=CgNpbWcQAzIHCAAQsQMQQzIECAAQQzIECAAQQzIECAAQQzICCAAyAggAMgIIADICCAAyAggAMgIIADoECCMQJzoFCAAQsQM6CAgAELEDEIMBUJ2xDFj9zAxg6tEMaABwAHgBgAH4BIgB2iiSAQwwLjIuMTIuMS4xLjKYAQCgAQGqAQtnd3Mtd2l6LWltZ8ABAQ&sclient=img&ei=h4XfX-X0Cs-6yAPM7brQBA&bih=937&biw=2049#imgrc=Cm7C0fe7fABCBM
HOW CAN WE ACHIEVE THIS SUSTAINABLE ECOSYSTEM
Transparency is one of the first and most important factors towards a transformation in the industry. What so ever are the consequences of the present times, transparency is one of the root causes of all the problems around us. Lack of transparency within the industry can make it difficult for companies to ensure their employee’s safety, working conditions are adequate, and that basic human rights are respected. When a company is completely transparent, they are making the public aware of who manufactures their brand’s clothes, who farmed the fabric (cotton, wool, etc), and under what conditions.
However, it's impossible to transform the whole system but it's relatively easier to seek a balance between these two.
HOW TO FIND BALANCE
Earlier in this blog, I talked about transparency and that's the utmost important factor in maintaining and managing the supply chain, until and unless one will not be aware of where the goods are being manufactured it is difficult to check other aspects.
https://www.google.com/search?q=sustainable+fashion+and+fast+fashion+balance&tbm=isch&ved=2ahUKEwih3p--h93tAhUPjUsFHfH5Ds0Q2-cCegQIABAA&oq=sustainable+fashion+and+fast+fashion+balance&gs_lcp=CgNpbWcQAzoECAAQQzoCCAA6BAgAEBhQ5KIjWMXII2DYyyNoAHAAeAGAAakEiAG_KZIBDDAuMTQuOC4wLjEuMZgBAKABAaoBC2d3cy13aXotaW1nwAEB&sclient=img&ei=WYbfX-HNMY-artoP8fO76Aw&bih=937&biw=2049#imgrc=DzKBvuuLH397eM&imgdii=1XoKSqqgCYh9GM
Being able to embrace transparency while keeping aware of market trends may help a company be able to forecast consumer demands well ahead of time to produce desired goods sustainably. Better tracking of both fashion trends and inventory at every stage means software allows retailers to reduce waste and source responsibly, potentially saving money as well as delivering more ethical or sustainable choices to consumers.
HANDCRAFTED CLOTHING
When we talk about sustainable fashion how could we ignore handcrafted fashion?
Handcrafted apparel and accessories have added great value to a sustainable industry.
If I specifically talk about fashion handicrafts add the value and essence of workmanship and true luxury. It might cost a bit higher than that of fast fashion brands but it's value for money as it meets our need for fashion as well as does not harm our environment.
Handcrafted fashion also creates a balance in the ecosystem among local artisans, their financial income, and revival of craft and craftsmanship. Integrating fashion design with artisan textiles can help regenerate the community and village culture while enhancing the value of products. This practice-led research project offers a framework to meet the emerging challenges associated with ethical and environmental principles linked with fashion by incorporating sustainable processes used in traditional craft production. Importantly, it can also offer one strategy to support economic sustainability issues linked to the livelihood of craftspeople at the village level.
https://www.google.com/search?q=sustainable+fashion&tbm=isch&ved=2ahUKEwj04vmZrt3tAhV-nksFHXDfCZIQ2-cCegQIABAA&oq=SUSTA&gs_lcp=CgNpbWcQARgBMgQIIxAnMgQIIxAnMgQIABBDMgcIABCxAxBDMgUIABCxAzIHCAAQsQMQQzIECAAQQzIECAAQQzIFCAAQsQMyBAgAEEM6AggAOggIABCxAxCDAVDPc1jBggFg_o8BaABwAHgAgAHaA4gBnAuSAQcyLTQuMC4xmAEAoAEBqgELZ3dzLXdpei1pbWfAAQE&sclient=img&ei=8q7fX_ShKf68rtoP8L6nkAk#imgrc=6SOybflavjkdLM
Designing a fashion collection using sustainable materials and processes, enabled integration with traditional craft techniques to address sustainability issues linked to the livelihood of craftspeople. This learning and exchange of knowledge and skills have helped reinforce the objectives laid down and have opened a direction of work that builds on this understanding. It has been able to highlight the importance and relevance of design and craft connections as a way ahead. It is hoped that this design process will contribute to formulating an inspirational roadmap for more sustainable design ideas, which look at not just one craft tradition, from a particular area or community, but rather offer a template of connecting local craft with global opportunity through the medium of fashion
INTERNATIONAL TRENDS
This year was something which the world has never experienced before. Boundaries of countries are different but the suffering was similar, and when you go through similar problem and situation, some similar trends also emerges from all the places. At this time we can notice the fashion due to the impact of the corona has set new standards in itself. Mask has emerged as major fashion accessories and comfortable clothing overtake the market against the formal office wear.
Apart from the impact of covid over fashion if we talk about fashion trends as per Elle magazine, we can notice that Colorful Leather (Both Real And Faux), The Puff Sleeve, ‘90s Knitwear, The Square Toe Boot, Prairie Romance, The Daytime Clutch, Shorts Of All Proportions, Strong Suiting With A Feminine Touch, Modern Folk and many such national and international trends prevalent these days.
image source: Elle magazine (https://www.elle.com/fashion/trend-reports/a31006915/fashion-trends-2020/)
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