Fashion is constantly evolving, and sustainability has become more than a trend - it's now an urgent need. WGSN Insight, a leading authority on trend forecasting, has revealed a series of insights into consumer perception of sustainability in the fashion industry. Let's explore how sustainable fashion impacts and inspires companies to face the challenges posed by the climate crisis, while embracing opportunities to build a more sustainable and culturally conscious future.
After all, the effects of climate change are becoming increasingly evident, with forest fires and flash floods increasing across the world, people are also feeling a personal connection with this threat and looking to follow brands that respect and defend causes. sustainable. A recent study carried out by the United Nations Development Program and the University of Oxford revealed that 69% of young people around the world consider climate change an emergency.
The difficulty with regard to the fashion industry comes when these young people who say they consider the issue of sustainability urgent, demanding productive environmental strategies from companies, are also those who are always attentive to trends and constantly crave new things.
The question remains, how can the fashion industry achieve ambitious climate goals while continuing to satisfy young consumers' desire for trends and novelty?
London Fashion Week - Positive Fashion
Held twice a year, in February and September, LFW showcases the creative work of more than 250 designers to a global audience of influential people in the media, as well as retailers and consumers.
They do not lack visibility.
In 2020, the British Fashion Council declared that LFW would be the first of the four global fashion weeks to embrace inclusivity, giving access to the public to participate in a kind of celebration of so-called positive fashion, where a dedicated space at LFW is reserved positive fashion that highlights brands and designers committed to sustainability, ethics and social responsibility in fashion.
But, after all, what is positive Fashion?
This concept was defined by the British Fashion Council as consisting of three pillars: sustainability, equality and diversity. This type of positive message has become common among fashion brands, which are increasingly quick to demonstrate their support for these ideals, in order to meet new consumer demands.
This initiative on the part of LFW contributes to the positive image of the show itself, as it coincided with a time when many fashion shows, especially haute couture ones, were criticized for not adopting sustainable practices in production, such as the excessive use of materials non-renewable resources, the excessive discarding of fabrics and the lack of transparency regarding their supply chains.
But after all, are all brands embracing this theme?
Not all of them, but we're going in a good direction! According to a McKinsey study, many people responsible for purchasing their products want half of them, by 2025, to be made with sustainable materials. Now, of course there is still a lot to do in the fashion industry in this regard. Some brands have made efforts to be more inclusive and diverse, such as launching larger size lines and adapting clothing for children with disabilities.
We have the great example of Emanuel Chirico, CEO of PVH, owner of Tommy Hilfiger, Van Heusen and Calvin Klein, announced the "Forward Fashion" program with 15 specific goals to reduce climate impact by 2030. These include reducing carbon emissions , reducing waste in landfills and also eliminating single-use plastics. Furthermore, the company is committed to making three of its best-selling products circular by 2025.
Despite all this, there is still a long way to go. It's essential that brands truly commit to sustainability and inclusivity, rather than just taking a superficial approach to capitalizing on current trends and not getting canceled. Real change requires a long-term commitment and cooperative approach between all stakeholders, including brands, consumers, governments and non-governmental organizations.
