Planet
Humans have a harmful impact to the planet through the use and production of fashion. Planet is an important pillar in the industry focusing on sustainability and aims to benefit and save our environment against a catastrophe. Waste is a key problem with the main cause being overproduction of stock. ‘The last 15 yearshas seen the doubling of production, while there has been a 40% drop in the amount of time clothing are worn.’ (Ellen Macarthur Foundation, 2021) The need for sustainability is increasing, forcing brands to recreate innovative business strategies to meet the future demands. Sustainability shouldn’t be seen as a trend but a way for society to build together positive values through the industry.
To anticipate the future we need a paradigm change, focusing on a circular economy. A constructive cycle minimising waste and pollution giving materials, products and recourses the longest life achievable. In comparison to the liner system operating on ‘take, make, use, waste’, materials and products aren’t utilised to their full potential. (Conde Nast, 2020) According to the Ellen MacArthur Foundation, a circular economy goes beyond simply minimising negative effects but ‘a systemic shift that builds long-term resilience, generates business and economic opportunities, and provides environmental and societal benefits.’ (Gwilt, 2020, p.10)
A major concern, sustainable fashion is a strategic processes of positive changes in the industry that values diversity, prosperity and the well being of our planet. This significant factor concentrates on the industry’s design, production, communication, wearing, and end of life. Over the last 30 years sustainability has slowly entered the spotlight within the industry, however researchers pointed out that not enough physical breakthrough has been achieved. Although there isn’t going to be 100% sustainability within the industry a change needs to happen. Pretty Little Thing and other retailers have organised a resale model to give people’s unwanted clothing a second chance because waste is a significant sustainability concern in the industry. ‘MISTRA Future Fashion research project (2011-2019) showed that using clothes three times longer can reduce their carbon footprint by 65% and their water use by 66%.’ (Conde Nast, 2020)
Sustainable development goal 12 ‘Ensure sustainable consumption and production patterns,’ focuses on making a positive impact on the environment by using less unnecessary recourses. 12 has targets and indicators along side to give businesses a goal which they can work towards.’By 2030, ensure that people everywhere have the relevant information and awareness for sustainable development and lifestyles in harmony with nature.’ This target core is to educate globally in institutions as part of the curricula. Creating sustainability as an educational concept will raise the awareness of all humans especially Gen Z who could make the biggest movement within the target. Knowing the production values of a company will make a consumer feel subconsciously guilty if they dispose of their clothing poorly or purchase carefree from fast fashion businesses. Education is key. (United Nations, 2022)
Bibliography:
Condenast (2020) The sustainable fashion glossary. Available at: https://www.condenast.com/glossary/glossary-introduction (Accessed: 8th October 2022)
earth.org (2022) 10 Stunning fast fashion waste statistics. Available at: https://earth.org/statistics-about-fast-fashion-waste/ (Accessed: 9th October 2022)
Ellen MacArthur Foundation (2010) Circular economy introduction, How to Build a Circular Economy. Ellen MacArthur Foundation. Available at: https://ellenmacarthurfoundation.org/articles/the-trends-and-trailblazers-creating-a-circular-economy-for-fashion (Accessed: 9th October 2022)
Gwilt, A (2020) A Practical Guide to Sustainable Fashion, Bloomsbury Publishing USA, London.
United Nations (2022) Sustainable development goals. Available at: https://sdgs.un.org/goals/goal12 (Accessed: 9th October 2022)