10 most interesting facts about new fashion trend in the cities of Europe. It’s Sustainable Fashion and Cycle Fashion. What is Cycle Fashion, Sustainable Fashion Luxe, Sustainable Fashion Style? What will happen to shopping? Will Fashion Revolution and Sustainable Fashion sweep it away?
In the fight against Fashion industry giants Fashion Revolution have failed to achieve their objectives. But Fashion Revolution, however, attracted substantial attention on the subject of pollution, the enormous overproduction, social insecurity. The radical mood have emerged in society. There have been calls for total phase-out of shopping. Sustainable-Worldview has started to form which formed the basis of Sustainable Fashion.
What is Sustainable Worldview? Find out if you are trending? It was a question of the total saving, issues of ethics and ecology. It is about environmental protection of consumers themselves. Sustainable-slogans become new fashion trend and another tool used by companies, coaches and trendsetters to earn money.
Is it by chance that Sustainable Worldview showed up? No. Sustainable Fashion is a stage in the process of the new worldview formation. It will change the way we think of waste, processing of raw materials, lifestyle. We are at a moment when the circular economy must take the place of today’s linear economic system. The politics and economics see great potential in it for future. It is about income growth, generating less waste and employment growth.
The Сonceptual Fashion or Sustainable Fashion? What to wear? We all also to wear Second hand, Retro, Vintage. The new development now is the long-lived natural or artificial materials. Lastly, it is the most innovative part of the Sustainable Fashion. It is cycle-collections from recycled fabric and Second hand. These projects is developing among unknown and a very ambitious designers.
What you’ll be wearing, if Sustainable Revolution takes over the globe? What is Sustainable -Luxe? Manufacturers and Sustainable Fashion ideologists are offering to wear fancy clothes (designer clothes) from high-quality eco-materials (leather, silk, sustainable cotton, ecological cotton).
Whether all customers can afford to buy such an expensive clothes? Perhaps not. As in the past, such an expensive clothes are Luxe Сlothes. Today it’s Sustainable Fashion Luxe. Such clothes can move traditional Luxe brands. Influenced by Sustainable Worldview some of these brands have already given up the use natural fur. Influenced by fashion trend Luxe brands are moving towards sustainable materials. This provides an opportunity to move forward for small firms and unknown designers.
Today Natasha Vodanova walks in Paris wearing clear plastic shoes Off-White x Jimmy Choo. This is only a joke and tribute to the fashion trend when the designer plays with Sustainable Fashion as a order of the day. But what the future will hold? How will the Luxe Clothing look like if when not only fur but also silk can become indecent and irritative?
What those customers will wear who can not afford to pay a high bill for Designer Sustainable Clothes? They will buy out-of-fashion Sustainable Clothes from the mass market. This clothing has an affordable price, wear-resistant materials (for example lyocell).
This is clothing for a person with responsible views. For someone who is opposed to the rapidly changing fashion or against overproduction, who thinks about the protection of the environment, for those who prefer high quality and reasonable prices. This clothing will serve for a long time and does not require special care, it is out of fashion, that is universal, although some will say that it is faceless.
Sustainable clothing is already widely represented by clothing from the mass market. H & M produces a special Conscious collection from lyocell, polyester, elastane and «sustainable» cotton. The company offers the European customer an affordable price, guarantees wear resistance, compliance with ethics and ecology of production. Thus, sustainable clothing is the most visible achievement of the Fashion Revolution that has come from the mass-market companies. The only thing that excludes it from the Fashion Revolution (it loves fashion), sustainable-clothing ignores fashion.
And yet you want to be fashionable, but you can not afford Sustainable Fashion Luxe. So, the cycle-fashion concept is your choice? What if you buy cycle clothes produced from recycled materials or sewn from Second hand things (redesign, upcycling). Cycle-fashion is a conceptual fashion, a phenomenon in the fashion world. Today there is also a real demand for Second hand, so the Designer Third hand or Cycle-clothing can also find its buyer and can have commercial success.
Charity event Fashion For Focus in Prague. Special Collection Upcyklace. Designers Veronika Matějková (Tvorbou), Tereza Bourová, Andrea Šlechtová (aliasKOSHIess) and Ľubica Skalská. 2018.
Sustainable Fashion Style. This is clothing from small design companies that offer limited stylish collections created from «unclaimed» materials? Stand in queues because such clothes are very fashionable and sold out very quickly?
In comparison with the manufacturers offering Third hand, clothing from scraps and materials that are unclaimed for some reason (defects, failed color, designer’s refusal, etc.) is terribly popular today on the Internet. Such clothes also seem more acceptable for, let’s say, traditionalists who do not dare to buy the Design Third hand or Сycle Fashion.
The ideas of Sustainable Fashion Style are picked up by large companies seeking a benefit in their own production system. For example, in 2016 the company Weekday (part of the group H & M) created a collection of the remaining denim fabric rolls. And the production of «capsule» collections sewn from scraps, which is now based on a strategic task to minimize waste, will not stop. That perspective market of stylish and conceptual «sustainable» clothing will also be mastered by large companies, there will be no queues for such clothes.
What are the forecasts? What will we wear in ten years? Will the era of the designer Third hand begin, what will happen with the Sustainable fashion? Thus, polyester clothes are no surprise now? Then never-dying lyocell clothes and clothes from recycled textiles will also appear in the mass market. Women in Bangladesh will not only sew, but also recycle the European and American Second hand. This will create more jobs, increase the incomes of large corporations. In stores with new clothes will be sold Third hand. Ten or earlier years, the design and mass-market Third hand from highly sustainable and ecological materials will come to Eastern Europe.
And what about the Shopping, it will be washed away by Fashion Revolution and Sustainable Fashion? People will not stop shopping in the foreseeable future. Experts forecast a significant growth of the fashion industry from 481,2 billion. $ in 2018 to 712,9 billion. $ in 2022 (Shopifyplus, Aaron Orendorf. The State of the Ecommerce Fashion Industry: Statistics, Trends & Strategy). Even taking into account the pressure of public opinion in matters of ethics and the ecology of production, the number of potential customers will grow to more than 1.2 billion people.
A lower entry threshold is also expected for potential retailers. Thus, the mass-market conveyor will not be stopped, clothes will remain cheap, the number of fashion adepts will only increase, and small and medium-sized fashion business will remain on the market periphery. It remains only to wait for new ideas and new fashion trends.
Text©Anna Sharibzhanova, 2018
Photo©Anna Sharibzhanova, 2018
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