When we think of Fast Fashion we think of the big brands like ASOS and Prettylittlething.com and their ever changing “New In” page. But in the age of ever growing consumer awareness customers are becoming more and more unhappy with this approach. We keep using our voices, saying that we want the environment to be a more considered part of the process and, slowly but surely, the brands are listening.
In 2020 Zara launched their Join Life campaign collection, proving our voices are being heard. With the campaign the company is actively trying to make changes and be 100% zero waste by 2025*.
Prettylittlething.com are well known for their multiple collaboration collections and their 96 new pieces per day*. The brand is trying to turn it around with their new sustainable collection ‘PLT Recycled’; made from recycled fabrics the collection is focussed around staple wardrobe pieces. However, items in the collection still average around £12 which has us questioning how sustainability and ethical practice is possible for such a low price point.
The pandemic has forced the industry right at the top of fashion to change. Restrictions on importing has led to designers using materials they could repurpose from previous collections. JW Anderson launched a capsule collection consisting of six pieces made entirely from leftover fabrics and trims. Luxury fashion houses, such as Balenciaga, have also displayed what is possible with fabrics, furthering the point that upcycling Is becoming one of the biggest fashion trends of 2021*.
The industry still has a long way to go, and with slow fashion you always have a better chance that sustainability and ethical practice is being used. However, if we keep pushing for change in fashion it will keep happening.
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