Sustainability and High Fashion sounds paradoxical at first. They were long terms that didn't go well with each other and fair fashion was often labeled "eco". But more and more consumers are questioning the label on their clothing and the manufacturing process behind it. Many people now show that ethical fashion can look completely different Designer, the Luxury fashion produce under ethically correct conditions.
A report by McKinsey & Company "The State of Fashion 2019" identifies "Sustainability" as one of the ten mega-trends in the fashion industry. At the same time, however, it also represents one of the greatest challenges. According to the study, the path to sustainability leads above all through more transparency and openness on the part of fashion companies.
Image source & copyright by Stella McCartney
"Sustainability is developing from a marketing tool to the center of innovation for fashion & design"
The study states that in the future the principles of circular economy be an integral part of all business processes along the value chain. Labels that implement this will benefit from increased efficiency and a loyal clientele. In today's fast fashion, sustainability is becoming one of the most important aspects of differentiation in the marketplace.
Why many slow fashion labels have not heard much yet?
Slow fashion is quiet and it's difficult to make yourself heard. Many labels are start-ups whose elaborate production processes and strict ethical principles are very costly and time-consuming. This leaves little time and budget for global marketing campaigns. Consumers also need to rethink their approach. Reduced fashion cycles must find greater acceptance towards a timeless fashion mindset.
One that has already made it and established itself in the fashion industry - as a pioneer in green fashion - is Stella McCartney
Image source & copyright by Stella McCartney
The daughter of the world-famous Beatles member is a strict vegan and therefore does not use any animal ingredients in her collections. She was the first to show that sustainable high fashion is possible. Industry experts predict the British will face a lot of headwind, as luxury fashion is impossible without leather and fur. But the customers decided differently and with their loyalty helped to build a luxury fashion group with a focus on sustainability. With 53 independent stores, it is now an internationally established brand.
Stella McCartney and her actions for a better world
Stella McCartney's commitment to sustainability is not only part of the brand ethos, but runs through all corporate processes. The focus of her philosophy is respect for people, nature and animals. The environment should be protected by conserving natural resources and using only renewable materials. Regenerated cashmere, vegetarian leather, sustainable viscose, revolutionized silk are just a few of the innovations the company has developed.
