Leadership Insights
Navigating the Shift Towards Sustainability: From Fast Fashion to Changing Leadership
The average consumer today purchases 60% more clothing items annually than they did 15 years ago, yet keeps them for only half as long.
The rise of fast fashion has transformed both the fashion industry and consumer behaviour in a mutual relationship. Fashion giants churn out new styles rapidly, fuelling a culture of disposability where clothing is treated as fleeting trends. Concurrently, consumers, driven by social media and the allure of affordability and convenience, have adapted to frequent shopping and rapid wardrobe turnover. Especially in the UK, individuals purchased more clothing per capita than any other European country in 2019.
This fast fashion trend has been fuelled by a perfect storm of factors – advances in technology, globalization, and the democratization of fashion through social media. However, this comes at an environment cost. The production of these garments is often characterized by the extensive consumption of water, energy, and raw materials, contributing to environmental degradation and carbon emissions. Notably, it generates a staggering 20% of global wastewater, while synthetic clothing alone contributes to 20-35% of primary source microplastics polluting marine ecosystems.
Moreover, the disposal of fast fashion items, frequently after only a few wears, further compounds environmental problems, as the majority of discarded clothing ends up in landfills, where it can take decades or even centuries to decompose. Annually, approximately 300,000 tonnes of clothing are discarded into household bins, with roughly 20% directed to landfills and the remaining 80% subjected to incineration.
However, not all countries are affected the same. Despite being the second-largest exporter in the $45 billion ready-made garment (RMG) industry and holding a 7.9% global market share with a workforce of 4.4 million employees, Bangladesh experiences a more pronounced impact from fast fashion compared to affluent nations like China.
Fast fashion's environmental toll is starkly evident and this has given rise to the concept of ‘slowfashion’ and sustainability.
Slow fashion represents a departure from the fast-paced, disposable nature of the prevailing fashion industry, offering an alternative ethos rooted in conscientious consumption and ethical production practices. Unlike fast fashion's emphasis on rapid turnover and trend-driven designs, slow fashion prioritizes quality over quantity, focusing on timeless pieces crafted with care and attention to detail.
At the heart of the slow fashion movement lies a commitment to sustainability across the entire lifecycle of a garment. From sourcing materials to production methods and consumer habits, sustainability serves as a guiding principle, aiming to minimize environmental impact and promote social responsibility. Local production, fair labour practices, and transparent supply chains are integral components of the slow fashion ethos, fostering a deeper connection between consumers and the clothing they wear.
Transformation of Fashion Leadership in the Era of Slow Fashion
Fashion leaders carry a profound responsibility in steering the industry towards sustainability. Their influence extends beyond setting trends; they have the power to reshape the entire fashion landscape towards eco-conscious practices.
No longer confined to merely dictating trends, leaders must now champion innovative initiatives that fundamentally reshape the fashion landscape. This involves a holistic reimagining of traditional practices, incorporating principles of regenerative agriculture, closed-loop manufacturing, and the adoption of biodegradable textiles. Leaders are actively advocating for sustainable alternatives such as organic cotton, recycled fabrics, and low-impact dyeing processes.
One notable advocate for sustainable materials is Patagonia, renowned for its commitment to environmental conservation. Through initiatives like the "1% for the Planet" program and the use of recycled polyester in its products, Patagonia has set a new standard for eco-conscious apparel. By prioritizing recycled materials over virgin resources, the company reduces its reliance on fossil fuels and minimizes its carbon footprint, proving that sustainability can be both profitable and planet- friendly.
Additionally, the fashion leaders are reshaping consumer perceptions of second-hand clothing (SHC), positioning it not just as a fashion statement but as a powerful tool for reducing waste and promoting a ‘circular economy’.
SHC is poised to disrupt traditional consumption paradigms, with market size forecasts exceeding $350 Billion by 2028 according to ThreadUp. Interestingly, millennials are the vanguards of this shift, wielding their purchasing power to champion sustainability, as evidenced by their willingness to pay double for eco-friendly products.
Stella McCartney is a pioneering force in promoting sustainability within the fashion industry. Since the establishment of her brand in 2001, she has consistently prioritized cruelty-free and ethical practices, integrating them into every aspect of her business model. From utilizing renewable energy in her offices to sourcing innovative materials and crafting environmentally-friendly designs, McCartney's commitment to sustainability is evident throughout her brand's ethos and collections. Through her advocacy and conscientious approach, she sets a compelling example for the fashion world, demonstrating that style and sustainability can go hand in hand.
Leaders are fostering transparency striving to provide consumers with insights into the origins of materials and production processes. Brands like Everlane and Reformation exemplify this commitment by offering detailed information about their supply chains, empowering consumers to make informed choices aligned with their values.
“I’d like to see more accountability in the industry moving forward. Over the past few years, there has been no shortage of pledges to get to net zero, but very few proof points that the industry is making progress towards those goals. If a company is going to make a commitment, it should have to show its progress annually towards that goal”, says Natasha Franck, CEO and Founder of Eon.
The rise of the sustainability agenda in fashion is evident but despite the proactive initiatives undertaken by fashion leaders, a significant gap remains in achieving widespread sustainability within the industry.
Education and community engagement are fundamental pillars of their strategy to bridge this gap. Fashion leaders employ a diverse array of methods, including workshops, events, and compelling social campaigns, to cultivate awareness among consumers. By delving into the complex web of environmental and social impacts inherent in fashion production, they strive to ignite a shared comprehension among the public. This enlightenment serves to elevate individuals beyond passive consumption, instilling a profound ethos of conscious decision-making that resonates throughout their purchasing behaviours.
The rise of the sustainability agenda in the fashion industry underscores the pivotal role of leadership in driving positive change. Fashion leaders not only shape trends but also bear the responsibility of reshaping the entire landscape towards eco-conscious practices.
This principle extends beyond fashion to encompass all industries. Collaborate with experts to navigate this journey towards a future that is both environmentally sound and economically resilient.
Sources: https://shorturl.at/9egxn January, 2019.
https://publications.parliament.uk/pa/cm201719/cmselect/cmenvaud/1952/report-files/195207.htm February, 2019.
https://ijmmu.com/index.php/ijmmu/article/viewFile/4330/3739 December, 2022.