Director, Label Varsha
Sustainable Fashion is synonymous with ‘eco-fashion’. The topic of sustainability in fashion is full of contradictions. The concept of fashion constantly promotes a paradox to sustainability. CHANGE! Fashion is ever-changing in its very nature, with tips and tricks and seasons being on the go constantly. Whereas to follow sustainability in its entirety entails holding off on buying new clothes. In today’s modern world, with a more prominent focus on trends like ‘GO GREEN’ the doors for sustainable clothing have opened, i.e., fabrics derived from eco-friendly resources and recycled materials.
Sustainable fashion is a highly debated and increasingly covered topic in the media and fashion industry today. Making clothes, accessories, shoes, and other fashion-related products in such a way that it justifies the sustainability in an eco-friendly manner as well as social-economic aspects. It is the responsibility of both consumers and brands manufacturing clothes and products to make sure it serves the purpose of being environment friendly.
Talking about the latest trend in 2020, it is not about any pattern, color, or seasonal style. It is all about adapting the concept of ethical and sustainable clothing because we all are well aware of how the textile industry is wreaking havoc on the environment.
”Sustainable fashion” propagates ‘slow fashion’ which is meant for ‘long term availability’. By following the elements and notions of REUSE and RECYCLE, the fashion industry is turning the edges. Nowadays mounting brands have begun immersing themselves in ethical practices like giving fair wages, using organic fibers, and creating more durable items. They are going organic, natural, and biodegradable. Their approach is plastic-free packaging which mainly focuses on recycled or repurposed clothing.
These eco-friendly habits focus ardently on minimizing the damage by saying no to pesticides and excessive water usage that utilizes only organic fibers and recycling plastic and textile waste into exclusive new products, which can prove that fashion brands can do better within their industry to promote sustainability. The main aim of these brands is to minimize the impact of their businesses on the environment and to emphasize ‘REGENERATION’.
There are myths that sustainable fashion cannot be trend-worthy and luxurious as it promotes eco-friendly products and materials. But if we look at it precisely there are new fabrics and techniques which are way more innovative and experimental which can partake in modern sustainable fashion leading to downright instagrammable visuals. It is widely available and affordable.
Brands like WAWWA which is a PETA approved vegan fashion brand which produces organic cotton, recycled polyester, and water-based inks. Many ethical fashion brands are tackling the phenomenon of dead whales washed up containing hundreds of pieces of plastic by taking concrete action. Let’s take the example of the swimwear brand, Batoko, which has turned rubbish and unused products into profit. Plastic bottles that are recycled, Botoko uses compostable, recyclable, and reused materials only.
Econyl is another brand that promotes sustainable development. It follows the process of recycling and regenerating the synthetic waste like fishing nets and turn them into a textile product as nylon which is a great initiative to bring down the ocean’s pollution.
Indian homegrown brands like Label Varsha also take the ethical route when it comes to Indian ethnic wear, where we use some of the most breathable and sturdy cotton fabrics as well as keep our social integrity in check by hiring and promoting the talent of local artisans and their handiwork.
However, solely following the guidelines of REUSE and RECYCLE is not enough to remain sustainable. Sustainability as a concept includes the use of non-renewable resources in such a manner today that the future generations would not be deprived of any necessities. Therefore, fashion brands are coming up with collaborations with different NGO partners, working to eradicate poverty and human trafficking along with social commitments and fair fashion to build goodwill among consumers and within the industry.
Upcycling is another commendable sub-trend. You can customize, add, redesign your outfit according to your preference. It is a process of transforming unwanted or useless products into a brand new product. As it says, the most sustainable outfit is one that already exists in your wardrobe.
By extension, the rental trend accelerated in 2019 and will only increase its pace in 2020. This trend can work in revenue factors massively. Can you think of earning from your wardrobe. Think of party wear or outfits which are unlikely to be worn more than once or twice. You can ferret out the accessories and outfits which are of less use on rental sites and collect some wages to buy a brand new dress!
Some overall currents are likely to dominate in the following year. Fashion trends in 2020 would include a large part incorporating sustainable practices while keeping in mind ecological and social integrity.