In 2014 we have seen environmental sustainability and ethics rise on fashion’s agenda. Numerous eco fashion brands have launched into the market successfully, showing great potential for a fashionably conscious consumer. The media has raised the profile of ethics. Big brands have taken their sustainability campaigns to the high street, giving the issues the bigger stage they need.
Though I believe this is just the beginning. Some promises have begun to be made, though real change has yet to come into focus. A state of confusion still exists, in terms of how to present sustainability efforts to the fashion consumer and measure the impact.
People always ask me: why now? Why do you think now is the time for the fashion industry to become more sustainable?
I think that even though ethics and environmental concern have been on the agenda much longer than I originally thought, some progress has been made, but i think that now, in this generation, and going on to 2015, we have the power to grasp real change and progress like never before. This is because the younger generation are more aware than ever of the impacts climate change could actually have on their lives. I believe fashion could use it’s presence in this younger generation to make conscious consumption even more of a priority.
I believe 2015 is going to be a real test. As i take time to think about my goals for 2015, I am so curious to explore how fashion could set a benchmark for sustainability, by incorporating sustainable behaviour more easily into daily life, through a decision we make every day: “what shall I wear?”
The quote pictured, by Robert Swan brings together my motivation for 2015:
“The biggest threat to our planet is the belief that someone else will save it”
(Picture relating to the huge amount of textile waste we produce)
To me, this means action is needed, from everyone. In 2015 I’m going to travel through lots more issues surrounding fashion, speak to those affected and those who can influence the situation; then bring back these stories to inspire some solutions.
Here’s to 2015!