Time's running out!
How can we fix fashion? Not only has the industry had its ethical demons come to light in the last few years – accusations of sexual abuse, racism, sexism, ageism – it’s also one of the biggest polluters in the world. Every year, the apparel industry produces 100 to 150 billion items and out of all that stuff, we then find out that fashion brands end up destroying billions of pounds worth of it. We’re not talking fast fashion juggernauts.
"87 per cent of the 53 million tonnes of clothing produced globally each year is either incinerated or dumped into landfills." Seasonal products – novelty accessories, time-sensitive branding, distinctive visual motifs – can’t flood the discount rails because it gives the impression of a brand that no one’s buying. It’s a smoke-and-mirrors strategy designed to give luxury brands the glossy veneer of impenetrable clout and aspirational desirability, and to encourage conspicuous consumption.
What luxury should mean is something rare, bespoke and considered in both production and design. Sometime in the 80s, though, luxury brands became big business and fashion went global. Boutique openings in Dubai. Lipstick launches in Beijing. Trunk shows in Moscow. It was probably then that copious fragrances, cosmetics and sunglasses started to form the swelling of revenues for the world’s biggest fashion houses. What didn’t sell was quite literally burnt at the temple of Mammon.
"The billion-dollar question: What is the solution here? For many brands, it’s the circular economy, a term that refers to a value ‘circle’ where products and materials are recovered, regenerated and reused."
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