Sustainable fashion: More than just awareness
3 mins read

Sustainable fashion: More than just awareness

Recently, the brand Gucci committed to making sustainable fashion the focus of its business.

Accordingly, Nielsen’s 2015 global business and sustainability report revealed that more than 73% of young people are willing to pay more for sustainable products, so Gucci’s move is considered a positive signal

Gucci Equilibrium is part of the Gucci brand’s 10-year plan to build and develop sustainable fashion, along with the mission of bringing quality and environmentally friendly products to consumers.

According to Pulse Fashion of Industry’s 2018 report, 75% of fashion companies improved their production processes and reduced harm to the environment and society over the past year.

But with the demand for goods increasing sharply, transparency in the operations of fashion companies also needs to be put on the “scale” for analysis and comparison.

Sustainable fashion: More than just awareness

Photo: Business Insider India.

Sustainable fashion: More than just awareness

Fashion world

Taobao – China’s largest online sales website targeting young customers

How are big brands doing to reduce their environmental impact?

According to Marie-Claire Daveu, director of sustainable development at Kering (the fashion group that owns major brands in the world such as Gucci, Saint Laurent, Alexander McQueen, Balenciaga and Stella McCartney), the traditional rating system for

Sustainable fashion: More than just awareness

The Stella McCartney brand introduces a promotional campaign to raise consumer awareness about environmental pollution.

“7% of our direct environmental impact comes from in-house operations such as our stores or offices, but a more staggering 93% of our issues are directly related to our supply chain, e.g.

Sustainable fashion: More than just awareness

In the past, the tanning process often polluted water sources because most chemical treatment steps generated a large amount of wastewater discharge.

What is the basis for determining `sustainability` in fashion?

Jason Kibbey – executive director of the Sustainable Apparel Alliance revealed: “The CEOs of the world’s leading companies have come together to develop a database to measure the impact of products on the environment.

Sustainable fashion: More than just awareness

Gucci is the latest brand to `kill` fur this year, following in the footsteps of Gucci and Michael Kors.

Admittedly, this process requires a lot of time, effort and money, but in return the information source in the future will be very rich and reliable, which can be used to compare sustainability

Ryan Gellert – general manager of Patagonia said: `We have a high sense of responsibility and always strive to minimize our impact on the planet, while using the business environment to inspire

Sustainable fashion: More than just awareness

Photo: Patagonia.

What can we do as consumers?

“Sustainability is broad in scope and can be confusing for customers because there aren’t any specific standards to define it,” said Amy Powney – creative director of the Mother of Pearl brand.

Sustainable fashion: More than just awareness

Factory workers often receive meager wages and are subjected to extreme exploitation of their labor.

Thus, as designers working in a progressive and forward-thinking environment, they need to think about sustainable fashion from a holistic perspective instead of just looking at the positive side.

Sustainable fashion: More than just awareness

Answer the question for yourself: Are clothes that you only wear a few times and then throw away worth your money over things that you can reuse many times over a long period of time?”.

See more:

What’s most appealing about sustainable fashion Instagram accounts?

Is tailor-made fashion for customers gradually becoming easier?

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