Fashion and sustainability – a topic that has gotten me thinking for quite a while now. As a fashion blogger, the consumption of fashion products is my daily bread. I’m also a fan of fast-fashion labels like Zara, Mango & Co. Accordingly, I was shocked when I read how environmentally harmful the fashion industry actually is. Fashion has somehow become a disposable product – whereas before there was summer and winter fashion, trends now change weekly and clothes are worn less often and for a shorter time period. In order to keep up with all those trends, fashion should of course be as affordable as possible for the consumer – the bill will be paid by low-cost garment workers and nature, because second only to the oil industry, fashion is the largest polluter in the world.
Zara, only one of Inditex’s several fashion brands, markets a new collection every week (yes, that’s every 7 days!). And I must confess, it has been extremely rare that I have entered a Zara and not found at least one piece that I would like to see hanging in my closet. But is it really necessary? Fashion is always fast-paced, new collections, new trends at weekly intervals – to stay up to date is an endurance game. So can’t we just say stop and slow it down a little?
Fashion and Sustainability
Our generation consumes more and faster than any generation before, and aspects such as quality and consistency seem to play an increasingly insignificant role. And why should I pay an expensive price if the piece I’m just waiting in line for at cashier’s will be “out” again in just a couple of weeks? Has the fashion industry become a disposable industry? And how can I get out of this madness? I know, not every blogger has a big budget, but isn’t it up to us to say I’m not following that trend? Not because I don’t like it, but because on the one hand I don’t want to look like a fast fashion dummy and on the other hand I want to bring some consistency into my wardrobe? Isn’t it more demanding and more exciting anyway to reinterpret a few, high-quality pieces and style them differently? I often borrow certain statement pieces from friends. In times of car sharing & Co. – why the urge to own something?
I don’t want to point my finger, I don’t want to drive an anti-Zara campaign, let alone call for a boycott. Not at all, because I also like to shop at the fast-fashion labels every once in a while. But maybe we should question our consumer behavior more often instead of blindly following every trend.