Extinction Rebellion strikes again at London’s Fashion Week, storming Victoria Beckham’s show by showcasing the disposable nature of the industry through an array of anti-fashion placards. One of the signs shockingly displayed how it takes 2,700 litres to make a simple, unsustainable white cotton t-shirt – that could otherwise supply one person with enough drinkable water for 2.5 years.
Current fashions trends and increasing consumer demands for cheap clothes are undoubtedly sparking the development of single-use clothing, thereby fostering an unsustainable ‘throwaway culture’. Along with the development of fast fashion, the recent adjustment to synthetic textile fibers, such as polyester is widely used in production today. This shift is highly unsustainable, as through its production it subsequently emits carbon dioxide and other pollutants into the atmosphere. The fabric itself is non-biodegradable, meaning it cannot decompose into its original state, thereby allowing micro plastics to seep into the ground, watercourses, and oceans.
However, there are solutions and alternative methods available to help mitigate these issues. The conscious fashion movement is slowly emerging, bringing to light the atrocities that are occurring as a result of over production. A significant development in the fashion world stems from The Swedish Fashion Council’s decision to indefinitely cancel Stockholm’s Fashion Week, as they wish to develop a fashion model that aims to set new sustainability standards in the industry. In view of the fact that the industry’s environmental impact is increasingly brought to the forefront of discussion, the CEO, Jennie Rosén stated that: ‘We need to put the past to rest and to stimulate the development of a platform that is relevant for today’s fashion industry’.
What does this mean for the future of the fashion industry?
In attempt to get rid of fast fashion, and curtail mass production and consumption, an alternative system could enhance the entire industry. Instead of using synthetic materials, the development of circular fashion can embrace the use of off-cuts and recycled materials that allow the birth of fashionable yet eco-friendly items.
One such company who is contributing significantly to combat this fast fashion trend is Mother Of Pearl, who is interested in revolutionising the way one shops, focusing on the story of a products creation rather than the type of garment itself. Mother Of Pearl’s sustainability strategy is something that more companies should strive to achieve, ensuring that their fibre is organically grown and sourced, whilst giving consumers a more transparent insight into their current supply chain. Mother of Pearl state that: ‘It is important for us to know where everything has come from, for us to be able to check the full process, and to monitor our carbon footprint’.
Not only does this give the company greater credibility within the fashion landscape, but sets a precedent for brands to follow, and encourage best practices within the industry.