Through Social media we see more and more films that visualize what the fashion industry is actually like. Alexa Chung, former model and current fashion designer, has her own documentary about this through Vogue. This documentary shows several big names and lets you know the future fashion industry. But there are also documentaries that show you all the horrible consequences the industry has caused so far. You become aware of the poor working conditions for the workers, the environmental pollution caused by outdated working methods, the shortage of raw materials and animal suffering caused by the use of skin. We see the fashion industry as it is and are made aware of the impact that our purchasing behavior has on it. If you’re not yet up to date on the impact of the fashion industry, there are several films and documentaries in which it is all shown.
In 2013, after the collapse of the Rana Plaza complex in Bangladesh, the Fashion Revolution was founded. Their vision: “We believe that fashion can be made in a safe, clean and beautiful environment where people are valued equally.” Last year Fashion Revolution has been brought to the attention again after they launched the campaign #whomademyclothes, which prompted brands to indicate by whom their clothing was made.
Dutch brands are frontrunners in the circular fashion industry. Circular fashion is about sharing not owning your clothes. For example you can lease out your clothes. Because your ‘’clothes leasing’’, there is less necessity to waste and consumption of raw materials. Circular fashion fits well with the slow fashion industry. But for fast fashion brands, it is a chore to adapt their market models and strategies so that they can contribute to this trend. Also recycling programs are being set up, H&M is a well-known example for this.
But what ‘s next? What will the fashion industry look like in the future? How will stores be decorated, or we will only purchase online? What are the roles between designers and producers? How will sustainability and all the new technological possibilities fit in this picture? There are a lot of things to think about. What is certain is that the future of fashion will look very different than it does now.
‘’Not Just A Label’’ is a platform where designers and fashion pioneers are key. The platform now consists of 20,000 designers who gain lot of publicity from the platform. NJAL is also known for their Blacksheep . “The Blacksheep are a selection of designers from the NJAL community that the scouting team has identified as being especially innovative, pioneering and striking in their work. NJAL ‘s logo, a black sheep, was chosen because of the mission the company set for itself: To stand out, swim against the stream, break molds and change the landscape of fashion”.
But besides the mastermind behind a design, there is also need for sustainable technological developments. The fashion research project BioCouture is working on a lab-grown bacterial cellulose producing clothes and hopes to eventually grow a dress in a barrel. There are many other initiatives that work towards a sustainable fashion future where climate change, recourse shortage and population growth are important factors to change for a better fashion industry.
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