Fast Fashion Turning to Sustainability

Fast fashion has always been a huge topic of conversation in the sustainability world, but lately with the pandemic, it's become an even hotter discussion. With brands like J. Crew and Forever 21 filing for bankruptcy and the growing demand for sustainable fashion products, it's hard to see a future where fast fashion comes out on top post-COVID-19.

According to Forbes coverage in "Coronavirus Will Force Fashion To A Sustainable Future" by Pamela N. Danziger, although fashion companies are putting sustainability on the back burner thanks to a sales decrease of 30-40%, sustainability might pull them out from this impending doom. "Sustainability is going to be table stakes for consumers when it comes to brands, both current and future consumers, and I don’t mean greenwashing, but real sustainability. The best thing to come out of this very painful time is that we as individuals understand that our individual actions have societal consequences. So while the virus is not directly related to sustainability, it is going to increase the focus on it.” (Sarah Willersdorf, BCG’s partner and global head of luxury)

How will sustainability come out on top of all of this? As everyone has been at stuck at home, they've had the chance to do the research and see the devastating effects their choices have on the environment. As a result, some will want to make lifestyle changes that will impact their future choices, like choosing quality brands that represent a greater good. Plus, who doesn't like clothing that literally lasts YEARS. Yes, it may be a bit pricier but over time, you are saving that amount by not buying the same article of clothing year after year. Plus, the fashion of today is moving towards a more minimal look - white tees and high rise blue jeans. These articles of clothing are timeless so why not purchase from a sustainable brand as an investment rather than just something you'll throw in the garbage a few months down the road.

Take this into consideration - Not everyone will be switching out of fast fashion anytime soon. Some simply can't afford it, especially after this pandemic. But if you can, do it. It will save not only you money in the future but our planet as well. Also, give secondhand clothing a chance. No, it's not gross that someone wore that sweatshirt before you, it's cool.

I would also like to take the time to acknowledge the powerful Fashion Revolution that has been circulating around the globe. "Who Made My Clothes?" has been a strong statement and it certainly makes me question truly where some of my clothing comes from. If you haven't heard of this movement, check it out at https://www.fashionrevolution.org/.

What are your thoughts on fast fashion moving to sustainability? Do you think we'll see this happen soon or will fashion life as we knew it pre-COVID just return to normal?

Photo by Fernand De Canne on Unsplash