Sustainability has never been more important to shoppers or the fashion industry. This generation cares about the planet; we might have enjoyed the resent freakishly warm temperatures, but we know that the reasons behind it are really grim. Most of us are fed up with oceans filled with plastic, or leather products from animals in agony but also that it is inexcusable that 300,000 tonnes of unwanted clothes are tossed in the bin instead of being recycled, every year.
The rise of eco-friendly and ethical brands is impossible to ignore, but how do we reconcile a love of fashion and clothes with sustainability? A relatively unknown term, until recently, is currently being bandied around the industry claiming to be the answer – circular fashion. The concept are challenging fashion’s linear production line that ends with clothes being discarded in landfill.
The very meaning of Circular fashion is that every part of the life span of a garment is cyclical. Once the consumer has tiered out the piece, it should be or can be, repaired or redesigned. Or if the item are on the verdict of being thrown away – instead the piece are rented, swapped or sold at second-hand. All in all, this means the consumer will buy less new and less will left ruining our planet.
Suit from Tommy Hilfiger, Vintage, Myrorna
Photographer: Lanna Olsson
Model: Awa Tourey
Makeup: Emelie Radenholt
Retouch: Sabina Hannila
“The future of fashion is circular. It has to be.”
– Stella McCartney, Harper Bazaar in april 2019
McCartney isn’t alone in her viewpoint. More and more alternatives for fashion has turned up at our markets where the consumer don´t have to choose between the planet or the wallet. More and more apps are turning up where you easily can sell and buy second hand, borrow a wardrobe or swap items with each other.
Even the designers themselves are taking a stand regarding the production line. It all starts with the design and what material to use. Is its production ethical and fair; are animal and worker rights upheld? More and more designers choose to use recycled materials such as ocean plastic and bottles, but they are also looking into different alternatives to wool and leather – choosing a plant based solution instead. It is up to the industry to adapt, and it needs to do so fast.