reports2020/11/30

The Future Of Sustainable Fashion

Photographs by Esther Knight

The world is in uncertainty, now more than ever. Industries have been left in economic collapse and it is now time to build the system back up. The past year has given allowance for some people to take a step back and re-evaluate the system of fashion and retail, alongside the changes that the industry is yearning for.

The COVID-19 pandemic saw demonstrations and protests worldwide about climate change with members of the public pleading for global improvements. This was educational as people were forced to face the truth about the actions of various corporations. Aside from people taking a stand during this time, businesses were compelled to make difficult decisions throughout their supply chains which left many people in the lurch and some maybe even out of work.

Considering trends moving forward, there is a call to action for brands to slow down the process of production to sales and to make ‘fast fashion’ a thing of the past. The way that many fashion brands are choosing to do this is through seasonless product lines. Introducing garments which are appropriate to wear at any time of the year is a perfect way to ease into a more sustainably friendly fashion industry. According to Retail Week, up to 80% of fashion retailers actually reported to having an increase in revenue after presenting seasonless fashion as a trend. If well known designer brands also begin to contribute to this trend, we will begin to see a wider positive impact.

We at Fanfare Label opt for a seasonless collection as opposed to trend-led ranges. Fanfare Label reduces the amount of pressure on the supply chain, allowing for high-quality designs that do not cut corners in order to meet deadlines. Each garment is crafted with purpose in the UK using a circular production model where any waste is simply recycled back into the supply chain.

With this time of reflection for consumers, attention to detail in our favourite brands is also key. People care about where their products are sourced and how the person making the garment was treated. More buyers are becoming aware of the term ‘greenwashing’ as brands can be guilty of misinformation to be perceived as environmentally conscious. Now that people are mindful of the signs to look for, they demand to know all about the company’s actions and what they are doing in the movement to save the planet.

This can all be tied together with the use of technology. Digitalisation is an ever-improving concept in almost every industry around the world and this has been dramatically highlighted with the closure of retail stores and the maximisation of online traffic this year. Through the use of online influencers and the channels of social media such as Instagram, Youtube and Tik-Tok, fashion PR has taken on a whole new dimension. The in-store experience will never quite be matched by what retailers have to offer online however, recent progress has shown a lot of new aspects to our shopping encounters.

Each of these trends individually have their effects on the current climate crisis. It is time for businesses to start taking the responsibility to utilise their platform and combine what sparks consumer interest with what will help repair a damaged system. We can use technology for the better in areas such as production which will reduce water usage and reduce the amount of waste in the process.

Major changes will not happen overnight as there is so much work to be done. If we start the education process now, this will allow for more people worldwide to be a part of the revolution.

Fanfare Label’s new hero collection combines bold and contemporary designs with repurposed and reused materials, designed to create a wardrobe of sustainable clothing made to last. For too long businesses have built supply chains to drive financial profits at the expense of people and the environment. Fanfare works with human trafficking charities to eradicate slavery from fashion supply chains as well as working with homeless charities empowering women and teaching skills to get them into work. Our collections are made from sustainable certified materials, recycled clothing and textiles. 

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