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As Amanda Cotler, the Director of Operations for Accel Lifestyle put it, “ Today, professional women are savvier than ever and not only pay attention to the quality of their garments, but also the entire supply chain, production processes, and product afterlife. They are more aware that a hang tag using the word “sustainable” does not mean the retailer is using clean processes to develop that garment.” As ethical and sustainable fashion trends continue to grow, now is the time to catch up on the most significant details of this expanding new wave.
Sustainable, ethical and slow fashion is based on three essential pillars that shape an alternative and necessary trend in accordance with the new needs arising from the conditions of the modern world: planet-friendly, animal-free, and social good. The high levels of pollution produced by the fashion industry are forcing a paradigm shift to try to reduce the impact on the health of the environment and therefore, on human health.
As new generations are increasingly aware of the need to take action in the fashion industry to mitigate the effects of climate change, they cry out for ethically crafted alternative clothing. Precisely, the adults of the so-called Generation Z, are clear about the factors that should be a priority in the industry in general, with the protection of the environment as the number one priority, followed by the reduction of unemployment and improvements in public health conditions. Additionally, another study among Internet users in China, the UK, and US, showed that more than 80% of participants agreed that sustainability should be a standard practice among the most important business policies.
Naturally, the response from fashion brands and designers hasn't been long in coming, and this new way of thinking is being reflected in new trends that are taking the industry strongly. For example, this 2022 will see an increase in the use of biodegradable materials, with brands such as Zara seeking to convert to the use of 100% sustainable raw materials by 2025. There will also be an increase in the number of resale marketplaces, with giants such as Walmart offering second-hand clothing on its website, as well as a growing number of clothing rental brands opening throughout North America and Europe. There will also be a significant decrease in the use of animal materials, with brands like Ganni and Louis Vuitton substituting animal leather for alternatives like vegan leather.
On the other hand, sustainable and ethical fashion will continue gaining more and more popularity thanks to the promotion that various celebrities have been doing - with notable activity during 2021 - thanks to their particular taste for this trend. Celebrities such as Kendall Jenner, Rihanna, Angelina Jolie, Emma Watson, and even the Duchess of Cambridge, chose to carry the flag of sustainable fashion wherever they went, causing great influence on the conscience and consumption habits of their millions of fans and followers.
Ethical and sustainable fashion represents a 360 change for the traditional fast fashion industry, and emphasizes giving greater importance to reducing or eliminating the consumption of planet Earth's energy and resources, as well as the use of chemicals for the elaboration of fashion products. Complying with the new policies to reduce the impact on nature, people, and animals, has become a priority for brands, which see how consumers demand greater respect for their rights, facts that are already reflected in the new fashion trends
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