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Fashion is one of the most active industries on earth that never ceases to come up with new trends, designs, and materials. But lurking in the shadow of fashionable clothes and fashion-hurry lies a growing awareness of the eco- and social cost of fashion. Now, with the focus on sustainability rising, the industry faces a decision: go with the flow of mass production and evaporation or do it the sustainable way. In this article, we’ll see why sustainability matters to fashion, what sustainability is doing to luxury brands, and do consumers actually care about sustainable fashion.

What Is the Meaning of Sustainability In Fashion?

Sustainability is no longer a buzzword — it’s a real problem and we need to act now in many industries, even fashion. Embraced traditions of dress degrade our planet — account for 10% of world carbon emissions and 20% of the waste. There’s much more to the effects of clothing production than simply manufacturing, and fast fashion has been a contributor to an increasingly high level of textile waste.

Fashion consumes so much water, energy and raw materials that they’ve turned their backs on sustainability. Such as using recycled materials, being less wasteful and building garments that are durable. Sustainability tries to strike a truce between manufacture and the preservation of the natural world so that fashion does not waste the planet but instead collaborates with it.

But it is also due to the increasing awareness of social issues in the fashion industry – like fair wages, worker rights, and health and safety on the job – that sustainable ethical fashion became imperative. That means brands are feeling more and more pressured to make good on their trade deals and stand up for open supply chains.

Fashion sustainability does more than just try to cut the carbon footprint of fashion but to make workers’ lives better and equity a priority. As consumers get more educated and aware of their footprint on the world through their shopping, brands need to adapt and change with the times to satisfy the need for responsible fashion.

Sustainability in Luxury Fashion

The luxury fashion industry was always considered as the benchmark for high quality, exclusivity and design. Although sustainability was traditionally the exclusive realm of lower end fashion houses, luxury labels are starting to work on greening their processes. In the luxury segment, a lot of designers are now launching sustainable fabrics, organic cotton, recycled fabrics and vegan leather in their collection. Others are advocating eco-dyes and greener manufacturing.

The difference with luxury fashion sustainability is that, a lot of times, it focuses on product longevity rather than volume production. Premium labels design pieces that last, not disposable things that go to waste. Luxury brands are selling repair and restore for their products so that their customers will keep wearing them for years rather than throwing them away.

And luxury brands tend to have the money and even the global reach to become the industry leader in sustainable practices. These premium brands are proving through their partnerships with environmental charities, investments in sustainability sourcing and open-ness that sustainability and luxury are not mutually exclusive. The likes of Gucci, Prada and Stella McCartney, for instance, have all pledged publicly to reduce their carbon footprint, source materials ethically and ensure the highest ethical standards throughout their supply chains.

So do luxury fashion houses, experimenting with new materials and designing circular fashion models like clothes rental and resale services. Luxury Fashion is stepping in on ethical grounds in a sector that has made sustainability a competitive differentiation.

Why Do People Pay Attention to Sustainability in Fashion?

Consumers have an interest in sustainability of fashion, and it is on the rise. According to recent research, the amount of people who are putting sustainability at the centre of their purchase choices is growing. Millennials and Gen Z in particular are no strangers to placing a high value on the green and ethical values of the brands they patronize. According to McKinsey & Company’s research, more than 60 percent of consumers will pay more for sustainable goods and almost 70 percent of global consumers say sustainability is a key decision maker when choosing a brand.

But not just because of the price or product. As they get more aware of fast fashion’s ecological footprint and their ethical responsibilities in favouring companies with questionable working conditions. It’s a consumer revolution that makes brands need to make their businesses more transparent – many fashion brands now tell us where and how their clothes are produced.

Social media is a huge part of sustainable fashion’s demand as well. Influencers and activists are using platforms such as Instagram and TikTok to spread the message about sustainable fashion, ethical brands and sustainability. All of this consuming sustainability-based content is shaping what consumers expect and the products they purchase.

But there is no convergence between will and behaviour. Consumers talk about sustainability but then they don’t know how to act on it when it comes to buying something. Price, convenience and brand are still important determinants of behaviour, so sustainable choices can be discounted when they’re pricey. This is why brands must offer sustainable fashion more easily, cheaply, and omnipresent.

There is no denying that demand for sustainable clothing but the difficulty is to sell these products in price-friendly packages to the mainstream consumer. As sustainability moves into the fashion business’ heart, this won’t matter much any more.

Conclusion

The talk of sustainability in fashion is no longer a passing fad, but a must for an industry that’s been historically environmentally and socially damaging. With consumers, brands and designers already being more concerned with sustainability, fashion itself is slowly making the transition to a more sustainable and moral future. From luxury brands using green materials to consumers demanding more transparency, sustainability is now not only a buzzword but a reality for the health of the world and fashion’s future.