5 Trends in Sustainable Fashion Concept
As the pandemic process continues, brands are trying to integrate sustainable trends into their products in light of the latest technological developments and innovative approaches. The aims of Sustainable Fashion integration are to make a difference in the fashion industry. As well as to take a conscious and sensitive attitude and to strengthen marketing activities.
The Sustainable Fashion concept, which was tried to be implemented in the 2010s. But could not create sufficient awareness, which appears again in the 2020s as Sustainable Fashion 2.0. This time of course with the potential to become more serious and popular. Now there is even a formation that analyzes how well the brands adopt the understanding of sustainability. The reason for the need for such a formation is that the fashion industry ranks first among industries that cause environmental pollution. This global organization, called Fashion Revolution, examines brands in categories related to sustainability from environmental policies to diversity and publishes their rankings year by year within the scope of the Fashion Transparency Index.
Another reason for this popularization and consciousness today is that during the Covid-19 period, current trends such as a sense of social responsibility and environmental impact raise more awareness. Many brands affected by this period tend to revise their marketing and product strategies, taking into account current fashion trends, adopt different sustainability approaches, and determine Sustainable Fashion trends.
Processes of Sustainable Fashion Concept
To become a brand that embraces sustainability is possible by producing environmentally friendly products, designing the production processes of the products to be environmentally friendly, and carrying out social responsibility activities that include the protection of nature and natural life as a whole. It is necessary to show environmental sensitivity at every stage from raw material usage to distribution and marketing processes. Each brand is trying to both spread awareness of sustainability and raise awareness in marketing activities. They highlight these processes according to their target audience and brand vision. Here are some of these processes that have become trendy.
1. Longer Lasting Clothes
The intertwining of home and social life, distance education, and working arrangements highlight the timeless style and functionality of the clothes. This context makes functional and long-lasting clothing popular. In terms of the Sustainable Fashion Concept, the tendency to long-lasting and functional products both ensures less product consumption. And of course, supports the view of "buy less but get better". This means less waste and less consumption for the environment and nature.
2. Carbon Footprint
Carbon footprint is the total amount of CO2 and other greenhouse gases emitted by a process or product over its entire life cycle. Measures can be taken to reduce the carbon footprint, such as creating recyclable designs and not using chemical dyes on clothes. Especially in sportswear, many brands attach importance to this issue and try to produce products with a low carbon footprint.
4. Sustainable Fashion with Zero Waste
One of the most important features of eco-friendly collections is that most of them are produced in parallel with the Zero Waste target. Believing that recycling is indispensable for a sustainable world. Brands aim to produce products that will not turn into waste by using materials. This means 100% recycled polyester and nylon fabrics produced from waste materials.
5. Climate Change
One of the most important problems and trends of today is climate change. Many brands in the fashion industry are working to draw attention to this problem. For example, brands focus on options such as avoiding synthetic materials to prevent climate change. As well as creating distribution and transportation networks that use renewable energy and fuel. And of course, producing recycled products away from the use of carbon footprint and plastic. This is the last one of the Sustainable Fashion trends.
Published Date: 12.10.2020