Sustainability is the perfect example of an existing movement that was accelerated by 2020 and launched as a core value that will likely define the next major generation of consumers. Though generally associated with the use of eco-friendly textiles and the reduction of unnecessary packaging, sustainability invokes a greater conversation about consumerism and how people and purchasing interact. Impactful progress toward sustainability will require a change in narrative around fashion cycles and our relationships with the clothes we buy.
High fashion has thrived through a lens of exclusivity and the sense of status gained from wearing revered designers and pieces. To keep that elitist illusion alive, instead of putting items on sale, many brands would rather burn last season’s collection than see those garments trickle down the socioeconomic ladder. Not only does this significantly contribute to the horrific emissions attributed to the fashion industry, but it also feels incredibly disrespectful to the artistry of fashion to allow this practice to continue. So let’s look at how resale can shift this ideology.
Small but mighty, the resale market for apparel is growing 21 times faster than that of new clothes. In addition to the obvious benefits of keeping items out of landfills, many high fashion brands have failed to see resale as a key opportunity to make a connection with Gen Z customers. Since Burberry is a major offender of destroying old merchandise, let’s say a college student buys a Burberry purse on ThredUp since she loves the style but can’t afford the retail price. When she gets that bag and loves it, if and when she can afford the current season’s styles, she’ll be way more likely to return to that brand. By refusing resale opportunities, brands are basically turning away new customers at the door.
High fashion has thrived through a lens of exclusivity and the sense of status gained from wearing revered designers and pieces. To keep that elitist illusion alive, instead of putting items on sale, many brands would rather burn last season’s collection than see those garments trickle down the socioeconomic ladder. Not only does this significantly contribute to the horrific emissions attributed to the fashion industry, but it also feels incredibly disrespectful to the artistry of fashion to allow this practice to continue. So let’s look at how resale can shift this ideology.
Small but mighty, the resale market for apparel is growing 21 times faster than that of new clothes. In addition to the obvious benefits of keeping items out of landfills, many high fashion brands have failed to see resale as a key opportunity to make a connection with Gen Z customers. Since Burberry is a major offender of destroying old merchandise, let’s say a college student buys a Burberry purse on ThredUp since she loves the style but can’t afford the retail price. When she gets that bag and loves it, if and when she can afford the current season’s styles, she’ll be way more likely to return to that brand. By refusing resale opportunities, brands are basically turning away new customers at the door.
While that’s a shift needed on the brand side, it should be supported by an equally important shift on the consumer and media side. Social media, in particular, thrives on newness. Repeating outfits has become the cardinal sin of Instagram, and followers demand to be constantly surprised and stimulated. The nature of fast fashion has also contributed to this idea that there’s always something new you should be buying and posting about.
For this to change, respected and influential names across the industry will need to rewrite what it means to be a lover of fashion. Those who are authentically invested in fashion shop by feeling, not by trend. They purchase items that they appreciate as works of art, items that make them feel good and items that they intend to have an extended relationship with. Promoting this kind of consumer behavior is not only more environmentally responsible, but it also returns humanity and emotion to an industry that has lacked it for too long.
Scientific advancement will come with time and continued investment, but the mindset around sustainable consumerism has the most room for growth and participation from all facets of the industry. Brands should look at their supply chains, influencers and celebrities should consider the values of the brands they promote, and the media should shed light on examples of integrity and innovation in sustainable fashion. This holistic industry approach to sustainability will not only create a system for accountability, but it will also meet consumers directly through a core value of undeniable personal and cultural importance.
For this to change, respected and influential names across the industry will need to rewrite what it means to be a lover of fashion. Those who are authentically invested in fashion shop by feeling, not by trend. They purchase items that they appreciate as works of art, items that make them feel good and items that they intend to have an extended relationship with. Promoting this kind of consumer behavior is not only more environmentally responsible, but it also returns humanity and emotion to an industry that has lacked it for too long.
Scientific advancement will come with time and continued investment, but the mindset around sustainable consumerism has the most room for growth and participation from all facets of the industry. Brands should look at their supply chains, influencers and celebrities should consider the values of the brands they promote, and the media should shed light on examples of integrity and innovation in sustainable fashion. This holistic industry approach to sustainability will not only create a system for accountability, but it will also meet consumers directly through a core value of undeniable personal and cultural importance.