Moving towards sustainable fashion

With the conclusion of the United Nations Sustainable Development Goals for 2030 rapidly approaching, the fashion industry has struggled to find a balance between maintaining business models designed to increase revenues while complying with trade policies intended to promote sustainable development.

Fashion business models are mostly driven by trend and its acceptance by its different target markets. Design and production timelines are anchored on how long design details are translated to various fashion categories. For example, haute couture runway shows are expected to be the purveyor of trends, therefore considered to be at least one to two years ahead of its time versus contemporary brands that are available both in brick and mortar and online stores, which disseminate the trend by mass production.

Globalization and digital connectivity have improved supply chain management in recent decades, particularly in the manufacturing sector. Consequently, product cycles were shortened, which led to overproduction. Due to the shutdown of the entire global supply chain, the pandemic exacerbated the problems of excessive production and improper waste management. Through digital platforms, grassroots sectors were able to express their concern as the entire human race struggled to determine how to survive the COVID-19.

On the other hand, the pandemic resulted in a type of enlightenment as consumers became more discriminating in their product purchases. The financial anxiety caused by the dearth of employment security led to a “value shift.” People became more concerned with their own well-being and the welfare of their community.

Today, sustainability is treated more seriously. In some regions of the globe, strategies such as turning toward a more circular economy have been implemented. However, it was only during the pandemic quarantine that the fashion industry realized the magnitude of the work required. To attain sustainable growth, the entire business model of the fashion industry must undergo a paradigm transformation.

Using the decoupling framework in the fashion industry, certain strategies can be implemented to define revenue sources, designer roles and even customers. In order to increase the value of each product for investors whose primary objective is to generate revenue, rather than measuring through production volumes, a transition toward consumer experience can be amplified.

As for designers, nations such as Italy are currently promoting Regenerative Design, for instance by converting apple rind and other food refuse into vegan leather.

Then lastly, we, the consumers, have the duty to be discerning and accountable global citizens. Each step in the production of a brand new product, from primary materials to logistics and distribution, generates the same quantity of greenhouse gas emissions and carbon footprint. Consequently, as a consumer, reselling, renting, repairing and remanufacturing products will continue to substantially reduce emissions.

Fashion is an expression of individuality. Consumption has led us to believe that having more is the norm of existence. However, if there is one positive effect that the pandemic has had, it is that we have gotten to know ourselves better as individuals, without regard to material accumulation.

Now, moving forward, we as global citizens must also assume responsibility for attaining sustainable development.

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Ms. Benet is a consultant of the Department of Science and Technology (DOST) for the Creative Industry Sector Roadmap and the lead curriculum developer for the Textile Design Program in the Philippines.