Now that we discover ourselves within the throes of a pandemic, whether or not we prefer it or not, we’ve been compelled to face some harsh realities. However designer Payal Khandwala says that if we use this pause to mirror and rethink our methods, then it gained’t all be in useless.
Within the trend context, we’ve learnt in a short time that in a hyper-connected world, extreme disruptions in provide chains and distribution can promptly bankrupt small and enormous companies alike. As a result of trend, as we all know it right now, is a 100% unsustainable. Particularly on the charge it was going, not solely was it unsustainable, nevertheless it was additionally principally irresponsible.
I do know this sounds controversial, however right here’s why I feel it’s true.
One would possibly say, however there are labels dedicated to sourcing responsibly, utilizing natural cotton, sustainable textiles, honest commerce practices, up-cycling, recycling. And whereas that is all true (when it’s not a public relations train or mere lip service), the sort of clothes remains to be merely a drop within the ocean of trend merchandise.
We would not need to admit it, however trend is inherently wasteful. It compels us to purchase extra, spend extra, and waste extra. And the way does it obtain this?
The T phrase.
Development. Style’s insidious mechanism, constructed to coerce unsuspecting prospects to perpetually purchase new merchandise and discard the previous. Hooked on trend cycles like heroin, hooked on pattern forecasts, frenzied customers will look endlessly for the brand new pant leg, the ‘It’ bag, someday the thin jean, subsequent month the bootleg — like a repair they should chase to outlive.
Nevertheless it’s a rabbit gap and an costly and irresponsible one.
Promoting and trend campaigns will plug rockstar-chic one season, the spirited hippy the following, and the disco queen the season after. The subliminal messaging is schizophrenic and relentless, and this covert trend communication unwittingly retains you longing for extra. The style-forward attempt to sustain, hoping to face out at their subsequent celebration, solely to mix in with a sea of fellow trendsetters.
So in the end, with our cash and closet area, out goes our quest for individuality.
Advantageous. So, what if all of that is true? Is that so unhealthy? Isn’t trend an escape out of your common life, a technique to dream a bit of?
It’s, and if most trend companies have been constructed on function, not revenue, sometimes indulging in a pair of trainers you by no means wore, or a costume you thought made you appear to be the lady within the billboard, wouldn’t be the worst factor on the planet. In any case, we’ve all been responsible of this at one time or one other.
The difficulty is that this strategic brainwashing within the trend ecosystem, from social media to its influencers, magazines to hoardings, which instill a tradition of clothes that’s purely dispensable. The compulsion to purchase extra and dispose extra means billions of kilos of textile waste leads to landfills annually.
Unrealistic numbers of collections annually, one too many trend weeks, and quick trend, which means that every yr we produce way more garments than mandatory and earlier than you realize it, we’re within the subsequent cycle. Huge inventories are discounted, placed on sale, compelling prospects to purchase for cheaper, one thing they’d maybe not even have purchased for full value within the first place. It’s not a pattern we needs to be pleased with.
Maybe publish this present interruption we are going to all decelerate, ease the strain we inadvertently placed on the setting, and the folks that make our garments.
Perhaps we are going to all make a concerted effort to select type over trend, select garments which are season-less, timeless, and artisanal; purchase garments that don’t enslave us within the guise of developments. Maybe we are going to purchase much less however purchase higher. Put on, rewear, and cherish our garments for longer.
Style is likely one of the largest polluters of our planet, but we’re all complicit once we really feel we will’t repeat what we wore final Friday, as a result of all our associates noticed it on the celebration and the remainder of them noticed it on Instagram. That’s probably the most worrying pattern of all of them.
Views expressed are creator’s personal