Sustainable fashion needs to be design-led

Sustainable fashion needs to be design-led

In our world, style and fashion are really very important. Almost everybody is giving attention to it, even if it is just disliking, they have seen it all. Ethical companies should recognize this and focus on innovation to make sustainability a trend. Eco designers should focus on style to put sustainability on trend; they have the chance to do this.

About then years ago, people saw ecological fashion as fashion of the lower-class. It wasn’t colorful, it didn’t fit well and it was made of old, recycled material. Those people wore the same every day until it was black and dirty. Only real freaks would wear these clothes.

Now a days a lot of people have realized that sustainable fashion is really a good thing. The clothes aren’t looking any different and are fitting really well. Only the production has been improved and is realized with a lot of attention to nature now. They are using different coloring techniques, better printing systems and a more ecological export. I have some examples:  Stella McCartney’s innovative waterless T-shirt, colored by using pressurizes CO2; the shoe rank Mink, using organic vegetarian silks and cottons. Also H&M has his own colorful conscious collection.

But we need to go one step further and really focus on innovation, in the world of fashion everything depends on the image. We need to make ecological fashion and sustainable designs a popular thing. Now already, some famous people are promoting it and wearing that kind of clothing on big events. This is really helping the market grow. Other designers and fashion businesses should also jump in on this new project and improve their production. In this way we can make sustainable fashion a new kind of really wanted fashion.

 Joke verhaegh

2MA01