Fashion Week 2020: Is sustainability just a trend?
The upcoming Drapers Digital Festival this April is one of many fashion events this year focusing on sustainability. But just how serious is the fashion industry about it?
The Drapers Digital Fashion conference will take place in April. Photo: Drapers
According to the World Economic Forum, the fashion industry is the second largest water consumer worldwide. It’s also responsible for ten per cent of humanity’s carbon emissions.
But the industry, albeit slowly, is aligning itself with the climate revolution. February’s London Fashion Week saw sustainability incentives such as electric hybrid car transportation, a clothes swap event and a pledge by Alexander McQueen to donate unused fabric to London fashion students.
But quick fixes won’t stop rising sea levels.
London-based stylist Monica Pereira believes fashion’s future hinges on sustainability.
She says, “Brands are realising that, in order to stay relevant, they’ll absolutely need to embrace sustainability. It’s not a trend but rather the future.”
In January, Stella McCartney introduced biodegradable stretch denim and H&M launched a sustainable line in collaboration with pop star Billie Eilish.
But these are baby steps in an industry built on unsustainability. What’s in now will be out next month. It’s an age-old model most fashion brands still follow. Only a full system reboot can save the planet.
