Don’t be a fast-fashion victim, be your own sustainable-style star.
In a world where the equivalent of a garbage truck of textiles is burned or thrown into landfill every second of every day, ‘fast fashion’ has become a dirty word. But what about fast fashion makes it fast?
Constantly churning out new items, some fast-fashion chains launch as many as 50 new collections every year. This ever-spinning wheel of overproduction is closely linked to the issues connected to fast fashion: the devastatingly low salaries of garment workers, the horrifying conditions they work in, and the vast environmental destruction of it all.
Slowing the cycle of overproduction
Slow fashion was born as an antidote to this. It’s a movement that aims to halt the spinning wheel and bring a more mindful attitude into fashion. Elements of slow fashion may include an attention to workers’ salaries and working conditions as well as environmental concerns, but at the core of the concept lies an endeavour to slow down the cycle of overproduction and the associated textile waste. In doing this, supporters of slow fashion argue, the industry would also address many issues that make the fashion trade problematic.
The term was first used by research professor at the Centre for Sustainable Fashion Kate Fletcher, who defines slow fashion as based on quality rather on speed. To reframe our mindset around fashion would mean an uncoupling from the conditioned ‘need’ to constantly obtain new clothing and then get rid of it as soon as a new season comes around.
From linear to circular
Stylist and slow-fashion advocate Meg Pirie says, “As a slow-fashion activist, I see the movement as a collective effort to move away from the traditional and wasteful linear model and towards alternative systems.” One of these alternative systems is circular fashion, which avoids the linear flow of resources where they are used and then discarded, in favour of a new way of working where reuse is preferred. This method means that resources are used again and again – recycled, reimagined, and kept in circulation.
Circular fashion is seen as a ‘slower’ model than current systems because it minimises waste. One example is the production of Lyocell (or Tencel, as it’s also known), a vegan-friendly material made from wood-pulp cellulose. This textile is produced using a ‘closed loop’ technology, where the water and chemicals used in the production process are reused. By prioritising planet-friendly production practices, this material sets a sustainable standard for the fashion world to follow.
Systemic change is needed
“Slow fashion embodies a more mindful approach, from slow design through to taking the time to make consumerism more gradual,” explains Meg. She says that the reasons to switch to slow fashion are many, and that action must be taken quickly. “The anthropogenic changes to the planet we’re witnessing are highly unsettling and we need drastic change to keep well within the 1.5°C threshold urged by scientists.”
Meg is referring to the expected rise in global warming, which is already soaring. Recent reports on climate change confirm the likelihood that the average temperature on Earth will hit 1.5°C degrees of warming in the next few years. Because fashion has been named many times as one of the most polluting industries in the world – largely because of its toxic practices, enormous amount of waste, and high volumes of production – it’s crucial that the industry does its part and takes the compulsory steps needed to lower its impact.
And our choices matter!
However, slowing down the fashion machine is an area where we as consumers have significant impact. Simply shifting our mindsets around what we wear and why we shop the way that we do can lead the way for important changes. For fashion to be truly ethical, it must be slow fashion. Choosing slow-fashion brands is a start because, unlike most fashion companies, they will not produce a new collection every season, or even every year. Rather, they will have a core offering of timeless garments and occasionally add more designs to this.
Getting more creative with your wardrobe and learning to love the clothes you already have is another step towards lowering your consumption footprint. Taking care of your clothes is yet another – as part of her slow-fashion advocacy, Meg runs mending workshops where she teaches participants to prolong the lifespan of their garments.
Lastly, finding your personal style can go a long way towards avoiding impulse shopping. Knowing who you are fashion-wise and what suits you means that you’ll be less likely to succumb to trends or follow passing fads. The added bonus is that this also guarantees you feel amazing in your clothes – arguably the entire point of fashion.
THE LIGHTENING GUIDE TO PERSONAL STYLE
#1 What inspires you?
Make a Pinterest board where you save the looks that you love, then analyse these. Can you see a pattern emerging? Certain types of garments that are commonly recurring? Colours? Moods? These are the foundations of your personal style.
#2 Wardrobe evaluation
It’s time to analyse the contents of your wardrobe, clearing out what doesn’t work for you. Pay attention to the items that go straight into the ‘keep’ pile. Why do you love them? What is it about them that has you wearing them again and again? Keep these garments and build your personal style around them.
#3 Note what doesn’t work
Now for the flipside. During your clear-out, note the garments that you never wear and those that ended up in the ‘donate’ pile. Do these items have any traits in common? If they’re all brightly coloured, for example, maybe vivid hues aren’t your thing.
#4 Learn more from experts
Following a guide for finding your personal style can bring a lot of insight. A great book you might refer to is The Curated Closet by Anuschka Rees. This manual walks you through the process of finding your style one step at a time, from analysing what’s already in your wardrobe to shopping for additional pieces.
#5 Steer clear of trends
Build your personal style on long-lasting, timeless elements that will remain true to who you are for a long time to come. Passing fads may be fun, but they’re also fleeting and often fast fashion. Items that are closely tied to specific trends generally aren’t good investments when it comes to your wallet and wardrobe or for the planet.
