Calling it out as a new fashion trend among Gen Z and Millennial

From basic office outfits to wedding outfits, the fashion industry has come up with a multiple closet options for both men and women over the years. For most of us, fashion is a fascinating subject. Just like other industries, fashion industry is constantly changing and evolving with the time.

What is the environmental impact of the clothes I wear? How it has been processed? What is the material and fabric that has been used? These are the questions which most of us have been asking to ourselves whenever we are on hunt for new trendy outfits for our closet.

Sustainability – Becoming a hot topic in the fashion industry

Conversations around sustainability have become a hot topic to discuss and consider in the fashion world. And rightly so because the $2 trillion industry is responsible for 10% of the global carbon footprints, negative environmental effects including water pollution, high levels of textile wastes, and use of toxic chemicals. 

The major reason behind this is the emergence of ‘Fast Fashion’ into the industry where business started running by using cheap, hazardous material and avoiding the ethics to make big time profits.

But now, efforts are being made by the fashion industry to eliminate the consumption of such fashion. The last 10 years have seen a dramatic rise in the number of educated consumers – the ones who think not just about the value and quality of the product they are purchasing, but also think how the product got onto the shelf. This is how a new fashion trend entered the industry, called as ‘Sustainable fashion’. 

U-turn from fast fashion.

Are you also one of those who notices new clothes and garments hanging at your favourite outlet whenever you are going for shopping? 

During the 90s and early 2000s, a new trend took over the entire fashion industry – the fast fashion business concept. It drove the prices of clothing down by outsourcing the labour and cutting costs in the supply chain by going for ecologically harmful fabrics. It gained the ability to react quickly to trends and making them affordable for all.

Slowly and steadily, individuals and environment organizations started researching the process of manufacturing and revealed the ugly truth about what goes on in the background of fast fashion.

Lately, Gen Z and Millennial shoppers in particular, wanted to align themselves with brands which are working towards sustainability and are aware of the environmental concerns that fashion produces. Sustainability and ethical fashion are quickly becoming a part of this generation’s set of values as they understand the negative impacts of fast fashion on environment.

Adopting sustainable clothing trends is the need of the hour!

In this world of fast fashion, we need to adopt what has lately been called slow fashion which means that your garments stay with you for a longer period of time and you can wear them through the time without being out of fashion. This ‘not-so-fast’ pace aka slow fashion can also help consumers to take their time and make mindful decisions. This usually helps in boosting sustainability and bringing a change among the younger generation.

Sustainable fashion brands in the fashion industry are also working towards the betterment of the environment and creating a social impact by bringing transparency into the supply chains and earning trust of social masses. We also have made sure that the entire brand is handcrafted in India and is locally reducing the carbon footprint further, thus helping with our promise towards better sustainability and becoming a brand that is largely sustainable and is also there for your fashion hooks.

Millennials and Gen-Z – Bringing an evolution in the fashion industry

Young people are always the first ones to call for a change. And whenever it comes to environmental sustainability, their responsibilities and dependency is even more. They are the ones who can see the negative impacts on the environment that will affect their future. They are aware of the fact that if they won’t act sustainably now, they and their future generations will have to survive in a world where much of the natural beauty would have already been destroyed.

As we all know, today veganism, sustainability, and plantation of trees are norms and concepts we should follow and also teach our young generation about them. A change is needed for creating more awareness about sustainable fashion practices and we want to put our two pennies into bringing about that change.

Young people are becoming the leading voices in sustainability and are ready to pay even a double price for sustainable fashion brands. This segment of the population is about to become the largest consumer base in the global economy within a “spending power of $143 billion”. They have the power to drive awareness towards more sustainable brands.



Linkedin


Disclaimer

Views expressed above are the author’s own.



END OF ARTICLE



Next Post

How current global trends are disrupting the fashion industry

Tue Jul 19 , 2022
In this episode of The McKinsey Podcast, McKinsey senior partner Achim Berg talks with executive editor Roberta Fusaro about findings from McKinsey’s The State of Fashion 2022 report. They cover the concurrent effects of the many challenges facing both suppliers and brands, including the war […]