Fashionable & Sustainable
Stella McCartney & Gucci; the luxury labels this season that are paving the way on how the fashion industry is taking a closer look at their environmental footprint. Sustainability is of rising importance to the Gen Z consumers, and they are quickly pulling away from the destructive trend that is; fast fashion.
Gen Z consumers are more informed today than ever before, and they are demanding environmental justice. In order to keep up with this dynamic generation; brands need to reposition and prioritize their environmental agendas to coincide with the values of their demographic. Many brands and retailers, including high fashion names such as; Stella McCartney and Gucci, are forthcoming and taking a clear stand on sustainable fashion, and their positioning on the topic, within this past year. They are continuing to make necessary changes to keep the planet healthy, and their consumer base stronger, and more loyal than ever.
Famous luxury brand, Gucci, gives an oath of commitment for sustainable fashion, launching their 10-year plan back in the spring/summer of 2018 which focuses on; sustainability, innovation and people. Their ambitious plan assures a 95% reduction in their raw materials, which will involve both recycling materials and moving away from synthetic fabrics such as nylon, polyester and acrylics. Synthetic fabrics contain plastic fibres that are released into water systems through overtant clothing waste that ends up in oceans, as well as being released from clothing through piping every time we do a load of laundry. As well as reducing plastic contaminants in the ocean; Gucci also plans on cutting out fur entirely from all future collections by partnering with the ‘Fur Free Alliance’- an international coalition of more than 40 animal protection organizations working together to end the exploitation and killing of animals for fur. These are just a few examples of large companies capability of making small, but long lasting changes that have immense impact on our planet for the better, and gain serious popularity points among young people. Targeting Gen Z is a smart business move, as they are the ones who will grow up to be faithful customers to brands they trust once they make up the better part of the working class. Regardless of the motives for businesses taking green initiatives, taking any initiative at all toward a sustainable future is a major win.
Extravagant designer; Stella McCartney, is continuously setting a positive example to all modern day high-end brands, to improve their environmental platforms by pushing all boundaries in order to grow an even more sustainable company. As a company, “We believe in respecting the environment and working with nature instead of against it. By continuing to source as many sustainable materials as possible, we hope to enrich the environment and protect it for the future.”-Stella McCartney. The company's plan to reduce their impacts on the environment are put into action by using “Environmental Profit and Loss” (EPL) to not only measure, but to have an understandinding on their environmental footprint. EPL system gives various information on; raw material production, farming, forests, and mining, Stella McCartney is a dedicated designer, and believes in developing a sustainable supply chain. However, the designer is aware of the other problem areas in the industry's supply chain such as; reducing the amount of water, and chemicals used to produce these raw materials and fabrics.
Building strong, and achievable sustainability action plans in order to tackle climate change is not an easy task for most governmental organizations and NGOs like the United Nations, let alone businesses in the Fashion Industry, an industry that is such a large part of the problem. However, initiatives such as those presented by Gucci and Stella McCartney reminds us that change is attainable, and its happening indefinitely.
Gen Z consumers are more informed today than ever before, and they are demanding environmental justice. In order to keep up with this dynamic generation; brands need to reposition and prioritize their environmental agendas to coincide with the values of their demographic. Many brands and retailers, including high fashion names such as; Stella McCartney and Gucci, are forthcoming and taking a clear stand on sustainable fashion, and their positioning on the topic, within this past year. They are continuing to make necessary changes to keep the planet healthy, and their consumer base stronger, and more loyal than ever.
Famous luxury brand, Gucci, gives an oath of commitment for sustainable fashion, launching their 10-year plan back in the spring/summer of 2018 which focuses on; sustainability, innovation and people. Their ambitious plan assures a 95% reduction in their raw materials, which will involve both recycling materials and moving away from synthetic fabrics such as nylon, polyester and acrylics. Synthetic fabrics contain plastic fibres that are released into water systems through overtant clothing waste that ends up in oceans, as well as being released from clothing through piping every time we do a load of laundry. As well as reducing plastic contaminants in the ocean; Gucci also plans on cutting out fur entirely from all future collections by partnering with the ‘Fur Free Alliance’- an international coalition of more than 40 animal protection organizations working together to end the exploitation and killing of animals for fur. These are just a few examples of large companies capability of making small, but long lasting changes that have immense impact on our planet for the better, and gain serious popularity points among young people. Targeting Gen Z is a smart business move, as they are the ones who will grow up to be faithful customers to brands they trust once they make up the better part of the working class. Regardless of the motives for businesses taking green initiatives, taking any initiative at all toward a sustainable future is a major win.
Extravagant designer; Stella McCartney, is continuously setting a positive example to all modern day high-end brands, to improve their environmental platforms by pushing all boundaries in order to grow an even more sustainable company. As a company, “We believe in respecting the environment and working with nature instead of against it. By continuing to source as many sustainable materials as possible, we hope to enrich the environment and protect it for the future.”-Stella McCartney. The company's plan to reduce their impacts on the environment are put into action by using “Environmental Profit and Loss” (EPL) to not only measure, but to have an understandinding on their environmental footprint. EPL system gives various information on; raw material production, farming, forests, and mining, Stella McCartney is a dedicated designer, and believes in developing a sustainable supply chain. However, the designer is aware of the other problem areas in the industry's supply chain such as; reducing the amount of water, and chemicals used to produce these raw materials and fabrics.
Building strong, and achievable sustainability action plans in order to tackle climate change is not an easy task for most governmental organizations and NGOs like the United Nations, let alone businesses in the Fashion Industry, an industry that is such a large part of the problem. However, initiatives such as those presented by Gucci and Stella McCartney reminds us that change is attainable, and its happening indefinitely.
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