In the past, green fashion was associated with hippies and environmentalists. Today, celebrities like Emma Watson are outspoken in their support of green fashion and sustainable practices. What does green fashion mean today?
There is a famous quote by Livia Firth saying “Call it ‘eco-fashion’ if you like, but I think it’s just common sense.” This is what green fashion means today. Nowadays you can´t do any innovation without including sustainability as a core concept. That´s why many designers and design students, are working more and more with local productions, sustainability materials, zero waste, and recycling strategies.
Over the past few years, transparency became a key concept for both labels and consumers. In fact, as a designer, you can either produce locally, and you get to know your suppliers and manufacturers personally and also show transparency to your customers or you can manufacture overseas – and we all know what that means – you can´t be sure about what chemicals are being used and you don’t know what the working conditions are like. There are, of course, also great exceptions: smaller labels controlling or creating their whole supply chain in different areas of the globe. But this is not the standard if we think about big retailers.
So, it’s not about calling it “green” that makes fashion better. The consumer nowadays is informed and makes their decisions on the basis of transparency and information.