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Finally, cruelty free brands are making headlines! Words like eco and vegan are here for a reason, and the buzz they have created is a simple opener for the transformation already taking place.
As I write this, the world population keeps rising. Resource scarcity is impacting the natural environment and animals. Moreover, the consumerist culture is causing profound transformations around the globe. Also, there are significant and irreversible changes happening in the economic paradigm.
As a result, these conditions have led to questioning our values and beliefs in a deep search for a more ethical way of living. Certainly, the fashion system interacts with multiple other systems. So, the potential it has to positively affect the entire ecosystem is immense. The time to act is NOW.
Transparent and Cruelty-Free Future
Fashion is a fast-paced, ever-changing industry. And the changes that are needed are slow and sustainable. Therefore, we find ourselves in a difficult situation.
Nowadays, and understandably, consumer behaviour is not only transforming, but also demanding change from the producers. Fashion Revolution reflects the strength of a global movement that encourages users to ask the brands for the hidden side of fashion: “Who made my clothes?”.
According to the McKinsey report titled ‘The State of Fashion 2019’:
“Transparency has become an important issue further upstream in the supply chain, with consumers increasingly concerned about issues including fair labour, sustainable resourcing, and the environment. Consumers want to support brands that are doing good in the world, with 66 percent willing to pay more for sustainable goods.”
Furthermore, PETA keeps raising awareness about animal rights and gets involved in fashion brands’ policies. Accordingly, some luxury brands like Versace, Calvin Klein, Tommy Hilfiger, Armani, and Gucci announced their decision to stop using animal fur. Thus, becoming cruelty-free brands.
The Winning Team: Innovation & Collaboration
Moving towards innovative and collaborative ways to create compelling materials and garments are the key to thrive and cater to consumers’ demands. Stella McCartney is a good example of that. She has been an animal rights and environmental activist for a long time now. Not to mention, she keeps stepping up her game by partnering with different brands and projects to offer “disruptive products” — both in the luxury and mainstream segments.
By all means, technological advancements are making it possible to provide impressive alternatives to animal fur and create cruelty free fashion. In other words, they enhance the traditional characteristics of some fabrics like silk. For instance, vegan silk. It is developed by Bolt Threads, a biotechnology company that broadens our horizons and improves not only the performance of materials but also the manufacturing process.
Cruelty Free Fashion: Change is Happening
At the moment, cruelty free brands are not only extremely fashionable but also very on demand. Therefore, this year is seeing the high-end segment taking action to be part of the solution. Chiefly, brands across the fashion and textile industry — ready-to-wear, sport, lifestyle and luxury — have joined forces. Their aim is to positively impact the environment through cooperation and sustainable practices.
Furthermore, The Fashion Pact had launched this past August. In effect, all involved companies have agreed to adhere to a set of common environmental principles. In particular, the goals encompass three areas:
- Halt global warming
- Regenerate biodiversity
- Protect the oceans
Some of the brands involved are Adidas, Burberry, Chanel, Farfetch, Hermes, Mango, Prada, Selfridges group and, unsurprisingly, Stella McCartney.
Betting on transparency, quality and durability, fair and safe working conditions, and promoting circularity are becoming essential for the viability of fashion companies. There is only one way to go and live harmoniously – respecting and collaborating with nature.
If we know something about the future, is that it is sustainable!
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