{"id":55071,"date":"2023-08-20T17:49:33","date_gmt":"2023-08-20T16:49:33","guid":{"rendered":"https:\/\/zine.modalova.com\/zine\/responsible-fashion-decoded-for-better-consumption\/"},"modified":"2023-08-29T18:08:40","modified_gmt":"2023-08-29T17:08:40","slug":"responsible-fashion-decoded-for-better-consumption","status":"publish","type":"post","link":"https:\/\/uk.modalova.com\/zine\/responsible-fashion-decoded-for-better-consumption\/","title":{"rendered":"Responsible fashion decoded, for better consumption"},"content":{"rendered":"\n

It is one of the most powerful industries in the world economically, but also one of the most devastating in terms of ecology, environment, human and health. The fashion industry is starting to sound the alarm and urging people to question and educate themselves in order to embrace a responsible fashion.<\/p>\n\n\n\n

Fast fashion, the empire of novelty and instantaneity at low cost<\/h2>\n\n\n\n

We live in a society constantly racing for the latest novelty or innovation. A race that affects all areas and especially one: fashion. The saying goes that fashion is only an eternal restart, however, even if this fact is true and it would be good to reuse our pieces, we notice a consumption that continues to increase.<\/p>\n\n\n\n

This constant renewal and trends changing as fast as the blink of an eye<\/strong> is the credo of fast fashion. A devastating consumption model offering pieces at the height of fashion and defying all prices! Charming on paper, its reality is starting to alarm us all. Indeed, although extremely virtuous economically, this industry is causing ecological and human devastation.<\/p>\n\n\n\n

Its idea: surfing the trend<\/h3>\n\n\n\n

With the influence of networks today, fashion quickly finds itself in the spotlight. Many influencers, like Camille Callen, with 1 million followers on her Instagram account @noholita, have as their credo to present different looks and new pieces almost daily. These accounts, followed by millions of subscribers, thus encourage overconsumption of fashion<\/strong>, where we feel the need to constantly buy the latest pieces released, in order to be perceived as “fashionable”.<\/p>\n\n\n\n

Behaviors encouraged by the thousands of pieces that are released each month in fast fashion stores. A fashion concept, implemented by the creator of Zara, Amancio Ortega Gaona, in the 70s.<\/p>\n\n\n\n

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\"Textile
The ravages of fast fashion. Source: Pinterest<\/figcaption><\/figure>\n<\/div>\n\n\n

Outpacing designers<\/h3>\n\n\n\n

Ortega Gaona’s idea was to hit the nail on the head with trends by producing as quickly as possible and offering more affordable costs. In short: making “luxury” affordable for everyone.<\/p>\n\n\n\n

This is how many designers have seen their models copied and sold at much more attractive prices by fast fashion brands. Many designers have resorted to legal action to defend their creations, but to no avail…<\/p>\n\n\n\n

This model is particularly appealing because of its costs. T-shirts for \u20ac3, pants for \u20ac10, and sales galore, with some products even priced at \u20ac0… An indignation that alarms many, but still attracts as many buyers.<\/p>\n\n\n\n

Running faster than time<\/h3>\n\n\n\n

Stipulated in its name, this fashion plays on speed. Because yes, in the world of fast fashion, you have to be fast, because the top you order today will already be outdated in 2 weeks.<\/p>\n\n\n\n

Even in stores, this spirit of change is present. In stores like Zara, the pieces change departments every week to give consumers the impression of constant renewal. And above all, the idea of having to buy at the moment, at the risk of seeing the piece slip away if we come back the next day… A whole art of manipulating consumers.<\/p>\n\n\n\n

The reality of fast fashion<\/h3>\n\n\n\n

Obviously, in order to constantly offer novelty, compromises have to be made. And for that, fast fashion has put its morality, ethics and environmental commitment on hold.<\/p>\n\n\n\n

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\"Fast
The backstage of fast fashion. Source: Pinterest<\/figcaption><\/figure>\n<\/div><\/div>\n\n\n\n
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The flip side. Source: Pinterest<\/figcaption><\/figure>\n<\/div><\/div>\n\n\n\n
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Raising awareness for more responsible fashion. Source: Pinterest \/ Fashion Revolution<\/figcaption><\/figure>\n<\/div><\/div>\n<\/div>\n\n\n\n

In contrast to a designer who takes several months to create a \u20ac25 T-shirt from A to Z, brands like Shein or Boohoo from the same group do it in 2 weeks, with a selling price of \u20ac5. And this can be explained by:<\/p>\n\n\n\n