Eco-fashion: consumers are part of the solution
I love the fact that eco-fashion is coming back ‘on trend’. Eco-fashion hit it’s first wave in 2007-ish, 2008. Remember – Vanity Fair used to publish a ‘green’ issue? Marie Claire and a few other fashions magazines followed suit? And then they stopped. Along the way, some great eco-fashion brands were launched (remember Rani Jones?) but as many started, just as many folded. And of course, who can forget the influence of great eco-fashion blogs! And still there, many folded – in fact, 8 of the 12 blogs on the ‘competitive analysis’ when we launched Magnifeco are no longer around. And yet, in the past year, the eco-fashion movement seems to have picked up steam again. If this past week’s “Fashion Summit’ in Copenhagen is any indication – we are well on our way for the ‘second wave’ of eco-fashion. And this one is poised to be bigger, with more stakeholders and more change in the industry coming. One of the biggest changes in this ‘second wave’ will be the focus on consumers. It’s all well and good that fast-fashion companies are working towards more transparency and better overall environmental standards, but, as is incumbent in any industry, part of the responsibility lies with the consumer.
But don’t worry – there will be lots of help for you along the way. We started the process last year, when we published ‘21 ways to a conscious wardrobe.’ This coincided with an eight part series on how to create a conscious wardrobe.
This was followed, earlier this year, with 12 Rules to Dress by – a checklist for consumers, published by eco-fashion evangelist Amisha Ghadiali (you might know her from her ethical jewelry line amisha or her role as past Associate Director of the Ethical Fashion Forum).
And most recently, Redress, the Hong Kong consultancy that brought us EcoChic Fashion shows and the new EcoChic Design Awards, have created a sustainable laundry postcard titled Redressing Your Wardrobe, that provides a mantra of how to wash, air, hang and dispose of your garments in more sustainable ways.
It is a very exciting time to be a conscious consumer; your choices are increasing and your prices are decreasing. Celebrities are making a splash (think Livia Firth and her Green Carpet Challenge) and you can too. And if you have any questions – we’re always here to help.