The days when the words “fashion” and “styling” were an area of interest only for the celebrities are long gone. With capitalism unwavering as ever, many labels have come up with fashionable and affordable clothing. In this scenario, how do brands distinguish themselves? The consumers have become environmentally conscious and socially aware. As a result, there has been an unexpected shift in the business objectives. Fashion brands have started prioritizing sustainability, cultural inclusion, representation and diversification of their product range.
Sustainable Fashion is the new trend and it’s here to stay
The concept of sustainability has always been a part and parcel of every industry. However, the concept didn’t gain momentum until recently. Plenty of clothing lines have come up with eco-friendly, sustainable clothing.
Levis, widely known for their brand of denim jeans, have introduced innovative denim collection made from recycled bottles. Alternative Apparel is a leader in eco friendly clothing. It can be your go-to brand for basic tees and leggings. They make use of organic cotton, low-impact and non-toxic dyes. Tentrees is an online store that plants ten trees for every product sold. The buyers can track the status of the trees through an online registration.Many celebrities and global leaders have been talking about climate change and global warming on various public platforms. Thus, influencing the public and spreading awareness about sustainability which has lead to the growth of sustainable clothing lines.
Fashion giants, like H&M, have come up with sustainable product designs to reduce the wastage of resources.
Fashion for everyone
Companies have started to branch out and experiment with their product range and ad campaigns.It is agreeable that fashion has come a long way and changed for good the perspective of people towards beauty has changed. But I feel like all of this accepting skin tones and accepting different kinds of dressing is only on the surface, in order to gain validation. The fashion industry still has a long way to go.
Cosmetic brands, like Fenty Beauty, have launched a whopping 40 shades of foundations that promise incision and cater to the needs of various skin tones. Under the label SavageXFenty, they’ve also launched lingerie for every skin tone and size. All the plus sized lingerie have been modelled by plus sized models, which is a first for any major lingerie range.
Social inclusion, diversification, sustainability, representation and alteration of “beauty standards” have taken a center stage. We’ve seen amputee models walk the runway for the London Fashion Week, models like Winnie Harlow breaking barriers in the modelling world.
The fashion industry isn’t stagnant anymore. It is changing, evolving and will continue.…
Can you keep up?
