If we want to continue enjoying fashion, which I am a firm advocate of, we must take responsibility for our actions. Clearly, the numbers don't lie. The largest fast fashion brands generate an annual income of multiple billions of $. How? Thanks to us. We buy clothes that are aesthetically pleasing, similar to what we see from fashion shows, BUT, the quality is close to garbage. If you have watched the documentary The TRUE COST, you will understand why the clothes we buy from such brands are suspiciously affordable. Yes, suspiciously.
I will post my review and learnings from this documentary in another article soon. Let's stay on topic of this title, Make Fashion Circular.
Where does it come from?
We need to change our ways of engaging with fashion. Traditionally, the model's mantra is "take-make-waste". However, it's 2020 and time for change. Clearly the traditional linear system has done more bad than good. Hence, it's time we go from linear to circular. This is where the Ellen MacArthur Foundation comes in.
What does it mean?
The video below is a wonderful explanation of what it means to go circular in the fashion industry. Watch it here, write down your key takeaway(s) and share it with your friends. These videos are a great conversation starter.
How can I get involved?
In order to shift from linear to circular business models in the fashion industry, drastic changes must happen. This is easier said than done however by the companies. The customer, however, can use their power; their buying power. Every purchase you make is literally a vote for the world you want to live in. You are buying into it. If you want to see circular fashion, then the only way to get there is to start supporting the brands that are doing so. This will perhaps take you out of your comfort zone, and that is a good thing. Isn't always staying in your comfort zone boring? Not much happens there. I actually always say jokingly that my comfort zone is outside of my comfort zone. Got it? Good!