As the world struggles to cope with COVID-19, people have shown inclination towards more sustainable practices and are taking the necessary measures to stop the spread. Among transportation, hospitality, the fashion industry has also witnessed what can be termed as the biggest hit in the last few months. As the industry mainly relies on new clothes, every season in sync with latest trends and shows, the pandemic has been a wake-up call for many retailers and their destructive practices.
As things are slowly changing, the mindset of consumers has also shifted towards ethical practices. People are now buying consciously, which may become the 'new normal' for fashion lovers. "Fashion is dynamic and ever-evolving, but this pandemic has brought a complete shift in the way fashion seasons will be shown in the future. It is time to merge seasonal collections into a simple format, with comfort, practicality, versatile usage and long term sustainability as prime concerns for the future, be it for the creators of fashion brands or the consumers," points out Payal Jain, designer.
"We need to become mindful of what we buy, use and discard, thus being conscious of the damage caused to our beloved planet. COVID has come as a wake-up call and it is time for the Fashion industry to reinvent itself," she further adds.
While it's too early to know, how the fashion industry will change, a few brands are already taking viable steps towards sustainability. With global warming becoming a dark reality, many retailers around the globe are choosing natural fibres and ethical practices.
In India, renowned designer Ritu Kumar has partnered with Austrian fibre brand, Lenzing Ecovero which is made with sustainable viscose fibre, made from renewable materials and lowest environmental impact.
"Majorly, the first thing any brand has to think about is “No waste”. The collections should be able to last, both, aesthetically as well as in terms of longevity. They should be made in natural fabrics, not very synthetic ones. They shouldn’t be such that people would want to discard off their wardrobes after a season. This has to be kept in mind when brands are thinking about sustainable fashion," states Ritu Kumar
United Colors of Benetton has always committed to social issues as their brand ideology. The group has also pledged to use entirely sustainable cotton by 2025. While cotton is the most preferred fabric in fashion, it is known for its devastating consequences. It takes 20,000 litres to just produce one kilogram of cotton.
"Sustainability is the future. There is no other alternative. In Benetton, it is part of our DNA. It is actually a very inspiring challenge, ecology has always inspired me," says Jean-Charles de Castelbajac, Global Artistic Director of United Colors of Benetton
He further adds, "Recently, I created a trench paper coat made of flour bags. Vegetal tinctures have brought in our collections a new map of colours and all the cartoon icons we use are ambassadors of ecology, for example, Popeye to protect the ocean, Snoopy for recycling and the smurfs for a blue planet. Be Green Be cool."
The unforeseen circumstances have definitely shed light towards the need for ethical and eco-friendly practices. As consumers, all of us can start our sustainable journey by reducing, recycling and upcycling all our consumption habits. From reviewing the closet to buying season-less clothes that last, one can easily adopt these habits for reducing the carbon footprint.
"The current situation has only confirmed my belief that we humans must follow the rhythm of nature. Being mindful about growth and development is very important. I can only hope that we remember these months post the crisis and look at nature with gratitude and regard. Take our own little steps towards contributing to a balanced life and lifestyle," says Anavila Misra of Anavila, the label.