What is the future of fashion in 2021?
Many people who are part of the fashion industry have
realized, in recent years, that the industry, as we know it so far, needs to
change. And as a result of the situation derived from the coronavirus
pandemic and the consequences it has brought to the sector, it seems that the
time for change has arrived.
How did we get to the current situation?
In recent times we have been immersed in what we know
as Fast Fashion , translated into
Spanish as fast fashion, due to the increasingly rapid pace in which the entire
manufacturing process of a garment is carried out, from the approach of the
creative idea, until its launch and subsequent promotion.
This hasty speed has had the consequence that, instead of
the two seasons, with their corresponding shows, to which we were used to, they
have practically disappeared and the launching of new lines is constant, with
all that this implies.
We cannot forget that the fashion industry is the second
most polluting in the world, only after oil. In addition, it emits large
amounts of CO2 into the atmosphere, not only in the production process, but
also in all events and promotional actions after the launch of a season.
The creation of clothing, in this sense, has put aside
all kinds of creativity and has focused on creating and selling garments in an
increasingly faster and cheaper way, with what this also means for workers in
the sector.
But almost a year ago, all this changed, the coronavirus
made us all stay at home, slowing down the speed of production and the pace of
life in general.
Consumption of nonessential items plummeted and for weeks
(even months) clothing stores were forced to close and major industry events
had to be canceled.
This made many agents belonging to the world of fashion
rethink the future of the sector, the time had come to end mass consumption and
overproduction, giving way to a new paradigm that focused more on sustainability and caring for
people. environment and people who are part of the industry.
"Rewriting Fashion", a proposal to consider
The term Rewriting Fashion is
not current, but has derived from the fashion revolution, which began after the
tragedy that occurred in Bangladesh in 2013.
In this manifesto, people of great importance within the
sector demand a radical change in it and certain measures to slow down the pace
that governs current fashion.
Among the ideas presented is the reordering of the
calendar of parades that currently exists, in order to avoid copies, proposing
that the catwalks be mixed and free format, in order to minimize their
environmental impact. In addition, it is suggested that the exclusivity of
fashion events, so far aimed at people in the sector, be eliminated, allowing a
live interaction with consumers to be created.
Finally, it is encouraged to eliminate all kinds of
random sales, such as on "special" dates such as Black Friday or
Cyber Monday, leaving only those that symbolize a change of season.
And as consumers, what can we do to strengthen the
paradigm shift?
But consumers cannot wash our hands in this regard and
blame only fashion brands and companies for the current situation. It is
in our hands to help this change come to fruition and for this, it is time to
start questioning certain things when purchasing a garment:
Who made it? What is the reason why it is so cheap? Or
why should I follow a certain fashion or trend?
We are faced with the great challenge of fleeing from Fast Fashion and fighting for an
industry that is not so polluting, that provides sustainability at all levels
and that cares about the environment and the people who work in it.
But what can we do to help?
Small individual actions help a common goal to be
fulfilled, such as acquiring garments in second-hand stores and platforms,
asking ourselves if we really need a certain garment before buying it, selling
our old clothes or, better yet, donating them and, above all, support local
fashion and small businesses.
I am sure that little by little and with everyone's help
we will be able to adapt to the new situation that the future of fashion holds
for us and that it will be extremely beneficial for everyone.