Attire Accessories - Nov/Dec 2019 (Issue 79)

98 FUTURE PROOFING FASHION With second-hand clothes sales said to be on course to outpace fast fashion within a matter of years, Louise Prance looks at what can we do to help the environment while also future-proofing our industry Late last year, investigative journalist Stacey Dooley’s BBC documentary Fashion’s Dirty Secrets sent shockwaves across the nation. Consumers, horrified by the aforementioned “dirty secrets” of the industry, took to social media to voice their disgust and distress at the fashion world’s apparent lack of remorse, horrifying practices and limited promises for a better future. Fashion social media influencers uploaded post after post supporting second-hand clothes buying, purchasing from charity shops and the benefits of shopping from the likes of eBay and Depop. However, a year on, those blog posts have slowly but surely ebbed away, replaced by the usual seasonal showcases of what’s hot in stores right now. But while social media stars may be loath to lose their payday swipe-up links and sponsored posts – despite their initial outcries of support for Dooley and her quest – sustainability in fashion is growing apace, and awareness of second-hand fashion choices is growing. According to Jane Kellock, founder of Unique Style Platform, at this year’s Pure London, we’re even headed towards virtual Instagram clothing. Indeed, such is its potential, figures indicate that second-hand items could overtake fast fashion by 2029. This is great news for the environment, but what about us, the fashion industry? Well, it all depends on whether you can, and are willing to adapt and cater to a changing consumer, of which I’m sure you’re all already doing. Adopting an ethical approach to retail, being transparent about your sustainability principles and challenging yourself to stock brands that use second-hand materials in new products will all undoubtedly be welcomed with open arms by consumers. And it pays to be inventive. Speaking to the BBC last year, Claire Bergkamp, director of innovation and sustainability at Stella McCartney, promoted the benefits of the growing trend for fashion brands to rent out or resell clothes/ accessories, stating, “There is a generation now that has probably never seen anything outside of lower- quality product.” And that’s the thing. As more and more consumers look for a sustainable, capsule wardrobe, choosing quality over quantity and sustainable backstories over cheap prices, it could be seen as an opportunity to evolve and prosper while doing your bit for the environment to boot.