17 June 2024
Shaping Tomorrow: Understanding the Corporate Sustainability Due Diligence Directive (CSDDD)
- EPR
- Production
In the world of fashion, two contrasting approaches have emerged – slow fashion and fast fashion. While fast fashion has dominated the industry for years, there is a growing movement towards slow fashion, a more sustainable and mindful approach to clothing. In this article, we will delve into the world of slow fashion and fast fashion, exploring their characteristics, and impact.
Understanding Slow Fashion
What Makes Slow Fashion Different?
Slow fashion is all about embracing quality over quantity. It is a response to the fast-paced, disposable nature of the fast fashion industry. Slow fashion focuses on creating garments that are meant to last, both in terms of durability and timeless style. It encourages consumers to invest in well-made pieces that can be cherished for years to come, rather than constantly buying into fleeting trends.
Characteristics of Slow Fashion
Timeless Quality
One of the key characteristics of slow fashion is the emphasis on timeless quality. Slow fashion brands prioritise craftsmanship and attention to detail, ensuring that each garment is made with care and precision. These pieces are designed to withstand the test of time, both in terms of durability and style.
Versatility and Combinability
Slow fashion also promotes versatility and combinability. The idea is to create a wardrobe where each piece can be mixed and matched in various combinations, allowing for countless outfit possibilities. This approach encourages consumers to be creative with their styling choices and make the most out of their clothing.
Emphasis on Rustic Colours
Another characteristic of slow fashion is the preference for rustic colours. Earthy tones, such as warm browns, deep greens, and muted neutrals, are often favoured in slow-fashion collections because they are easily obtained from natural dyes. These colours not only create a sense of timelessness, but also align with the sustainable and nature-inspired ethos of the slow fashion movement.
The neutral colour palette also contributes to the combinations of the clothes, so you can instantly combine one eye-catcher in many outfits.
Statement Pieces in Colourful Varieties
Contrary to popular belief, slow fashion doesn’t always mean wearing colourless or neutral garments. There are brands within the slow fashion realm that offer statement pieces in vibrant and colourful varieties. For example, brands like Wolvis and La Femme Garniture create bold and eye-catching designs that serve as statement pieces within an otherwise understated wardrobe.
Exploring Brands Embracing Slow Fashion
There are several notable brands that have embraced the principles of slow fashion. These brands prioritise sustainability, ethical practices, and high-quality craftsmanship. Let’s take a closer look at a few of them:
Furore
Furore is a slow fashion brand that focuses on creating timeless and versatile pieces for both men and women. Their collections feature classic silhouettes, high-quality fabrics, and attention to detail. Furore believes in creating clothing that transcends trends and can be worn for years to come.
Atelier Content
Atelier Content, a Belgian shoe brand, is a slow fashion brand that places a strong emphasis on sustainability and ethical production. They use natural materials in their collections and work with skilled artisans to create unique, handcrafted pieces. Atelier Content aims to create clothing that tells a story and connects with the wearer on a deeper level.
Lies Mertens
Lies Mertens is a slow fashion accessories brand that specialises in creating timeless leather goods. Their pieces are designed with simplicity and functionality in mind, ensuring that they can be used and enjoyed for years. Lies Mertens believes in the power of slow fashion to make a positive impact on both the environment and the lives of the people involved in the production process.
Lennertson
Lennertson is a slow fashion shoe brand that combines the principles of minimalism and sustainability. They offer a range of minimalist, yet stylish shoes. Lennertson focuses on creating pieces that are rugged, durable, and made to last. They believe in the importance of conscious consumption and the role of slow fashion in achieving it.
Studio Elsien Gringhuis
Elsien Gringhuis is a renowned Dutch fashion designer based in Arnhem, celebrated for her commitment to more sustainable and minimalist design. Her work embodies a blend of classic elegance and modern simplicity, making her a prominent figure in the sustainable fashion movement.
The designer has an ongoing collection that follows its own rhythm without seasons or sales. On top of that, Elsien Gringhuis produces all her articles on demand, so every piece is made with a purpose!
Unveiling Fast Fashion
Defining Fast Fashion
Fast fashion can be defined as cheap, trendy clothing that samples ideas from the catwalk or celebrity culture and turns them into garments in high street stores at breakneck speed to meet consumer demand. The idea is to get the newest styles on the market as fast as possible, so shoppers can snap them up while they are still at the height of their popularity and then, sadly, discard them after a few wears. Fast fashion brands prioritise speed and affordability, often sacrificing ethical production practices and quality in the process.
The Fast Fashion Process
The fast fashion process is characterised by its speed and efficiency. Brands like Zara and Primark are renowned for their ability to go from conceptualisation to having garments on store shelves within just two weeks. This rapid turnaround allows fast fashion brands to stay ahead of the trends and constantly offer new and exciting pieces to consumers.
The rise of online fashion giants like Shein has shortened this turnaround time even more. The online shopping platform brings in a whole load of new styles several times a week at ultra-low prices. For a few euros, you can buy new items almost daily, further plummeting the quality of clothes and making sure you buy something new more and more often.
Influence of Trends on Fast Fashion
Trends play a significant role in the fast fashion industry. With the rise of social media, trends spread more easily and quickly than ever before. Platforms like Instagram and TikTok have become hubs for fashion inspiration, leading to the emergence of “micro-trends.” These are trends that rise in popularity incredibly quickly but fall out of taste even faster, usually lasting 3 – 5 years. However, with the increasing influence of social media, the lifespan of these micro-trends is getting shorter.
Among other things, trendy marketing campaigns, imposed social pressure and ultra-low prices make young people in particular a big target of fast-fashion companies.
The Dark Side of Fast Fashion
While fast fashion offers affordability and a constant stream of new styles, it comes with its fair share of drawbacks. One of the main issues is the discount culture promoted by fast fashion brands. Regular sales and discounts have become the norm, leading consumers to believe that they are getting a good deal. However, this discount culture often masks the true cost of production and perpetuates the cycle of overconsumption.
Labour practices within the fast fashion industry are another cause for concern. Many fast fashion brands outsource their production to countries with low labour costs, often resulting in poor working conditions and low wages for garment workers. This exploitation of labour is a direct consequence of the fast fashion model, which prioritises profit and speed over the well-being of workers.
This revenue model of low selling prices and maximum profit also leads to cutting corners in other areas, such as treatment plants, workplace safety, chemical pollution. Often, the cheapest processes and chemicals are also the most harmful and polluting to humans and the environment. This causes both human and environmental disasters in different parts of the world, for which fast-fashion is (in)directly responsible.
Furthermore, fast fashion promotes overconsumption, leading to excessive clothing waste. The low prices of fast fashion garments make it easier for consumers to buy more and dispose of them without much thought. This contributes to the growing problem of textile waste and its environmental impact.
Building a Sustainable Fashion Wardrobe: Tips and Tricks
Would you like to make your wardrobe more sustainable? How do you get started?
COSH! uses the 7‑R principle: Reduce, Reuse, Recycle, Research, Repurpose, Repair, Rent.
This means that it is always better to use a product that already exists, rather than produce something new. Only when it is really necessary can you make a new purchase, consciously making the best choice for what you need.
Here are some practical COSH! tips to get you started:
- Take care of your clothing: Properly care for your garments to extend their lifespan and reduce the need for replacements.
- Get creative: Experiment with different styling techniques and accessories to breathe new life into your wardrobe. Read more about personal styling and advice here.
- Repair your clothes where necessary, or have it repaired at a local repair shop.
- Consider second-hand options: Explore thrift stores, second-hand shops, and online platforms for pre-loved pieces.
- Looking for an outfit for a special occasion? Consider renting instead of buying! Find some of the best clothing libraries here!
- Prioritise quality over quantity: Invest in well-made, durable pieces that will stand the test of time.
- Embrace versatility: Look for garments that can be mixed and matched in various combinations.
- Choose more sustainable materials: Opt for natural, organic, recycled, or upcycled fabrics whenever possible.
- Support ethical brands: Research brands that prioritise fair labour practices and more sustainable production methods.
By following these tips, you can build a sustainable fashion wardrobe that aligns with your values and personal style.
Finally, slow fashion and fast fashion represent two contrasting approaches to the fashion world. While fast fashion emphasises speed, affordability and trends, slow fashion focuses on quality, sustainability and timeless style.
As consumers, we have the power to make more conscious choices that are in line with your own values. By understanding the characteristics of slow fashion and fast fashion, discovering ethical brands and applying the 7R principle, we can navigate the fashion industry more consciously and sustainably.
Want to know more? Read our other articles on degrowth in the fashion sector and the perks of a minimalistic lifestyle!
