Fashion in the 21st Century can be
sustainable for the physical environment without looking like a sack of potatoes. ‘Sustainable’ or ‘Eco fashion’ is a
growing trend for the fashion industry today. To encourage more ethical fashion
industry practices International bodies have established. These bodies assess
the damage created by the fashion industry from a tendency to overuse economic
and environmental resources.
The Centre for Sustainable Fashion in London states
that the current mode of the fashion industry “can damage individuals and
societies more widely through appalling working practices, and the detrimental
psychological and ecological effect of consumerist fashion. A fashion piece
cannot in itself create sustainability – this is created by the way in which we
design, make, wear, discard and reincarnate it.” (LCF, 2009)
Designers should also encourage a sense
of environmental awareness through the use marketing and display of designs in
fashion media. He use of string in the photographs symbolises the literal
connection between fashion and the environment. As string is literally the beginning phase of creating
certain materials I have tried to explore the idea of acknowledging what
clothes are made out of and where that material comes from. By portraying the
beauty of nature in this series of fashion photographs, it is my belief that if
consumers are more aware of the effects fashion can have on the environment
than we can create an industry focused on sustainability. New initiatives from
the Centre of Sustainable Fashion emphasise education and discovering new
approaches. These initiatives are discussed in their comprehensive ‘tactics for
change.’
“Businesses need to internalise costs that have
been traditionally seen as external. When questioned, 90% of businesses
surveyed felt that they had a responsibility for both direct and indirect
impacts of their businesses on the environment (Volume 1.0: Fashion &
Sustainability, A Snapshot Analysis March 2008). However this is yet to be
factored into the cost of a product and against the values by which a company
stands.” (LCF, 2009)
Fashion photography like the one presented in this
photo essay can empower the fashion industry to implement sustainable business
models with focus on considering the social,
cultural and environmental impacts of their craft. The industry and consumers
of fashion can thereby work together to further foster environmentally friendly
collaboration in the fashionscape.
Thanks to Verity Jacobsen- I couldn't have done it without you x
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