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How sustainable is sustainable business for today’s fast fashion designers? – Art-and-culture News, Firstpost

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As sustainable practices catch up like never before in the fashion industry, fashion designers weigh in on their impact on brands

About 53 million tonnes of fiber are produced by the fashion industry every year, 70% of which is wasted, according to a recentIndiaSpending. Still, most fast fashion brands launch new clothing collections every week and use different promotional strategies to encourage consumers to embrace the new trends, adding to the growing concerns of fast fashion impacting the environment. .

One of the main target buyers of these brands is Millennials and Gen Z who are intimidated by cheap prices, an indicator of fast fashion products and their poor quality.

Many discount clothing stores carry new designs every week and data from the Ellen MacArthur Foundation indicates that in 2000, 50 billion new clothes were made and nearly 20 years later that figure has doubled. Their data also indicates that the average person is buying 60% more clothes today than in 2000 and not only are they buying more, they are also throwing away more.

This is why sustainable practices are catching up like never before in the fashion industry, with many established brands turning to waste recycling to produce textile products that no longer produce waste.

However, limited buyers for durable lines have many designers worried.

Nilesh Parashar and Jagruti Bondre, the founders of designer brand Nautanky, say that compared to growing fast fashion brands, sustainable brands are losing consumers due to various reasons such as restrictions on fabrics or designs or garments. made to order.

Style Check How sustainable is sustainable business for today's fast fashion designers

By nathalie

In today’s fast-paced society, everyone wants everything as soon as possible, and brands that follow sustainable practices find that hard to do given that it’s their very core to be made to order and not that of mass production, Parashar said. First post.

Bondre, on the other hand, says that most brands right now fall under fast fashion brands.

I think most brands are just greenwashing instead of adopting sustainable practices, she said and added that the change to sustainable clothing will come with time and once consumers are made aware of it, in especially the masses. And once sustainable clothing will become easier to access for them too.

In 2019, the Indian government launched a project called SU.RE, which aimed to establish a sustainable path for the Indian fashion industry. As part of this, around 16 major retail brands in India, including Shoppers’ Stop, Lifestyle, Future Group and Aditya Birla Retail, had pledged to source a portion of their total consumption using raw materials and processes from here. 2025.

But the reality seems to be completely different.

Style Check How sustainable is sustainable business for today's fast fashion designers

By nathalie

Fashion designer Renesa Rastogi of RISA, says what we call sustainable fashion right now isn’t really sustainable. She also says that as a generation, Millennials and Gen Z care deeply about the environment and sustainability — but are also under pressure to constantly change their wardrobes.

Designers have to deal with this dichotomy and are under pressure to be sustainable while producing in quantity. The quality of clothing is in decline and if designers were to use organic fabrics to create timeless pieces that would inspire younger generations to reuse the garment and buy less, she told Firstpost.

Indian fashion designers such as Ritu Kumar, Rahul Mishra, Sanjay Garg and Madhu Jain have helped change the shopping behavior of Indian consumers by promoting increasingly sustainable lines.

Also, the seventh day of August is celebrated as National Handloom Day every year. The Ministry of Textiles has partnered with many Indian designers to work closely with them to elevate the sector.

Indian brand Asha Gautam has just launched a new STYLE THE CRAFT initiative through which the brand will showcase various handicrafts from India in different ways.

Over the past two years, hundreds of artisans have created incredible weaves and fabrics, but they need design intervention to bring them to market and make them more viable. This is our first step on a long road towards the commitment we have for Indian craftsmanship. First, such collaboration is with Ikat fabric which is one of my favorite textiles, said designer Gautam Gupta.

Style Check How sustainable is sustainable business for today's fast fashion designers

Lime green ikat dress with bishop sleeves and plunging neckline by Asha Gautam

Even brands such as Kankatala have created their niche customers among handloom enthusiasts.

Slow fashion is the original Indian fashion, and just recently we have moved to fast fashion. Indian consumers generally value quality and durability, so just remind them of their routes and educate the new generation that while sustainable fashion is slow fashion and a bit expensive, these are investments that can stay with you for a while. Generations, Anirudh Kankatala, Director and Curator of Kankatala Firstpost.

He also says that designers need to establish the importance of reuse, restyle, and repurposing fashion.

It’s a time-consuming process in the short term, but once the consumer settles back into that mindset, slow fashion is here to stay and it’s the future. However, the cost of producing slow fashion pieces is still high for designers compared to disposable fashion, meaning fewer designs or variety can be created in comparison, he said.

Even veteran designer Neeru Kumar says that sustainability should be a way of life and that you should want to make sustainable lines because you believe in it and not because it seems to have become a trend. In many ways, sustainability is about slow fashion and about believing in it and living in it. It must be felt and achieved without being pressured to produce more, she said.

So, to sum up, the best thing we can do as consumers is to stop supporting the fast fashion industry and start showing more love to sustainable clothing brands.

Nivedita Sharma’s work experience includes covering fashion weeks in Milan, Pakistan, Vancouver, Hong Kong, Dubai and award functions like IIFA and TOIFA.

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