Fast-food and fast fashion are two of the most important concerns questioning our origins and ethical evolution. We can no longer ignore the environmental effects these two habits can cause as we move ahead in the future. Giant Brand Prada has taken the hint of environmental issues and its impact on the planet. As a result, they have pledged to recycle the plastic and convert the brand’s DNA into a sustainably driven business. Accelerated in the second half of 2021, their sales are climbing up 41% and 3.36 billion euros compared to 2020. Prada group has now appointed two new independent non-executive directors, Pamela Culpepper and Anna Maria Rugarli, for their skilled professional background in environmental, human resources and governance. This is a step to reinforce the luxury group’s commitment to sustainability, setting the highest benchmark of success by greenwashing it in the true sense. We can also witness the budget fashion retailer's most leading company, Primark joining the race of e- commerce by launching their online website in two months. Along with currently selling dupe of £70 designer slippers for just £4, they are similarly including many other products. This proves to be adding more fuel to the fire of unethically strategized production and its practices which might get the low budget bank consumerism tempted to indulge in cheaply available luxury.
From clothing to accessories, the budget fashion retailers like H&M and PRIMARK are well known amongst shoppers for producing some high quality dupes. They seem to be winning the race due to fast fashion consumerism. Fashion is increasingly turning its gaze towards legislation, organic substitutes and restricted substances. Most of the luxury brands are turning to be fur free and joining the long line-tail focusing on environmental and human rights in the face of lacking regulation. Around the world there is an evolution taking place where fashion leaders are concerned with greenwashing and transparency throughout their production supply to stand up in support of saving the environment. There are fast fashion trends which are still taking a hike by tagging their products with unrealistically low pricing.
Luxury and high-end fashion brands are truly setting the standards high. Recently Stella McCartney announced their beautiful spring summer collection which is entirely made of mushroom leather. Thus, making the vegan look as fashionable and trendy as the real one in their shroom pump padded heels inspired by the fantastic fungi. Soft textured jackets are being made from plush recycled teddy. There has been tremendous support for the next
generation’s movement, through the collaboration with adidas for SS22 pre- season capsule activewear from responsible fabrics. They are further recycled from post-consumer materials aligned with the value of next-gen activists and athletes. Even their SS22 collection has been seen dropping some real dope dose riding a psychedelic wave. Through their prints and dresses glowing with neon hues and graphics blending the nostalgic notion. The accessories also bridge the iconic innovation created using post-consumption water bottles and recycled brass chains. Stella was one of the very first designers coming out loud about supporting cruelty free leather products in the market.
Another Italian duo Dolce and Gabbana are joining this revolution by declaring on their social media about choosing to discontinue the use of animal fur in all its collections starting from 2022. With a view to preserve the work and professionalism of the master furrier, the brands are partnering with guardians of specific knowledge and skills with an indispensable added value. The brand adds by saying it will continue to collaborate with these artisans in the creation of eco- fur garments and accessories, a sustainable faux fur alternative that uses recycled and recyclable materials. Their new policy is supported by the Humane Society of the United States and Humane Society International, in accordance with the guidelines of the fur free alliance. Salvatore Ferragamo S.p.A’s boosted performance in the last quarter, contributing to their ethical luxury value leaning towards digital business to lift the revenues in the year ending December 30 in 2021 with 29.6 % growth.
The year 2021 was marked by the awakening of green production and eco-friendly lifestyle. In luxury groups mainly, brands have turned to more sustainable alternatives while the budget fashion retailers are still absorbing what they can the most in the game of cheaper, better culture and technology.
