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Not unlike the rest of the world, the fashion industry has had to evolve over the years, to realign with the expectations and preferences of its consumers. Like any industry, fashion is all about the consumers, and without the support of said consumers, it would inevitably fall flat. No industry, no matter how structurally-sound, can hope to survive if it does not have the loyalty and support of its consumers (both existing and prospective). As is the case in many industries these days, fashion is in the hands of consumers, entirely and without exception. The consumers drive what sells and what flops in fashion, and so the global fashion industry is always striving to meet and exceed expectations. One of the most recent changes in the fashion industry comes off the back of consumers and their choice to live more sustainably. Welcome to the beginning collections and lasting traces of mainstream sustainable fashion. May it take your coat?

Today, the fashion world is all about meeting halfway with style. Essentially, this means finding the perfect lab created diamonds to compliment an evening gown, or the best belt to wear with work pants (to name a few prime examples of fashion meeting style halfway). The fashion industry has built a healthy reputation on the foundations that strong fashion represents styles that the many people want to wear. Without the support of said many people, even the most innovative and luxurious fashion house can lose its footing in what is continuously deemed to be an exceedingly sustainable field. Today, luxurious fashion does not only encompass the high fashion brands that the world is so familiar with, but fashion brands that are dedicated to creating the highest quality clothes, with the most innovative and unique styles, from the most sustainably sourced materials.

Some of the biggest names in fashion, including Stella McCartney, are going sustainable, too. This is the proof in the pudding that sustainable fashion is not just a niche concept, but a growing idea that is gaining traction all the time. Essentially, sustainable fashion is all about giving consumers access to the most environmentally and morally sustainably sourced fashions, at reasonable prices. In this way, the sustainable fashion movement has made more headway in the relatively short time it has become a mainstream sensation, than high fashion houses have been able to make in the decades they have been dominating the fashion industry. People care more about where their clothes are sourced and made, than what they look and feel like, these days, and sustainable fashion is always expanding as a result; with demand comes supply…that is the nature of consumerism, and it is so too in fashion.

Sustainable fashion has been an unrealised dream in the fashion industry, and of the people of the world, for so long, but our ever-increasing awareness and understanding of how our fashion choices impact others and our world has driven sustainable fashion to the front. The push for sustainable fashion is growing louder and louder all the time, being brought to the helm time and again from the younger generations. These are generations of individuals who have grown up in a world in decline, and they are all too aware of the way the world is moving. So, they are striving to ensure that fashion – responsible for up to 30% of global waste – and so many other aspects of modern life switch to more environmentally, economically, and morally sustainable methods of sourcing, production, and distribution. It is an ongoing process, and it is one that is becoming more and more instrumental to the way of the modern world as every other day goes on. This is the new reality in fashion, and it is brighter and more promising than ever.

The entire world has been going through somewhat of a revolution in recent years. Never has there been such an incredible amount of growing awareness and a sense of accountability for our choices and the way they impact the world around us, as there is right now. Practically every industry today has found itself at the mercy of consumers time and again, to the point that consumers now rule entire industries. In the fashion sector, this is an ideal that has held strong and true for months, even years, but it was not until consumers became decidedly more conscious of how their fashions were getting into their hands, that it became all-consuming. The overwhelming difference between then and now is that consumers are now aware of the environmental, economical, and moral consequences of their fashion choices, and they are changing the way they shop. And so, the landscape of fashion changes too, to mirror the ideals that consumers want represented. This is just the beginning for sustainable fashion, but it is an exciting start nonetheless.

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