The principles of “Slow fashion”

The principle of slow fashion is based on reasonable consumption, which “closes” the chain and gives things a second life. There are many ways to consume less, thus respecting natural resources and protecting the environment from pollution.

Initially, the movement of slow fashion completely rejected mass marketing, recognizing only clothes made by hand. Gradually, the Slow fashion movement expanded its principles and interpretations, emphasizing that things should be given a second life.

Some principles of slow fashion:

  • Boycotting mass production of clothes and fast fashion: abandon mass market and “disposable” clothes;
  • Choosing locally produced clothing: Buying clothes from local designers;
  • Buying vintage clothes and jewelry: vintage helps to take a huge step towards Slow fashion. It allows you to give things not only a second life, but also to diversify the wardrobe by adding unique and quality things;
  • Donating unwanted clothes: giving clothes for recycling, donating them to charity foundations;
  • Choosing clothes from environmentally friendly materials, ethically produced or recycled fabrics.
  • Choosing quality garments that will last for a long time or that can be restored, not following seasonal trends, buying garments in your unique style.
  • Self-manufacturing and careful treatment of clothes – manufacture, refinement and processing of own clothes, repair. Do not necessarily throw away the thing: you can redo or repair it yourself or take it to the studio;
  • Slow down the rate of consumption of fashionable clothes: buy less and less.

The damage done to the environment:

According to the World Wildlife Fund, cotton fibres are part of almost half of the goods produced, and 73% of the cotton grown requires a lot of irrigation water that could be used for drinking.

Pesticides are also often used to produce cotton, causing enormous environmental damage. According to Greenpeace, cotton is grown over 320,000 square kilometres and is treated with pesticides and herbicides. The number of additives is increasing every year.

The production of synthetic materials requires natural resources such as coal, oil and electricity.

According to the Global Footprint Network, as much resources are spent on clothing production during a year and a half as can be restored in only a year and a half. According to the International Wool Textile Organization, synthetic products take 30-40 years to decay.

According to the British Ellen MacArthur Foundation, total greenhouse gas emissions from textile production for the year are 1.2 billion tons. They affect the rise in temperature on Earth and, as a result, contribute to climate change.

What is fast fashion?

Fast fashion is created by brands in order to increase turnover. This term is usually used when talking about brands whose range is updated very quickly.

Brands of fast fashion use a high-speed clothes production cycle, give a “quick answer” to trends. Each year one mass market brand updates its collections about twenty times, attracting customers with low cost and new models that meet the latest trends.

Such turnover brings more profit due to the amount of sold, rather than high cost due to the quality of raw materials. Things are produced, used and thrown away, not getting a second life cycle, not closing the chain, but cutting it off.

Vitage and slow fashion

The study shows that 45% of women were ready to buy used clothing, compared to last year, when 64% of women were ready to buy such things and accessories, it is believed that by 2028 13% of clothes in women’s wardrobes are likely to be used.

In addition to an increased awareness of sustainability, vintage fashion fits in perfectly with the broader mood of the Instagram era, where authenticity and originality are highly valued. The best way to stand out is to wear clothes that no one else has. After all, the style is not things from the latest collection, it is a combination of unique things.

Some luxury brands, in turn, are restarting items and accessories from their own archives ten years ago. Last year, for example, fashion house Dior returned a bag that was particularly popular in the vintage fashion market.

In February, Fendi returned a 1999 Carrie Bradshaw bag. The integration of vintage in her wardrobe not only helps to preserve natural resources and respect the environment, but also allows her to look stylish and, most importantly, unique.

Public Talk took place on part of the closing ceremony of the Great Couturier of a Bygone Era exhibition at Tsvetnoy Store. Leading experts from the world of fashion, art and charity discussed the phenomenon of slow fashion and called for conscious consumption.