Over the years, my relationship with fashion has become increasingly paradoxical and even uncomfortable. I still love beautiful clothes but can’t turn a blind eye to the negative impact it is having in the world.
How can we enjoy fashion without participating in the repercussions it has on the environment and the widespread abuse of basic human rights like a fair wage and safe working conditions?
Reading a fashion magazine in Hyde Park many years ago
I have been wondering about this for a while and came up with the idea for ‘Swap & Buy’. It’s a new retail concept embracing secondhand and new clothes in one place, from both current (only from sustainable brands) and past seasons, as well as exclusive up-cycled fashion (new clothes made from secondhand fabrics).
This new model is based on circular economy principles, reducing both waste and production. And instead of having a specific price point (fast, premium or luxury fashion equivalent), it would include all of these.
In order to build consistency in terms of branding, it would feature a highly curated womenswear collection of ‘Instagram ready’ pieces, with a strong fashion statement, but wearable. Check out my Styling Gallery, to have a sense of the style I would be aiming at.
Swapping clothes would be subjected to quality control, to ensure fabrics are sustainable. And the space would feel spacious, clean and modern, offering a good service without pushing for sales or leaving people to fetch for themselves. Ideally, a place that would feel like home.
At the moment, this project still in the early stages of development with a lot of research still to do for the business plan. A crowdfunding initiative is already underway so if you like the idea, feel free to contribute towards it or share it with your network.
It’s worth remembering that the fashion industry produces more and more, aiming at higher and higher profit margins. Despite clever ‘green washing’ marketing strategies, there’s not much consideration for people or the environment, as it’s clear from the recent order cancellations.
Some people became considerably conscientious about these issues and now commit to buy only from charity or vintage shops, while others organise swap parties.
But they are a minority. Sadly the accident in Bangladesh and the BBC documentary about it a few years ago, didn’t deter fast fashion consumers, nor celebrities and influencers from endorsing it.
One of the biggest problems of fast fashion is waste. Unsold items end up being incinerated or discarded in a landfill. The only way to produce less is if people would buy less, but we got used to changing all the time and it will take time to learn how to live in a different way.
There are other alternative business models already underway like renting luxury fashion, which is now available to a much wider audience. Other brands only initiate production after receiving orders directly from consumers, who are happy to wait for what they want.
Perhaps we are now at a turning point in the evolution of fashion. As Stella McCartney has been proving for a while, fashion doesn’t need to cost the world and we all have a role to play to stir it towards a sustainable and bright future!