Week 4: Sustainable Fashion Standards

Week 4

Slaves of Globalization and Breaking the Shackles

Fast Fashion, Sustainability, and the Ethical Appeal of Luxury Brands

Zoe Martin

It is interesting to think about the shift in fashion marketing in this digital age; influencers and social media appeal to consumers’ pathos and ethos. Moreover, celebrities in the public spectacle now have this platform to encourage and promote sustainable fashion. In the article, Khandual and Pradhan discuss how Emma Watson is an advocate for more sustainable fashion--setting an example by wearing a dress constructed of yarn from recycled bottles. This set a precedent for other celebrities to follow.

At the Oscars this past February, celebrities participated in the Red Carpet Green Dress Challenge. To participate, award show guests must wear an eco-conscious garment on the red carpet, meaning that it must be made from sustainable materials (organic, recycled, or repurposed fibers), hand-made details, natural dyes, and/or environmentally and socially responsible design. Danielle Macdonald from Netflix’s Dumplin’ wore a Cristian Siriano gown made of cotton crepe and recycled tulle that was dyed using vegetable oil. Siriano’s work proves that sustainable fashion can be beautiful black tie attire.

Danielle Macdonald in a eco-conscious Cristian Siriano dress

The 10 year anniversary of the Red Carpet Green Dress challenge makes me wonder about our standards for sustainable fashion. What makes sustainable fashion actually sustainable? Celebrities such as Emma Watson use consulting firms such as Eco Age. Additionally, there is the Standard 100 by OEKO-TEX which raw, semi-finished, and finished textile products at all processing levels, as well as accessory materials used which can help determine if the fabrics we use are ethically made and naturally sourced.

The article encompasses many aspects of the fashion industry that are making sustainability advancements--from production to marketing to point-of-sale. Thus, I wonder if there should be worldwide standards for sustainable fashion? How can I contribute to this movement? How can I use my career path to help make a difference in this industry?