The Fashion Industry is Going Full Circle
The COVID-19 pandemic has dramatically reshaped the world we once knew. While the pandemic has caused tremendous tragedy and hardship, there are plenty of positive takeaways to look at. Amidst its toughest times we received a reminder about compassion and gratitude. From thanking healthcare and essential workers for all their hard work to making masks for those without access to PPE, we have observed that kindness always prevails. Many have found peace and comfort by reconnecting with nature. Consequently, we have been reminded how important it is to protect the environment. The presence of COVID-19 has brought about many changes but perhaps the biggest difference it has made is inspiring others to change for the better. Likewise, the fashion industry is embracing change as well. In an interview with Fast Company fashion designer, Prabal Gurung said, “This pandemic has allowed us to reimagine everything.” Now companies are imagining how to bring impactful fashion to life.
Fashion is constantly evolving and as of right now its future is heading in a completely new direction. With the cancellation of runway shows and the closure of numerous retail locations, brands are looking for an innovative approach to push fashion forward. Business of Fashion predicted that companies will adopt a circular business model within the next decade. The demand for ethical and sustainable production has prompted this leap. This is a radical change for the industry since it differs greatly from the fashion’s traditional linear system. Companies typically release collection after collection for consumption without attempting to limit waste. Although in recent years some companies have begun to implement sustainable practices, there is still a considerable amount of improvement to be made.
The idea of a circular business model promotes a cycle that prioritizes waste prevention and emphasizes insightful design. BOF suggested that companies should start to incorporate reducing, recycling, refurbishing, reselling, renting and repairing into their routine. They should also focus on creating garments with a timeless style rather than pieces that reflect temporary trends. In addition, companies will need to produce higher quality clothing too. Clothing with durability or recyclability are more likely to retain value. This makes it easier for items to be repaired, recycled, resold or rented. Thus, a circular business model is born.
Utilizing these techniques will satisfy today’s consumers who are already becoming increasingly conscious about the impact of their purchases. While shoppers care about how the clothes look, they also care about the story behind their garments. The fashion industry is infamous for its role in environmental pollution and labor exploitation. In a study conducted by Accenture, researchers found that shoppers are more concerned about ethical and sustainable consumption. These shoppers want to support purpose-driven companies instead of brands that promote overproduction and overconsumption. Gucci and other major luxury brands are adjusting their business models to meet these new demands.
Repurpose Wardrobe is already a reflection of fashion’s future. Designed by women to support women, Repurpose Wardrobe uses circular fashion to give back to those in need. Our “Fashion for Good” community is driven by merchandise donors, monetary donors, influencer donors and sustainable shoppers. Repurpose resells luxury clothing and donates the net proceeds to non-profit partners that support women and families. Our pre-loved items are carefully sourced from a network of stylists, celebrity closets, consumers and industry sources. Our MO is to make fashion meaningful. Buying designer goods from Repurpose is a great way to score amazing deals, reduce your environmental impact and most importantly help others.