Sustainability: the catalyst of transparency in fashion

Heuritech
Heuritech
Aug 6, 2018 · 7 min read

The empowerment of an eco-conscious generation on sustainability

Now, as “citizen conscious warriors”, millennial long for true and demonstrable commitments from fashion brands. Brands are expected to convey a trustworthy transparency in their messages, especially to millenials who have the power to act as transgenerational prescribers.

Therefore, we have slided from a “storytelling” era, to a “storyproving” era.

Sustainability influencer @michelleforgood

The shopping trends survey conducted by LIM College found that sustainable development motivation is outweighed firstly by price, then value and uniqueness.

Fashion story for Sustainable fashion brand @gracielahuam

The holistic conception of sustainability could be brought closer to Japanese Mottanai’s philosophy which can be translated as “waste not, want not”.

In the buddhist philosophy it consists in respecting nature and feeling gratefulness towards its benefits by limiting waste with recycling and upcycling behaviours.

Natalia Vodianova wearing AW18 patchworked dress @marineserre_official

Fashion & commitment: a REgenerated engagement strategy

According to the Pulse Fashion industry report 2018, 10% of the brands are still not involved in sustainability but for those who are, they show a stronger engagement with 66% of brands applying 5 sustainable initiatives (+11 points from 2017).

Faithful to their innovative DNAs, luxury players seek out for the novelty in materials and trustful certified labels.

Ferragamo’s “Rainbow future” sustainable platform shoes @vogueitalia

To reach the heart of clients with emotions, sustainable brands actions have to be consistent with the brand’s mission, be based on a specific and recognisable expression territory and, most of all been both tangible and visible on web and in-store.

The major disruption seems to come from the 100% sustainable fabric American brand Reformation, renowned for its party dresses and its tagline “Being naked is the #1 most sustainable option, we chose #2”.

Top & dress @reformation

A quest for alternative materials serving creativity

Stella McCartney pioneered the globalized sustainable movement in fashion and luxury seventeen years ago, bringing back together environmentally-minded philosophy and glamorous image.

Fair Trade Teatum Jones dress @charliesawyerphotography

As natural fibres remain not inauxistible, shaping the fashion of tomorrow implies using biotech materials and thinking of it since the beginning of the creative process.

Thus, to handle the challenge, brands are betting on R&D with innovative startups.

Tencel is more absorbent than cotton, softer than silk, it wrinkles less than cotton, uses 70% less land and 5% less water.

Multicolored outfits of the newly converted brand to sustainability @marahoffman

As Bruno Pieters, founder of the transparent label Honest By, said to Business of Fashion: “If you don’t do it now, you’ll have to adapt when complete transparency becomes mandatory. I think it’s wiser to be a leader who’s ahead of the rest rather than behind behind because, you know, it will become mandatory one day.”

Limiting waste and unsold articles is an increasing worry for clients.


Heuritech

The first solution to anticipate brands and products desirability through the eyes of millions of fashion influencers and consumers

Heuritech

Written by

Heuritech

Anticipating brands and products desirability through social media images

Heuritech

Heuritech

The first solution to anticipate brands and products desirability through the eyes of millions of fashion influencers and consumers