The fashion industry has always been ambitious towards acknowledging sustainability. Countries across the globe have witnessed revolutionary take on fashion for many years that addressed sustainability as the need of the hour. But often their voices fell on deaf ears. People were quite comfortable in their ways of life that drastically affected the planet. Until recently, when the repercussions of their actions were felt, quite literally, as the limelight shifted to climate change. The production of quality crops was affected, waste management was nothing but a disaster and lastly, pollution in factories demanded the lives of its own workers.
For years, the fashion industry has attempted to make sustainable products a way of life for its consumers. In India, brands like Meraki have addressed this need to adapt slow fashion over trends for a long time. But it was often burdened under the pressure of affordability and compromise on style. Therefore, making it difficult for the fast fashion industry to harmonize with sustainable products that were simple, comfortable, and timeless. Then came Covid-19.
The phase of Covid-19 is a wake-up call for many industries. It gave us a reality check about how materialistic humans are and how less do we need to tangle ourselves in unreasonable buys. The idea of essentials was an eye-opener to the entire world wherein every commodity was questioned for its absolute role in the lives of consumers and the value it added. This scenario also helped industries focus on the needs of the planet and how it was important to reboot our actions for a better tomorrow.
Are trends worth the spending?
The fashion industry is defined by its commercialism of releasing seasonal products by addressing them as trends in the market. But with the rise in the demand for sustainable products posts Covid-19, a brand like Meraki has made this aspect becomes redundant. Countries such as India and China, who are known to be hubs of fashion production, are now emphasizing quality over quantity, making sustainable fashion way more affordable than before.
Is the comfort of e-com greater than walk-in stores?
During the pandemic, global citizens have acknowledged and appreciated the idea of stay-ins over stepping out. The reason for the change in behavior was that they were able to conduct ‘focus shopping’ which is to buy exactly what they wanted instead of being distracted by other offerings in a shopping arena or a mall. This also resulted in higher savings in terms of fuel, food and clothing.
Is the new mantra, “Think Global. Support Local”?
In India, the recent economic focus has been encouraging local brands with its #MakeInIndia initiative. This initiative gave a platform to sustainable brands like Meraki to provide its consumers uncompromised global standards at affordable pricing. The #MakeInIndia boost has also led to textile innovations that resulted in inefficient use of manpower, sturdy products, superior quality and better waste management in the favor of the planet.
What does fashion mean for the new normal?
The mere definition of fashion has changed ever since Covid-19. There is no more, work wears, loungewear or party wear anymore. People are quite comfortable stepping out in their jammies in the name of #CovidOOTD This change in consumer behavior and adaptation to their new normal is what sustainable fashion has to offer. It gives an opportunity to consider comfort and quality over hoarding trends that you might not need in the future.
Sustainable fashion has always been the answer to better living, even before the pandemic. But as we move towards newer realities, we must make an effort to acknowledge it better for our generations to come and give them an opportunity of experiencing the planet in its best form, as we did, a few years earlier.
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