The last few years a wave of change has been sweeping through the fashion industry, powered by real truths about its implications on the planet, people and animals. An increasing number of brands are rejecting the principles of East Fasion, as a more sustainable approach to making clothes comes to the fore. The Slow Fashion movement has arrived. So what is Slow Fashion?
Slow Fashion is an awareness and approach to fashion, which considers the processes and resources required to make items, particularly focusing on sustainability. It involves buying better-quality products that will last for longer and values fair treatment of people, animals and the planet.
Slow Fashion opposes the fast fashion model that emerged around 20 years ago. And it’s fair to say Slow Fashion is 100% necessary, with brands like H&M burning 12 tonnes of unsold garments per year in spite of its ongoing sustainability efforts to close the loop in fashion.
Modern day Slow Fashion has seen some of these old ways come back into the picture. It encourages us to buy less garments at higher quality, made from more sustainable processes, less often. It also puts emphasis on the art of clothes making and celebrates the skills of the craftspeople who make them.
Some characteristics of a slow fashion brand such as Amadeus:
Made from high quality, sustainable materials
Often in smaller (local) stores rather than huge chain enterprises
Locally sourced, produced and sold items
Few, specific styles per collection, which are released twice or maximum three times per year.
From top end to small scale designers,the values that make up the Slow Fashion movement suggest a complete overhaul of consuming and production. This approach has inspired many changes in recent years, particularly in the production of clothing, but also in consumer behaviour.
And while there is a growing support for Slow Fashion, there is still a long way to go. To really support the Slow Fashion movement, we need to be a part of the growing movement of people looking beyond the “appeal” of the cheap, high turnover of fast fashion. We can maintain awareness of what a brand is really representing and focus on quality, not quantity by simplifying our wardrobes. As they say, less is more, right?