To add to all the moral dilemmas we have to face it seems ‘fast fashion’ is the latest we need to worry about.
In step with the ever-accelerating pace of modern life, fashion is no longer a gentle transition through the seasons, pretty much in the control of the major fashion houses. Now it’s electronic media and online networking setting the standards. We see it we want it and we won’t wait!
Apart from the glossy mag features it was left to a face to face, pass-it-on approach to learn how deep your turn-ups should be and what shade of brown you needed for your tank top.
Because of this slightly haphazard communication process you could get away with much more, timescales were generous - you would not be strung up immediately by the denim police if your stone-washed straight-legs weren’t quite straight enough - you had a little time on your side.
Today it’s quick - very quick and very disposable, but what that also means is that about two million tonnes of clothing ends up in landfill every year. But despair not, there’s a new campaign just launched that hopes to draw attention to the environmental impact of cheap, throwaway clothes, which have become hugely popular on the High Street.
The initiative, is already supported by over 300 retailers producers and designers, and outlines commitments to make fashion more sustainable throughout its lifecycle: from design and manufacture to retail and disposal.
I would commend this campaign to you http://www.defra.gov.uk/news/latest/2009/clothing-0220.htm and it’s not just because I want to get another few months out of that button-up cardigan.
Jez
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