For many of us, style is passion. So is caring about our planet.
But when fashion has such a bad environmental footprint, can the two really go together?
Here are my two cents.
No jargon. No judgement.
Just the genuine opinion of someone who, despite becoming the co-founder of an ethical clothing platform, used to be obsessed with fast fashion and overconsumption (to the point where she once took a train to do a massive Primark haul when it opened a new branch in the Netherlands)
The problem with traditional fashion and the environment
Fashion’s biggest environmental problem is that most clothing isn’t designed, produced, and marketed with consideration towards the planet.
- Fashion is responsible for 10% of our carbon emissions, contributing to climate change more than international aviation and shipping combined
- It uses huge quantities of freshwater (2,700 litres to make a single cotton t-shirt), making that resource even scarcer and contributing to problems like desertification
- From toxic chemicals to dyes, it pollutes that water, too
- Synthetic fabrics like polyester release microplastics whenever washed, which make their way into our oceans (and fishes’ bellies)
- Its business model is based on overproduction, and this leads to 92 million tonnes of textile waste every year
And while fast fashion is the biggest culprit, many luxury brands are guilty of the same. “More expensive” doesn’t automatically mean “better for the planet”.
When loving fashion isn’t compatible with loving the planet
First things first: I believe the main responsibility should always be placed on the system and brands themselves. They are the ones producing clothes in a certain way and promoting overconsumption.
Still, in my opinion, loving fashion and the planet can’t go together when consumers have this mindset and lifestyle:
- Seeing clothes as throwaway items
- Purchasing them without thinking twice about how they were made
- Doing hauls or buying lots of different clothes regularly, especially to chase ever-changing trends
- Only wearing them a couple of times (if that)
- Discarding them
- Starting this cycle again. And again
As I said from the start, I’ve been there too, unfortunately. So, I know how difficult it can feel to break free from that cycle, especially when someone isn’t aware of the true cost of fashion (fun fact: “The True Cost” is literally the documentary that did it for me).
But here’s the good news…
That’s not what loving fashion must mean!
I 100% believe you can love fashion without buying into overproduction or supporting the worst brands for the planet.
Fashion doesn’t have to be fast and dreadful for the environment
Isn’t style really about self-expression and creativity?
Wearing clothes that affirm your identity or mood, creating outfits that feel “you”, having a recognisable style that makes others think “I saw this and thought of you”…
That’s personal! It doesn’t have to mean “continuing to buy disposable clothes to follow trends dictated by others”.
Sustainable fashion can be stylish, too
Ethical fashion is a mindset rather than a type of clothes, which is why the most sustainable garments are… the ones already in your wardrobe.
Still, some brands are definitely kinder towards the planet. Unfortunately, there’s a misconception that their clothes are ugly. There are loads of social media comments and forum threads about this, and I’ve heard it in real-life conversations, too: sustainable clothes all look the same, and they’re neutral and boring.
I kind of get where it comes from. I actually remember that, years ago, at trade shows, you could immediately tell what brands were sustainable because most of them did indeed have that vibe. So, “it looks sustainable” was seen as a bad thing from a style perspective.
There’s no denying that some brands are still like that (although, personally, I find their clothes beautiful). Nowadays, though, there are all kinds of sustainable fashion brands with stylish collections: colourful, creative, with something for everyone’s taste.
In fact, I asked our Instagram followers this question: “If someone says ‘it looks sustainable’, would you take it as ‘It looks good’ or ‘It looks boring’?”
A whopping 86% voted for the former!
How to love both fashion and the planet
Embracing a more eco-friendly and ethical fashion lifestyle isn’t about limiting yourself: it’s simply about looking at it from a different perspective.
- Get clear on what you love about fashion – For example, as I teased before, for me, it’s about self-expression. If you need some inspiration, here are some “advantages” of fast fashion and how to reframe them to find their sustainable counterpart. When you know what it is for you, focus on that
- Find your own style – From colours to a specific aesthetic or vibe: what type of clothes feel “you” and make you happy whenever you (re)wear them? You could even create a moodboard!
- Get creative, and (re)wear your clothes – Express yourself. Unlock new outfits by combining your existing garments and accessories in different ways. And embrace repeat outfits as well. Let’s ditch the unsustainable and unrealistic idea that we shouldn’t be seen wearing the same clothes too often (don’t our favourite characters have a signature style, too?!)
- Love your clothes, and keep them for longer – By rewearing a garment for just 9 more months, you’ll reduce its environmental impact by 20-30%! And you’ll probably save money in the long run, too: while sustainable clothes tend to be more expensive than cheap fast fashion items with a high environmental and ethical cost, they’re also more durable. So, when you buy fewer items but keep them for years, their cost per wear goes down massively
- Remove temptations – Consider unfollowing brands and influencers promoting overconsumption. Instead, get inspired by those who are all about sustainable fashion and rewearing their clothes (even in their Instagram feed)
- Buy ethical clothes mindfully – Ask yourself: does this match my style, or is it an impersonal trend? Will I rewear it at least 30 times? Was it made by a company that cares about garment workers and the planet? On Project Cece, you can find hundreds of ethical brands in one place, with filters to narrow down your choices
So, I definitely believe we can love both fashion and the planet: we just need to be mindful about it.
Once you get used to it, it will also feel right and inspiring—never limiting.
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