SUSTAINABLE FASHION TRENDS: WHAT HAS CHANGED AFTER COVID-19?

Source: Unsplash.com | Ellieelien

Maybe it's a bit of a striking introduction, but we have to ask: Did you know that greenhouse gas emissions from the fashion industry will increase by approximately one third, reaching 2.7 billion tons per year by 2030? (Global Fashion Agenda & McKinsey, 2020). That being the case, before taking a look at sustainable fashion trends, we can show sustainable fashion itself as the biggest trend of the coming years; We must show it. If we go a little further, it wouldn't be right to call sustainable fashion a 'trend'. Trend word; A word that reveals intensely preferred tendencies in a particular period. Sustainable fashion is much more than a curve that rises and falls periodically. A need, a necessity. It is a necessity that must remain permanent. So, what are the innovations that started to appear in the sustainable fashion movement with Covid-19? What awaits us in the coming days?

Let's examine the highlights of KPMG's research titled " Seeing the Fashion of the Future ". According to the research examining the reflections of changing fashion trends after Covid-19 on consumers , the results we will talk about shortly will shape the fashion industry of the next 10 years . The data in the report shows that with the pandemic, a majority of consumers began to prefer brands that produce with sustainable business models. 59% of consumers participating in the research said that the use of natural fiber/yarn affects their purchasing decisions; The rate of those who pay attention to the use of chemicals in production is 42% . Another promising statistic included in the report: 70 percent of consumers consider whether they will last a long time when buying clothes.

The research also offers consumers three different topics suitable for unification under the umbrella of 'sustainable fashion trends': second-hand clothes , clothes produced by recycling and clothes produced according to sustainable fashion . Among these topics, the most preferred option by consumers is sustainable fashionable clothes .

There is further research being conducted to better understand the true impact of sustainable fashion on purchasing decisions. The research conducted by Google with Basis in the United Kingdom and with the participation of 4000 people reveals that 55% of consumers state that sustainability is more important than price and quality . When you read these data, don't you feel a faint smile on your face and a sweet happiness inside you?

Source: Patagonia | Hashim Badani

Based on all these data, it is possible to predict what awaits the sustainable fashion world in the coming days. Firstly, we will see much more frequent adoption of regenerative farming practices in the fashion industry, as well as new recycling technologies that support circular thinking. CO2 emissions from the fashion industry have a great impact on the emergence of this trend. When we look at the brands that have already pioneered regenerative agriculture practices, we come across Patagonia .

And of course, a market that has always made a name for itself, but has become increasingly niche with the impact of the pandemic, is 'second-hand clothes' . We can understand from reports that second-hand clothes will become increasingly common and that their market value will reach 41 billion dollars by 2022. On one side of the equation, there are capsule wardrobes . With the remote working order, the economic benefits of the pandemic process and the gradual realization that professional clothing is possible with simple and plain choices, the tendency towards the capsule wardrobe is expected to increase.

Finally, the established perception of sustainable fashion colors seems to be shaken in the coming days. Sustainable fashion products are no longer in neutral tones and classic, timeless styles as we are used to; It's time to get ready to see bright colors and designs . Expressions that sustainable fashion will evoke may soon be " bold designs ", " fun patterns " and " vibrant colours ". In the emergence of this new trend that awaits us, there is undoubtedly a great desire to compensate for the effect of the lack of excitement and energy towards fashion that developed with the pandemic closures.

So we ask: Are you ready for the innovations that await the sustainable fashion world?